HBO wants to be known as a brand in India, rather than a TV channel

Bangalore: Having completed a seven year stint in India, and now running in its eighth year in the country, HBO, the "home box office" English movie channel, is looking to be more of a relevant brand, and much more than a television channel.

According to Shruti Bajpai, country manager, HBO South Asia, the DTH (direct-to- home invasion will see the entry of niche channels into India. HBO''s strength lies in offering the latest, biggest, newest Hollywood blockbusters, which it would like to leverage as its core competency to be known as a relevant brand to viewers.

Movie watching is set for a new era, according to Bajpai, given the growing popularity of multiplexes in India, not just in the metropolitan areas.

The company would like to cash-in on a trend of HBO premieres of Hollywood blockbusters on TV, through tie-ups with four Hollywood studios - Paramount, Sony Pictures Entertainment, Universal and Warner Brothers.