top them if you can. The movie channels, that is. They have found a new way to offer uninterrupted movie-viewing experience to their viewers. Movies without breaks, in other words. It�s an effort to replicate the theatre-experience in drawing rooms. Sony�s MAX, ZEE Cinema and STAR Gold are in the race, with a single �interval�.

Says Rajat Jain, former executive vice-president and business head, MAX (now heading Walt Disney, India), which was the first to take a shot at this strategy when it launched the Ek Hi Break slot (1.00 pm on Sundays) in January this year, "It is a known fact that viewers will always want to watch movies with the fewest breaks possible. After all, that is the big draw of pay TV internationally, especially with movies and long-format programming. So it needed no research to establish that viewers would love the opportunity to watch a good entertaining movie with only one break, exactly as they do in cinema halls." ... more