HBO claims to have a reach of eight million homes. HBO will have to compete with Star Movies as the two channels have a similar audience profile. Research data show that the two English movie language channels attract viewership from the 25-44-year-olds, with a skew towards male audiences. Turner International will package HBO with Cartoon Network and CNN for advertisers. "We are growing the adult audiences. But we also plan to show more family movies. As we will be targeting children and parents, we can bundle advertising prices for the two channels. Besides, CNN can be included in the package price as the international news channel also draws in adult audiences," said Dickman. Cartoon Network will launch more on-ground, non-traditional kids advertising to expand the channel's demographic base.

"We have data which shows the channel is being increasingly watched by young adults and parents. We are in a position to lure advertisers who want to target the entire family," said Dickman. Though CNN launched its South Asia channel on July 3, it has not yet roped in fresh localised advertising. "We haven't got additional businesses so far. The ratings will take a couple of months to improve. We will be able to draw in brands which are aimed particularly at the upscale, young business travellers," said Dickman.

CNN lags behind BBC in India but hopes its South Asia programming will contribute to its leadership position.

Research indicated audiences want CNN to retain its image as an international news channel but supplement its hard news personality with localised content. Turner International is setting up its own ad sales team which will comprise a staff strength of 25 spread across Mumbai, Delhi, Bangalore and Chennai. Mediascope, which was handling advertising for the Turner group of channels in the country, will function as a consultant till the year-end. "We now have a variety of channels, representing a broad demographic audience base. It is an excellent time to go aggressive and have our own advertising outfit," said Dickman. While Cartoon Network's core audience is the older kids, CNN attracts a young adult demographic.

TCM Movies has an elite and loyal older audience. Cartoon Network continues to be the driver and ad revenue increased by 70 per cent for 1998-99, Dickman said. "We will have double digit growth this year," he added. The channel, which has matured, will focus on expanding in non-metro markets. The other channels will concentrate in metros and upscale audiences.