Exclusive | Scaling up the adrenalin boost, Movies NOW launches RUSH

Meet Dr. William P. Rush. Graduated at the top of his Harvard class, Rush is the country’s finest doctor not affiliated to a hospital. Movies Now’s recently aired show – RUSH introduced us to LA’s best kept secret – RUSH, a medical fixer catering to the rich and the elite.

The channel is betting big on the show, with aim to enhance their content offering of the channel and undoubtedly with RUSH, they have got another most awaited television series to the Indian audiences. Highly discreet no matter the ailment, Rush is famed for going the extra medical mile for his clients given the right cash incentive. From reviving upcoming starlets post their drug-induced seizures to stitching up nasty reminders of domestic abuse, Rush is the guy to call when you’re in a medical fix.

Adgully caught up with Shantanu Gangane, Marketing Head – English Entertainment Channels, Times Television Network to know more on the same.

Speaking about the thought and rationale behind the same, he said, “Movies Now has always been a platform that has brought adrenalin-driven blockbuster content for its audience. While movies have been and will continue to be the offering of the platform, Rush is an outstanding new show which is in sync with the brand and brings high paced adrenalin driven stories with each episode giving the viewers edge of the seat entertainment week on week.”

There is a high decibel promotion plan that has been activated to promote the series. They are running promos across the Times Television Network; print advertisements in TOI added muscle on the day of telecast. “Our print campaign had a very distinct creative that will not be missed. We will be engaging with over 4 Mn audiences everyday on our social media page as well,” he added.

Rush promises to have a very unique premise that will connect with Indian audiences; as the show is about a doctor who keeps scandals out of the hospital. The channel has leveraged this insight on social media and connected various instances from both Bollywood and Hollywood that is driving reliability with the series. Besides there have been a lot of contests and trivia too.

Sharing his thoughts on the roadmap, Gangane said, “We have a very exciting line-up coming up in the next few quarters, the roll out has already begun with Olympus has Fallen, Rush, Ice Age -  Continental Drift, Ghostrider and many other high performing blockbusters that we have recently added to our library. Content will continue to be adrenalin driven blockbusters that will entertain the audiences.”

Looking at the growing competition in the English GEC space, elaborating on their strategy going forward, he stated, “Our strategy for English GEC is working brilliantly as we are in a unique space and are building on the proposition of Love laugh & live for Romedy Now. That channel will complete a year next month and it has been a fantastic year in terms of viewer engagement and appreciation. We will be bringing all the content – series, movies and any other shows that make our TG love laugh & live!”

With a stellar cast featuring Tom Ellis, Odette Annabelle, Sarah Habel, Larenz, Tate and Rick Gonzalez, RUSH premieres for the first time on Indian television just weeks after the US airing. Combining medical science and glamour, this riveting medical drama will keep audiences coming back for more. [By Aanchal Kohli | Twitter: @aanchalkohli]