KOLKATA: Hollywood movie channel Sony PIX is looking to increase its market share to 20 per cent by the end of the current year 2014 in the Hollywood movie channel space from the present 18 per cent by strengthening its content.

“Our aim is to grow our share and take it upwards to around 20 per cent by the end of 2014. In terms of viewership, the company has a market share of 18 per cent,” said Sony PIX EVP & Business Head Saurabh Yagnik, while announcing two initiatives – premieres of four big movies back to back and Pix Premiere Nights with the latest movie, Robocop in Kolkata, on Friday.

“In 2013, we were consistent and maintained the second position, we even banged Star Movies occasionally from number one spot,” he said.

On being asked the strategies to achieve this target, he said that the channel would focus on strengthening its content, while being innovative and relevant. “We are evaluating for other tie ups for content,” Yagnik said as he said that the channel plans to pump in more money to acquire content.

When asked about the channel’s penetration in the Kolkata market, he said Sony Pix’s market share was 22 per cent in 2013, more than its average pan India share as people in WB are more inclined towards English movie channels.