Balaji Telefilms plans to introduce high-value programming and tele-films to drive growth and improve margins. The production house expects these high-value programmes to go on air towards the end of fourth quarter 2001-02 or during next fiscal. Balaji Telefilms plans to price these high-value programmes at least three or four times more than the existing rates of soaps and serials.
According to the company sources, these could be one-hour fiction and entertainment programmes unlike the soaps and serials that are currently aired. Balaji is currently in discussions with the top three channels to air these programmes.
According to industry sources some of its low-cost shows such as Ghar Ek Mandir on Sony will be replaced with more expensive programming.
Inspite of the rating controversy, Bajaji is still bagging 17 of the top 18 television shows. Banking on this success, Balaji has hiked rates of its widely popular serials Kyunki Saas Bhi Kabhi Bahu Thi and Kahani Ghar Ghar Ki by 40-50 per cent. In next 15-20 days, the rates for the second rung serials like Kkusum and Kalash too would be raised.
Beginning October 29, two more serials from Balaji would go on air on Sony and Star. At present, there are 17 programmes from Balaji on air in languages like Hindi, Tamil, Telugu, Kannada and others. It supplied programmes to eight broadcasters with each of them accounting for less than 30 per cent revenues.