Acquiring the rights for ‘3 Idiots’ has paid off for MSM. When the movie was premiered on Sony Entertainment Channel in July this year, it got astounding numbers. The movie managed to get 10.9 TVR in HSM markets (C&S 4+), while it got 13.1 TVR in HSM metros and 10.1 TVR in the six metros. These numbers were the highest received by any movie in the recent past.
The movie’s second screening was on Max in August 2010, and even the second airing has fetched the channel good ratings. In the C&S 4+ HSM market, the movie garnered a rating of 6.0 TVR. In the HSM metros, the movie got a rating of 6.7 TVR, while the numbers dropped a little (5.4 TVR) in the six metros.
These numbers are far better than the other movies that have been aired on Hindi movie channels since 2009. The closest contender was ‘Slumdog Crorepati’, which was aired on SET Max and received a rating of 4.26 TVR (C&S 4+, HSM), followed by ‘Wanted’ on Star Gold, which received 3.98 TVR (C&S 4+, HSM).
Media planners said that the channel had hiked its ad spots rates by five times the normal rate for this movie.
Commenting on the numbers recorded by the movie, Sneha Rajani, Executive Vice President and Business Head, Max, said, “The universal appeal of the film has helped us garner the record breaking rating of 6, the highest for a film channel in recent times. Max is committed to delivering the biggest blockbusters from Hindi cinema, and this showcases our strength.”
While the movie has been giving good numbers to the network as of now, some media planners are sceptical about its performance in subsequent screenings.
Hariharan Vishwanath, National Head, Buying, MEC, said that these were good numbers for the second screening of the movie and added that the clients had got a good deal for the investments they had made. He further said, “There is a possibility of the next screening to be telecast on SET Max and that too on a different time band such as in the afternoon.”
He predicted that the drop in the numbers would be dramatic and that the next screening of the movie would not garner more than 2 TVR.
On the other hand, Avinash Pillai, National Buying Director, Mediacom, expected good numbers for the next screening as well. He said, “If the movie is telecast on Sony, I would expect it to get around 4-5 TVR and around 3- 3.5 TVR if it is telecast on SET Max.”
He further said that the telecast on SET Max had fetched slightly higher numbers than he had expected.