Top Story


Home >> Media - TV >> Article

‘Koi Mil Gaya’ plays jadoo on Max, goes highest-scorer on movie channels

Font Size   16
‘Koi Mil Gaya’ plays jadoo on Max, goes highest-scorer on movie channels

The Bollywood blockbuster on a mentally challenged boy’s tryst with an extra terrestrial, ‘Koi Mil Gaya’ has delivered heavily for Max and by simple virtue of available options, worked better than it did for Sony Entertainment Television. On Max, the Christmas Day-broadcast of the movie has fetched a rating of 5.68, making it the highest scorer on a movie channel in 2004. On Sony, when the movie was aired on October 24, 2004, it clocked 5.39.

As is known, a movie on mass channel delivers larger numbers in comparison to a movie channel, due to the difference in audience base. However, the logic was void in this case. Sharing on possible reasons, NP Singh, COO, Sony Entertainment Television Network, expresses, “When ‘Koi…’ was aired on Sony, STAR Plus and Zee had big properties pitted directly against it. As a result, there was substantial viewer fragmentation.”

The properties competing for viewer eyeballs simultaneously with ‘Koi…’ on Sony that night were the repeat telecast of ‘STAR Parivaar’ on STAR Plus and Zee TV’s weekend movie ‘Hum Aapke Hain Kaun’. Interestingly, TAM Media Research data indicates that the cumulative rating on this day for the target CS 4+ in the Hindi speaking markets, between the three channels is as high as 10.2, where otherwise the cumulative rating on Sunday evenings, barely goes beyond five.

Perhaps the channel didn’t manage as per expectations on Sony, but on Max, the title has surely delivered results. “More than the title, it is Max itself,” says Singh, “Even the repeat telecasts of movies like ‘Tere Naam’ and ‘Baghban’ have given the channel a two and three-plus rating, which is very good for a movie channel.”

The other high deliverer of 2004 has been the dubbed version of ‘Titanic’ on STAR Gold (5.37). The third highest scorer of the year is ‘Sholay’ on Zee Cinema that gave the channel a 4.78. Needless to say, that as far as the top slots are concerned for movie channels, it is not movies but the Champions Trophy and the Videocon Cup that take the first 11 slots.

Singh believes that this, along with innovative marketing and on-screen and off-screen promotions are reasons why movies have done well on Max last year, “With the cricket properties, we managed high reach and used it for our other shows. The challenge has been to retain this reach, post cricket and if our performance is anything to go by, we have managed that as well.”


Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

Luis Fonsi, Rita Ora, Jain of Makeba fame , Dimitri Vegas, Jason Derulo, Charly Black and Dasu, J Balvin, Parineeti Chopra, Tiger & Jackie Shroff speak exclusively to the radio channel

The Film-Maker, as the host of ‘Calling Karan’, Will Be Just A Phone Call Away From Listeners Seeking Advice On Love & Relationship

The group aims to double its FMCG turnover to Rs. 1,000 crore over four years.