Broadcast networks counter IPL by banking on Hindi movie channels

Broadcast networks counter IPL by banking on Hindi movie channels

Author | Synjini Nandi | Monday, May 06,2013 7:00 PM

Broadcast networks counter IPL by banking on Hindi movie channels

Hindi movies is the second biggest genre in Hindi speaking markets, with Hindi GECs being the clear leaders. But where Hindi GECs are shying from new show launches with IPL being in full swing, Hindi movie channels have been launching various properties to garner viewer attention.

exchange4media takes a look at some of the movie premieres as well as new properties that are under the spotlight.

Star Gold recently hosted the television premiere of Dabanng 2 on April 20, 2013. The channel also aired 'Blockbuster Dopahar' during the afternoon band throughout the month of April. Some of the titles aired during this slot were Son of Sardaar, Ferrari ki Sawari, Housefull, Partner, Bol Bachchan, etc. It also hosted a special comedy movie slot every evening at 6PM.

The second movie channel from the STAR stable Movies OK also hosted the 'House Full contest' on weekdays in the afternoon band from April 8 to April 30, 2013. It was an interactive movie contest for the entire family. The rationale of having the contest in the afternoon was to attract viewers before the match starts.

Zee Cinema has launched 'South ka Super Punch', which is a two-week long festival of popular southern blockbusters dubbed in Hindi. The festival will have the premiere of Hindi dubbed versions of South movies such as 'No. 1 Businessman', 'Aag Ka Gola' and 'Aakhri Baazi'. The festival will air movies every Monday to Friday at 9PM.

The channel is promoting the festival in an off-beat way; instead of showcasing any of the stars or even visuals from the films being aired, the promo raises a toast to the sheer flashiness and flamboyance of southern cinema and its brand of comical action. It also features a special rap song that has been composed in-house by the creative team at Zee Cinema, celebrating the larger-than-life attributes of these films.

Cashing in on the current rage of cricket, Zee Cinema has also created some very witty cricket-centric comic strips, spoofing the most widely discussed developments from the ongoing series and associating them with the festival in a unique manner. These comic strips are available across various digital platforms as well.

UTV movies will be premiering movies such as Kai Po Che, ABCD, etc. going forward.

Hindi GEC vs. Hindi movie channels
Apart from Star Plus launching two new shows, GECs are staying away this IPL season. According to movie players, films serve as a form of entertainment for both, the young and old and hence, can be consumed at any period of time irrespective of the other activities in the broadcast space.

This can further be supplemented by the fact that Hindi movie channels observed a viewership share of close to 12 per cent in 2012. In 2013, the genre increased its viewership by 13 per cent (Source: KPMG). The competition in this genre continues to remain intense, with most movie channels of large networks delivering 50 to 60 GRPs per week.

Also, Sony Entertainment Television hosting the premiere of 'Jab Tak Hai Jaan' proves that channels are more than willing to bet on movie premieres on television as compared to launching a new series during the IPL time period.

However, GEC players share that their programming line-up and schedule is not dictated by IPL and no shows being launched now could be a mere coincidence. With all the major networks having their own movie channels in addition to the GE channels, it is a win-win situation in either case.

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