Hindi GECs have become very bullish on acquiring rights to the latest Bollywood releases, which has changed the whole movie acquisition business. Premiering movies has been paying off rich dividends to the GECs as well. While earlier, there was a considerable gap between a movie’s theatre release and hitting the small screen, nowadays, that gap has reduced drastically. So much so that Hindi GECs are buying movie rights even before its theatre release. A case in point is Colors acquiring the rights for Hrithik Roshan-starrer ‘Kites’ even before the movie was released.
Stiff competition has led channels to create a lot of hype around the television premier of the movies and experiment with their programming strategy to reach out to a bigger set of viewers. Last week, Colors premiered ‘Once upon a time in Mumbaai’ in two time slots on the same day (a Sunday). While most Hindi GECs premier a new movie on the 8 pm slot on a weekend, Colors premiered the Ajay Devgn-starrer on 12 noon and had a repeat telecast at 8 pm. Surprisingly, both these telecasts managed to get almost the same numbers. The 12 pm telecast received 2.07 TVR (C&S 4+, HSM), while the 8 pm telecast got 2.0 TVR (C&S 4+, HSM).
Commenting on this move, Hemen Desai, GM and P&G, AOR Head, MediaCom, said that the strategy of airing a new movie twice was a good strategy from the channel’s point of view as it would let the channel tap into two different sets of audiences. “However,” he added, “this strategy will only work for a new movie.”
Incidentally, at the same time, that is 12 noon, Sony Entertainment Channel had the third screening of the movie ‘3 Idiots’. The first two screenings had managed to get exceptional ratings and even the third screening got higher ratings than the premier ratings of ‘Once upon a time in Mumbaai’. The third screening of ‘3 Idiots’ got a rating of 4.95 TVR (C&S 4+, HSM), which was more than double the premiere ratings of ‘Once upon a time in Mumbaai.’