If pessimists were of the view that the industry would face a lull as the year nears its end and media houses all busy with the New Year initiatives, there’s an argument. Bollywood blockbuster ‘Main Hoon Na’ on STAR Plus has clinched an all-time high for any movie ratings on television. With a TAM Media Research TRP of 10.76 in the Hindi-speaking market for target CS 4+, the movie is unarguably the biggest hit on television in 2004, so far.
Big titles prior to this, like ‘Baghban’ (6.59) or ‘Koi Mil Gaya’ (5.39) on Sony and ‘Munna Bhai MBBS’ (5.57) on Zee TV haven’t even managed to go beyond seven in the given market and target group. Nonetheless, media experts aren’t surprised with these numbers. “You just couldn’t go wrong in this case,” expresses Divya Radhakrishnan, Vice President, The MediaEdge, “The movie had to deliver. Everything about the movie is big – the title itself, the star (Shah Rukh Khan) and then, in STAR Plus, it has a huge platform too. The movie just had to get this kind of numbers.”
Manish Porwal, General Manager, Starcom, echoes Radhakrishnan, “It is a lethal combination – not just a hit movie but a new one too. Great star cast, weekend timing and STAR Plus – these numbers were anticipated.”
Movies with the kind of success that ‘Main Hoon Na’ witnessed and more have been aired on mass entertainment channels before; then what has actually been the reason for such milestone success? “STAR Plus hasn’t really banked on blockbusters like this prior to this,” responds Radhakrishnan, “Also, as far as promoting the movie is concerned, just showing it in the primetime shows was enough a mileage for a property like this, which really doesn’t need any pushing. These elements suffice to offer success like this.”
The movie in total had 12 sponsors, including the likes of World Gold Council and Nokia, amongst others. Another noteworthy success on STAR Plus prior to this was 'The Lost World - Jurassic Park', aired on February 21, 2004, which gave the channel a rating as high as 8.52. As is the case with any movie, for the channel this is a tactical investment and STAR would certainly ensure that the revenues cover costs and more. The channel is also enthused to receive such great response.
Though the year has more hits in the pipeline like ‘Kal Ho Na Ho’ on Sony, where again good numbers are expected, will they be able to break the record that ‘Main Hoon Na’ has created, however seems like a difficult deal.