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Movie management on television: Not much ‘masti’

10-October-2005
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Movie management on television: Not much ‘masti’

Hindi movies, though dependent on title, are currently one of the most expensive properties on television. STAR Gold’s initiative to premiere Hindi movies on the movie channel is evidently taking time in showing results. SaharaOne TV doesn’t have much to speak of with the numbers of ‘Page 3’. Sony, on the other hand, has something to cheer about with ‘Mughal-e-Azam’s numbers.

TAM Media Research shows that for the target CS 4 + in Hindi speaking markets, ‘Black’ had rated 1.3; ‘Page 3’, which aired on September 30 on SaharaOne, is even lower, clocking 0.43. The telecast of the coloured version of ‘Mughal-e-Azam’ gave Sony a TRP of 4.89. The prior slot showcasing one hour of the making of ‘Mughal-e-Azam’ had rated 2.5, on the whole giving the channel a boost on the weekend block. The movie seems to have taken a little from Big B’s current television stint ‘Kaun Banega Crorepati’, too – the corresponding episode rating 8.7 in comparison to the steady 11-13 TRP that the show grosses.

Sony officials are content. Tarun Katial, Business Head, Sony TV, expressed, “These are very good numbers. The movie is the grandest classic of all times and was never aired on television, so this really was a television premier for the movie. We have done a considerable amount of on-air and off-air promotions around the movie, and the efforts have paid off.”

“These are good numbers for the movie,” added PRP Nair, Media Consultant, Media Direction, “It is just really nice to see a movie of that era showing these kinds of numbers at a time when the current blockbusters are having a bad time delivering any ratings.”

Pradeep Iyengar, Vice-President, Carat Media, offered, “At a time when movies like ‘Swades’ and ‘Hum Tum’ aren’t giving any numbers, ‘Mughal-e-Azam’ has performed for the channel. Though given the grandeur of the movie and its popularity as an all-time classic, the numbers aren’t much of a surprise.”

At the same time, the response around the numbers of ‘Black’ on STAR Gold isn’t that optimistic. The movie has rated 1.3, which is below the expectations of many. The movie was the second big premiere on the channel, after STAR’s decision to take off movies from Plus completely and air it only on the movie channel. STAR officials had expressed then that the move was necessary to grow the Hindi movie channel from the Network too.

A point that PRP Nair brings here is that even as it made sense for STAR to undertake such an act for the development of the channel, it was important for the channel to acquire movies that were more mass and commercial successes. When seen marketwise, ‘Black’ has done better in larger markets, Mumbai clocking 2.6, vis-à-vis the smaller areas.

STAR officials weren’t available to comment on the numbers. With all Yash Raj movies finding their way on Sony, other hits like ‘Koi Mil Gaya’, too, being acquired by the channel, Zee and STAR weren’t really left with much to show.

However, initiatives like the tie-up with Filmkraft for ‘Krrissh’, leading to the subsequent premiering of the movie on the channel, and the reported deal with SaharaOne, which gives Gold access to movies from SaharaOne’s library like ‘Page 3’ and other recent commercial successes, are actions that raise expectations in the channel’s way forward.

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