World TV premieres of Hindi movies have always managed to garner a lot of audience attention. The year 2012 saw networks focussing on their respective Hindi movie channels for showcasing movie premieres. In a reversal of the recent trend, networks are back to premiering new movies on Hindi GECs, post which they showcase the same on movie channels.
The beginning of the year saw the premiere of fresh titles such as ‘Student of the Year’ on Sony Entertainment Television, ‘Inkaar’ on Colors, ‘Son of Sardaar’ on Star Plus, and ‘Race 2’ on Zee TV. STAR India premiered ‘Dabangg 2’, ‘Jolly LLB’ as well as ‘Dhobi Ghat’ recently on Star Plus; post which some of these titles were telecast on its network movie channel Star Gold and Movies OK.
Sony Entertainment Television also recently premiered ‘Jab Tak Hai Jaan’. It was later showcased on Max. Zee TV premiered ‘Heroine’, ‘Kai Po Che’. In the pipeline are premieres of ‘ABCD’ and ‘Barfi’ for June 2013.
This is in stark contrast to the trend observed back in 2012 wherein networks were undertaking premieres of big movies on their movie channels. It can be recalled that big ticket movies such as ‘Kahaani’, ‘Agneepath’, ‘Bodyguard’ ‘Singham’, ‘RA-One’ were premiered on movie channels with ‘Bodyguard’, ‘Singham’ and ‘RA-One’ garnering a TRP of 10, 8.7 and 6.7 respectively. As per TAM Data for Week 24 2012, shared by Zee Cinema, Agneepath rated 4.73 TVR in Hindi Speaking Markets (HSM). With the numbers rightly in place, what is the reason behind the shift is the question.
According to a KPMG report, Hindi GECs continue to lead the broadcast space occupying 30 per cent of the viewership share, followed by regional GECS at 20 per cent and Hindi movies at 11 per cent. Though the Hindi movie space is the second largest genre in the Hindi speaking market, it is still second to the Hindi GECs. Also in terms of GRP, Hindi GECS clock 200 GRPS on an average or more as opposed to the Hindi movie channels which deliver around 50 to 60 GRPs per week. This would make Hindi GECs a much more viable option as compared to their counterparts in the movie space.
The second key factor which would drive this trend would be monetisation and advertising revenues. The Hindi movies genre is a fragmented market with around 12 players competing for a four percent share of the television advertisement pie, according to the KPMG report. Though the advertisement market for Hindi movies has stabilised at around Rs 12 billion, and is expected to grow at a steady rate going forward, it still remains behind that of the Hindi GECs. Hence, it may be more challenging to monetise blockbuster premieres on movie channels than on the flagship GEC, as effective rates may not be as high, leading to the fact that the returns are more in case of Hindi GECs as opposed to Hindi movie channels.