Perhaps the only ‘new’ thing to happen to the Hindi movie genre in 2007 has been the launch of Bindass Movies, otherwise trends in this genre, as far as the performance of the various channels are concerned, haven’t changed much from what was seen in 2006. The top two slots is still a fight between Max and Zee Cinema. Perhaps the other trend seen in the year is that the title battle that was seen in the movie channels in 2006 has been replaced with film festivals and plain brand loyalty towards channels in 2007.
The year 2007 saw Max gearing up for ICC World Cup in March. According to TAM Media Research data for the C&S 4+ in Hindi speaking markets, the end of the first quarter and the beginning of the second one saw Max on quite a high with the ICC Cricket World Cup series in the months. (Scroll down to see the graph at the end of the story.)
While the period preceding that sees Zee Cinema delivering better numbers than Max, the period following the World Cup sees Max as the number one Hindi movie channel for quite some time. Mid-2007 onwards, Zee Cinema and Max battle it out week-on-week, and the leader in the genre kept changing, depending on which week was under scrutiny.
Zee Cinema announced constant film festivals in the year like the mythological films series ‘Bhakti ki Shakti’ in the weekends in June, the Subhash Ghai film festival ‘The Showman Show’ in November, following a Raj Kapoor film festival. With the numbers that the channel has garnered, it would appear that the buzz allowed it let the GRPs trickle in.
Star Gold, meanwhile, has maintained a number three position all year, while Filmy has been on the fourth. The graphs of the two channels are steady, showing no dips or even occasional highs for that matter. Star Gold brought various initiatives to the screen in the year, such as the premiere of ‘My Friend Ganesha’ during the Ganesh festival time in September, and even introduced a Monday World Premiere in August.
Filmy has experimented significantly in the year. From on-ground initiatives such as ‘Live & Filmy’ to promotional activities like ‘Mission Corporate’ in the beginning of the year, Filmy also indulged in shows through the year, including the likes of ‘Kaun Banega Champu’, ‘Bathroom Singer’ and ‘Bollywood Ka Boss’. In addition to off-beat titles like the Bhojpuri film ‘Ganga’, Filmy also acquired the rights of films like ‘Umrao Jaan’, ‘Guru’ and ‘Nishabdh’. However, these efforts have yet not manifested in any ratings spike for the channel in 2007.
The new comer Bindaas Movies had done better than B4U Movies and Jhankarr Movies in the last few weeks. Both B4U Movies and Jhankarr Movies, in addition to Zee Premier, Zee Action and Zee Classic, still have to find a way to make better connect with the viewers. At least in terms of ratings, these channels don’t seem to be in any set of reckoning yet.
Genre Check: Hindi movie channels no longer game for better titles