Top Story


Home >> Media - TV >> Article

‘3 Idiots’ continues to work its charm, gets 6 TVR for Max

Font Size   16
‘3 Idiots’ continues to work its charm, gets 6 TVR for Max

Acquiring the rights for ‘3 Idiots’ has paid off for MSM. When the movie was premiered on Sony Entertainment Channel in July this year, it got astounding numbers. The movie managed to get 10.9 TVR in HSM markets (C&S 4+), while it got 13.1 TVR in HSM metros and 10.1 TVR in the six metros. These numbers were the highest received by any movie in the recent past.

The movie’s second screening was on Max in August 2010, and even the second airing has fetched the channel good ratings. In the C&S 4+ HSM market, the movie garnered a rating of 6.0 TVR. In the HSM metros, the movie got a rating of 6.7 TVR, while the numbers dropped a little (5.4 TVR) in the six metros.

These numbers are far better than the other movies that have been aired on Hindi movie channels since 2009. The closest contender was ‘Slumdog Crorepati’, which was aired on SET Max and received a rating of 4.26 TVR (C&S 4+, HSM), followed by ‘Wanted’ on Star Gold, which received 3.98 TVR (C&S 4+, HSM).

Media planners said that the channel had hiked its ad spots rates by five times the normal rate for this movie.

Commenting on the numbers recorded by the movie, Sneha Rajani, Executive Vice President and Business Head, Max, said, “The universal appeal of the film has helped us garner the record breaking rating of 6, the highest for a film channel in recent times. Max is committed to delivering the biggest blockbusters from Hindi cinema, and this showcases our strength.”

While the movie has been giving good numbers to the network as of now, some media planners are sceptical about its performance in subsequent screenings.

Hariharan Vishwanath, National Head, Buying, MEC, said that these were good numbers for the second screening of the movie and added that the clients had got a good deal for the investments they had made. He further said, “There is a possibility of the next screening to be telecast on SET Max and that too on a different time band such as in the afternoon.”

He predicted that the drop in the numbers would be dramatic and that the next screening of the movie would not garner more than 2 TVR.

On the other hand, Avinash Pillai, National Buying Director, Mediacom, expected good numbers for the next screening as well. He said, “If the movie is telecast on Sony, I would expect it to get around 4-5 TVR and around 3- 3.5 TVR if it is telecast on SET Max.”

He further said that the telecast on SET Max had fetched slightly higher numbers than he had expected.


Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Ushering the launch with a campaign titled ‘The New Way to Get Rich’ showcasing how technology gets millennials closer to their financial dreams

Ogilvy and Love Matters conceptualised a campaign that aimed to change the conversation and imagery that is associated with the LGBTQ community and lesbians in particular