Top Story


Home >> Media - TV >> Article

‘Koi Mil Gaya’ plays jadoo on Max, goes highest-scorer on movie channels

Font Size   16
‘Koi Mil Gaya’ plays jadoo on Max, goes highest-scorer on movie channels

The Bollywood blockbuster on a mentally challenged boy’s tryst with an extra terrestrial, ‘Koi Mil Gaya’ has delivered heavily for Max and by simple virtue of available options, worked better than it did for Sony Entertainment Television. On Max, the Christmas Day-broadcast of the movie has fetched a rating of 5.68, making it the highest scorer on a movie channel in 2004. On Sony, when the movie was aired on October 24, 2004, it clocked 5.39.

As is known, a movie on mass channel delivers larger numbers in comparison to a movie channel, due to the difference in audience base. However, the logic was void in this case. Sharing on possible reasons, NP Singh, COO, Sony Entertainment Television Network, expresses, “When ‘Koi…’ was aired on Sony, STAR Plus and Zee had big properties pitted directly against it. As a result, there was substantial viewer fragmentation.”

The properties competing for viewer eyeballs simultaneously with ‘Koi…’ on Sony that night were the repeat telecast of ‘STAR Parivaar’ on STAR Plus and Zee TV’s weekend movie ‘Hum Aapke Hain Kaun’. Interestingly, TAM Media Research data indicates that the cumulative rating on this day for the target CS 4+ in the Hindi speaking markets, between the three channels is as high as 10.2, where otherwise the cumulative rating on Sunday evenings, barely goes beyond five.

Perhaps the channel didn’t manage as per expectations on Sony, but on Max, the title has surely delivered results. “More than the title, it is Max itself,” says Singh, “Even the repeat telecasts of movies like ‘Tere Naam’ and ‘Baghban’ have given the channel a two and three-plus rating, which is very good for a movie channel.”

The other high deliverer of 2004 has been the dubbed version of ‘Titanic’ on STAR Gold (5.37). The third highest scorer of the year is ‘Sholay’ on Zee Cinema that gave the channel a 4.78. Needless to say, that as far as the top slots are concerned for movie channels, it is not movies but the Champions Trophy and the Videocon Cup that take the first 11 slots.

Singh believes that this, along with innovative marketing and on-screen and off-screen promotions are reasons why movies have done well on Max last year, “With the cricket properties, we managed high reach and used it for our other shows. The challenge has been to retain this reach, post cricket and if our performance is anything to go by, we have managed that as well.”


Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

Co-founder and CEO of Britzo launched IVVO smartphone under the ‘Make in India’ program

Sidharth Gupta, Co-founder, Treebo talks about their outdoor campaign ‘Perfect stay or don’t pay’, what prompted this bold advertising move, its targeting, and the metrics that the brand utilizes to measure the efficacy of such a campaign

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

Co-founder and CEO of Britzo launched IVVO smartphone under the ‘Make in India’ program

“Hate speech targeting journalists is shared and amplified on social networks, often by troll armies,” the report read while stating the reason for drop in India’s rank.

We take a look at travel company, MakeMyTrip’s ad with its brand ambassadors – actors Ranveer Singh and Alia Bhatt which has garnered the brand 4,239,789 views on YouTube