Home >> Media-TV >> Article

CCI penalty may pave way for new revenue avenues for DTH players

28-June-2013
Font Size   16
CCI penalty may pave way for new revenue avenues for DTH players

The Competition Commission of India is likely to slap theatre owners and Tamil Nadu Theatre Association with a penalty for engaging in anti-competitive strategies against the movie Viswaroopam. The CCI is acting on a complaint by the actor, director, producer of the film, Kamal Hassan.

Kamal Hassan, who had initially planned to launch the trilingual film on the DTH platform ahead of its release in theatres, had to change his strategy owing to protests from theatre owners. Hassan then approached the CCI alleging industry bodies had adopted anti-competitive practices to restrict the release of his film. He further had alleged that the association had acted like a cartel.

The decision, according to industry experts, is good news for DTH players and might carve a new way of revenue and trend for film producers and the DTH players. Rajkamal Films International had scheduled the release of the film on the DTH platform at Rs 1000 (Tamil Version) and Rs 500 (Hindi and Telugu version).

A new trend

Since the industry now understands that the decision, if executed, is likely to boost the morale of DTH players and can provide further screening of films on the platform, it is highly felt that other film producers are likely to follow suit of associating with DTH players for screening of certain topical films. Roopak Saluja, Founder of Bang Bang Films mentioned, “The trend can emerge, but it would depend upon the kind of film and the audience it caters too. Having said this, I would also say that it would not be a bad idea to initiate such a step. This could definitely help the industry. It certainly can emerge as a good revenue option for players and the filmmakers.”

A Tamil production house owner, on condition of anonymity, said, “We too have earlier thought of screening films on DTH first. This is a very innovative step, as audience have the luxury of sitting at home and enjoying the movie. But no film producer took the risk of going against the theatre owners. Now this decision could be a benchmark and might encourage other movie makers to also think of the DTH option first.”

Industry experts feel that DTH platform might generate revenue and would also illustrate exact viewership of the film. Although, they also feel that this might discourage the Box Office collections to a certain extent, but that would be topical. “Some movies are created for certain audiences. Some become a hit after they get off from theatres. This is a good move and if CCI decision is able to encourage other movie makers, then it would not only impart value to the movie but would also ensure that cash crunch does not happen on the producer front,” said Amitesh Jha, Entertainment and Media Analyst, Money Value Holdings.

Although the decision by CCI is still pending, the Commission has received a report from its Director-General of Investigation. It is likely to pass a decision against the cinema association soon.

Rajkamal Films International could not be reached for comment at the time of filing the report.

Tags CCI Competition Commission of India Viswaroopam Tamil Nadu Theatre Association Kamak Hassan Rajkamal Films International DTH Roopak Saluja Amitesh Jha Bang Bang Films

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

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

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Radio Mirchi maintained its top spot while Fever FM replaced Big FM at the second spot in Kolkata

Singh explains why marketers should focus more on maintaining the core essence of a brand and not just innovations

Venkat brings with him over 20 years of extensive experience of working in media, creative, cultural and knowledge industries on several international projects in over 30 countries.