Home >> Media-TV >> Article

Sony hits a six with 'Lagaan'

12-November-2002
Font Size   16
Sony hits a six with 'Lagaan'

Its been a season of movies and the latest in the queue, the much awaited, much hyped block buster on Sony TV, Lagaan, saw audiences flocking to the channel. The movie, aired on Sunday 27th October saw ratings climbing to 10.55% according to latest figures released by TAM Media Services.

In spite of being on air for about five and a half hours, it managed a TVR of 10.55 % in the C&S 4+ audience, and a better 10.64% in C&S 15+,across 9 Hindi speaking markets.

Said a happy Sunil Lulla, Executive Vice President, Sony Entertainment Television, "We are extremely happy with the ratings that Lagaan has got. I think this is the highest viewership any movie on any channel has achieved in the last fifteen months. The way we promoted the movie and packaged it helped, not to forget that it is a really good film". He adds, "Lagaan was a good business proposition - it delivered for the advertisers as well as the channel."

Would it make blockbusters a more frequent phenomenon on the channel? Sony, according to Lulla, has been showing hit Bollywood movies on a regular basis even in the past, and it is not a new happening, "Sony has always had a strong catalogue of films. We have made an investment in it as we believe that it is an important stream to provide good reach to the advertisers, as well as give viewers a good viewing experience."

Zee, which launched its own set of blockbusters on Thursdays as a strategy to enhance its viewership. Does Lulla also believe that Bollywood movies work better than any other genre on Indian television? He says, "All movies don't do equally well - as is the case with original programming where not all programmes do well. However, having said that a good title has a lot of audience appeal, and hence helps in meeting the business objectives better. I would repeat, title matters a lot."

Meanwhile the ratings garnered by the latest Thursday movie on Zee, 'Om Jai Jagdish' (4.23 % in C&S 15+ across the nine Hindi speaking markets) do seem to substantiate Lulla's argument that the title matters a lot.

However, media fraternity feels that Lagaan getting TRPs of 10+ is no earth shattering record as "Humraaz did 6.5, and reached 10 in some of the important cities. Considering the fact that Lagaan was the biggest hit of the year and the price the channel must have paid for it - it is not a big achievement."

When asked if the success of the success of Bollywood movies indicated that they were the best medium to garner viewership, Says Suresh Balakrishnan, executive President, Initiative Media, "Sony has shown block-buster movies before as well - for example Border. And these movies must have made good business sense for the channel."

However, he adds, "Movies have been used as tactical tools for quite some time to get good business. But Zee, for the first time, is using them as a strategy to drive viewership. Movies like Mujh Se Dosti Karoge must have had full inventory but it used slots to promote its own programmes as well. And we would be seeing it as a growing trend in time to come." He also states, "More brands will look at movies seriously if the deal is for a longer duration rather than a one off blockbuster."

Emery says everything that Unilever CMO Keith Weed says has a touch of genius. He also talks about his expectations from Cannes, WPP without Sir Martin Sorrell and his love for Mindshare India.

In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.

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

right
left
EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS TALENTED YOUNGSTERS GET TO PRESENT THEIR WORK BEFORE STALWARTS IN THE AD INDUSTRY INDIA RADIO FORUM 2018 RECOGNIZES EXCELLENCE IN RADIO INDUSTRY 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

Mookerjee will lead the agency’s focus on strategic media planning, technology, data, content and ROI driven solutions

Lizol continued to reign the top spot in BARC’s Top 10 Brands for Week 23 (June 2-8, 2018)

Mazhavil Manorama which was at the fourth position in Week 22 climbed two positions up, bagging the second spot in Malayalam GEC category. Zee Telugu came in the first spot outdoing Star Maa in week 2...