Krrish repeats 70mm magic on the small screen

Krrish has leapt to a new high. But, this time the superhero wasn't performing at a nearby multiplex but on the small screen in your drawing room.

The sequel to superhit 'Koi Mil Gaya' starring superstar Hrithik Roshan featured on STAR Gold on May 6, became the highest rated movie this year among the Hindi movie channels. The movie garnered a TVR of 4.16, which according to media experts is a "new benchmark for Hindi movies on television".

"The Movie has reached out to nearly 13 million viewers in the Hindi speaking markets. It has beaten the world premiere of last year’s blockbusters on the small screen such as 'Lage Raho Munnabhai', 'KANK' and 'Omkara'” claims Prem Kamath, marketing & communications head, STAR India.

Kamath feels that the success of the movie showcase on the small screen can be attributed to both the promotional marketing activities, and the strength of the title.

He says, “A title such as Krrish sells on its own. However, one needs to spice up and excite the viewers by creating an awareness on the movie’s telecast.”

There have been big titles which were premiered on television within short span of their release but didn't do well due to lack of promotional events," adds Kamath.

Among many promotional activities the channel ran a contest on the day of the first airing of Krrish, which received response of around 35,000 entries. While the contest conducted for Tata Sky (title sponsors) subscribers received an overwhelming response of 85,000 entries.

The contest for the second airing of Krrish on the channel received a much better response – around 80,000 entries.

In fact, last week's telecast of the movie was the third telecast on television. Early this year, when the movie was premiered on STAR Plus, it garnered a rating of 5.45 TVR, while on its second showing on STAR Gold, also last year, it recorded a rating of 3.4. (TAM CS 4+ HSM).

However, the third telecast on STAR Gold reached an all time high TVR of 4.16 because the movie was telecast without any breaks.

No doubt, Krrish on STAR Gold had a great success. However, one question that repeatedly strikes one’s mind that a movie channel can never sustain itself with such one film wonders. In comparison, some of the other competitive Hindi movie channels maintain a regular viewership even with the old titles.

Kamath agrees. “Big titles do help in expanding the universe of the channel as it brings in new sets of viewers to sample it.”

“But ultimately, the game is to sustain through oldies supported by strong promotional activities," asserts Kamath.

In fact, Zee Cinema is the perfect example of a movie channel that doesn't spend much on big titles but still manages to keep its head above others.

"Zee Cinema is the oldest movie channel in the country with a huge library. Comparatively, we are a new channel,” defends Kamath.