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Zee gets aggressive; buys 10 movies for an estimated Rs 200 crore
While the figures for all the individual movies could not be attained at the time of filing this report, industry sources state that the network has paid an estimated Rs 37 crore each for Don 2 and Agneepath, while Agent Vinod and Desi Boyz have been acquired for about Rs 15-18 crore each. Meanwhile, Joker has been bought for Rs 20-22 crore.
With STAR Plus holding a vice-like grip on the top Hindi GEC (general entertainment channel) slot and Sony gaining momentum, Zee Network's flagship channel Zee TV has been ailing for a while now. Meanwhile, STAR Gold's furious display of blockbuster movie premiers (Bodyguard, Singham, Zindagi Na Milegi Dobara) in 2011 has dulled Zee Cinema's image, too.
While the figures for all the individual movies could not be attained at the time of filing this report, industry sources state that the network has paid an estimated Rs 37 crore each for Don 2 and Agneepath, while Agent Vinod and Desi Boyz have been acquired for Rs 15-18 crore each. Meanwhile, Joker has been bought for Rs 20-22 crore.
To begin with, Desi Boyz will be the first from the list that will witness a blockbuster premiere on Zee Cinema on February 18 at the 9 pm slot. To promote the movie, the channel will give one chosen couple a chance to 'win a trip to the UK' with the Desi to Videsi contest. As part of the contest, the viewer will have to answer a few questions while watching the film premiere. The winner will be declared during the repeat telecast of the film on the channel on Sunday, February 19 at 6 pm.
Speaking on the acquisition, Punit Goenka, managing director and CEO, ZEEL, says, "We are very happy to have augmented our vast library to bring these films to the Indian audiences. Soon, we will bring the biggest blockbusters to the small screen. These films will give us an opportunity to showcase some of the most awaited films on TV. We have already drawn a very positive advertiser response for the films."
The premiere of a big ticket movie has always acted as a key content differentiator for a television network. Take for instance the Hindi general entertainment channel (GEC), Colors. The channel premiered Ajab Prem Ki Ghazab Kahani in December 2009, just a month after the movie's theatrical release. The movie garnered 7.45 TVR (C&S 4+, HSM), contributing 50.2 GRPs to the channel.
However, 2011 elaborately suggested that block buster premier movies could act as a furious catalyst to boost a channel's viewership. Be it Bodyguard (10.08 TVR), Singham (8.79 TVR) or Robot (4.11 TVR), the premieres garnered decent grades to push the respective channels/networks up the GRP ladder.
However, industry players complain that the acquisition price shelled out for movie broadcast rights today are rocketing sky high -- somewhere around Rs 6-40 crore on an average.
And since, typically, the premiere of a movie happens on a GEC, the effective rates are far higher when compared to a movie channel.
According to TAM, the Hindi movie genre holds about 15 per cent of the total TV viewing pie. The genre has seen a nominal growth in overall viewing post IPL, 2011. The number of unique movies aired in 2011 has also decreased by 10 per cent, while both airtime and viewership of dubbed movies from the South have seen a clear growth during the year.