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Artical

Broadcasting rights- the best ROI

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When shooting for a film, all the cast and the crew are sceptical about the film's performance. And people try and analyse a film’s potential by judging the promos. But there are people who who stake their money , even before the movie releases by buying its broadcasting rights. It is difficult to know what makes a film ‘hit’ or ‘flop’ or how many people are really waiting for the movie. In a coun



ry like ours , not everyone is watching films in theatres. People in many parts of the country are admitting that they cannot afford to go to multiplexes with their families to watch a latest flick. Even in modern cities like Gujarat, which is a huge market, a considerable number of people fall in the category of the ‘television audience’ .  they wait for a movie to air on television. This is a new audience as it is difficult for people with traditional views to change their views, they find going to theatres modern and a waste of money. This audience primarily consists of people who are hardcore tv viewers and contribute to tv viewership.

The direct-to-home (DTH) operators are also contributing to this trend, as they are adding big numbers of people watching movies on TV. According to sources ,the penetration of TV in India grew from 58% in 2009 to 61% in 2010 at 600 million viewers, a big market indeed.  Where star cast, music and the genre influence people to go to theatre to watch a particular film , on the other hand, television offers more variety and it gives the audience more range of subjects to choose from.

Every channel is struggling to buy the rights for all the upcoming megabudget films. If rumours are to be believed then, Sony channel has bought the satellite television rights for Hrithik Roshan-starrer Krrish 3 for a record Rs.37 crore. Bollywood stars are encashing on this opportunity and are selling the rights for their films for heavy prices. "Almost every top star enjoys a close relationship with one or the other broadcaster because of the reality shows or otherwise and is using that to close deals," says a veteran, who is closel



ught the satellite television rights for Hrithik Roshan-starrer Krrish 3 for a record Rs.37 crore. Bollywood stars are encashing on this opportunity and are selling the rights for their films for heavy prices. "Almost every top star enjoys a close relationship with one or the other broadcaster because of the reality shows or otherwise and is using that to close deals," says a veteran, who is closely associated with the broadcasting business. The success of a film on the small screen is judged by the TRP or Television Rating Point , which is an average of how many people across the country have watched it at the time of it being aired.

Broadcasters nowadays are closing pre-release deals and are paying huge money for it. Movies like krrish 3 and ra-one are being chased after a lot because of the hype created about them in the market and their mass appeal. So, its not only the box office success that matters but capturing the heart of the small screen audience is also the need of the hour .

 

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