Television

Movies to boost Zee Telefilm's Q3 FY03 - SSB report

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2016/03/01/Untitled-1_32.jpg?itok=16WmeT8v

MUMBAI: A Salomon Smith Barney report has stated that Zee Telefilm's 3QFY03 is likely to see a significant jump in revenues and profitability due to the accounting policy followed in amortization of movie costs. But, the report adds that this strategy is unlikely to engineer a long-term shift in viewer patterns.

Through its successful "Thursday Premier" prime time slot, Zee is generating revenues equivalent to approximately 100 percent of the movie cost in the first viewing while amortizing the cost over 60 months (or license period, whichever is lower). But, Zee Telefilms has had a bad 2QFY03 and will face a tough 4QFY03 due to the World Cup cricket 2003.

The report estimates that a mere 2x jump in viewer ratings could increase profits by over 100 percent in one year. However, given the huge gap between the leader (Star Plus) and Zee, this is unlikely to happen overnight.

The report also mentioned that Zee has over the past two years lost its core channel identity as a family channel - identified by both the masses and the classes. It adds that the frequent changes to its programming lineup (changes in the FPC), redefinition of its target audience and some poor content (Sawal Dus Crore Ka) have exacerbated the problem.

The report reasoned that if Zee had to rebuild goodwill, a strong channel driver program (such as Friends or Who Wants to be a Millionaire?) is needed. More importantly, to break Star's hegemony, attractive programming content across prime-time bands needs to be developed, it adds.

The report also claimed that Zee TV had acquired worldwide satellite broadcast rights for approximately 16 movie properties (cost approx Rs 300 million) to stem the tide of declining share and low ratings.

The report mentioned that the broadcast of these movies (every Thursday from 10 October 2002 to 23 January 2003 as per the current schedule) has been successful in generating significant advertiser interest and stemming the slide in ratings. At a recent AGM, Zee's chairman indicated that based on ad spot bookings, the cost of the movies (plus a small profit) was being recovered in the first showing.

The report also mentioned that this development gives Zee a significant cushion to invest in improving its content and enhancing the overall viewer experience. It also mentions that there have been some recent improvements in the quality of channel promotions and interstitials.

However, the report cautioned that the follow-through has to be an important element of Zee's movie strategy as the movie-based content was unlikely to effect a long-term shift in viewer habits for a general entertainment channel due to issues of cost and scarcity of supply of movie-based content.

The report also added that the rating points of advertisements aired during movie breaks compared to ads aired during top-rated TV serials indicate that it continues to be more cost effective to advertise on regular shows than on movies.

The report mentioned that a cola advertisement on Star Plus generated ratings of 11.61, the same advertisement when aired during Zee TV's Thursday movie slot generated ratings of only 3.57. Movie-based content strategies have been used in the past by all channels to either strengthen their brand (Star Plus 1999-2000) or increase visibility and connectivity (Sony) or to counter falling ratings (Zee TV 1999 and 2002).

The report also mentioned that a key metric to evaluate the success of the new movie strategy was related to the incremental viewer numbers the "Thursday Premier" strategy could generate for Zee's other prime time shows and how sustainable that is through the World Cup Cricket months of February and March 2003.

The report also saw a risk in advertising revenue growth in 4QFY03 as ad spends shift toward sports channels from general entertainment channels.

Zee's new movie strategy, while likely to yield strong revenue growth in 3QFY03, is unlikely to engineer a long-term shift in viewer patterns. Content that attracts viewers on a daily basis in SSB's view is the only strategy to retain viewers and attract advertiser interest.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/BARC_1%20%281%29.jpg?itok=4rZPuncb
Star Plus & Sony Pal continue to dominate GEC market

In week 11 of Broadcast Audience Research Council (BARC) India data, Star Plus continued to led both the market Urban and (U+R). Sony Pal maintained its leadership position.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/25/SWAMI.jpg?itok=RVOfsNYz
Depute law officer to probe NDTV tax case, Swamy urges FM

Rajya Sabha MP Subramanian Swamy has recommended through his Twitter handle that the finance ministry should field a Law Officer with the integrity to challenge NDTV's income tax case of Rs.525 cr failing which it would have to face protest by him (Swamy.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/Shots-Fired%20%281%29_0.jpg?itok=Mdip66Cr
'Shots Fired' starring Hunt to debut on Star World Premiere HD

Star World Premiere HD turns up the drama this month with the gripping limited TV series ‘ Shots Fired’ that will exclusively air on the channel every Saturday, 10pm starting 25 March.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/master%20%281%29.jpg?itok=G0-nG5vY
Barbie reaffirms ‘You can be anything’ with MasterChef on Star World

Barbie’s message of You Can Be Anything is going to spread far and wide, reaching out to moms and kids, with Barbie’s latest association as the presenting sponsor for popular TV series – MasterChef U.S. Junior season 5 that will air every Sunday at 9pm on Star World and Star World HD.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/ndtv%20%281%29.jpg?itok=_sClALIX
NDTV back with 'Get The Look' with Ambika Anand

One of India’s premier lifestyle channel, NDTV Good Times, is back with its fashion makeover series ‘Get The Look’ with Ambika Anand. The longest running fashion makeover show on Indian television is donning a whole new avatar this season, as it celebrates Cutting Edge Indian Style by exploring...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/roy%20%281%29.jpg?itok=__3FJj_i
NDTV India ban reversal: Centre wants apology, counsel seeks time from SC

The Central Government on Friday told the Supreme Court that the one-day blackout order against New Delhi Television Ltd (NDTV) India will be reversed only when the channel offers an apology for its coverage of the Pathankot militant attack on 2 January last year.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/raghav-bahl%20%281%29.jpg?itok=5kSEgS_c
Raghav Bahl favours 'reverse mentoring' in media, awaits licence to start channel

Senior media professional Raghav Bahl believes senior editors need to encourage the thoughts of young journalists as "their perspective towards news is different and connected to the new-age digital readers."

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/Sidhu%20and%20Prasana%20Krishnan.jpg?itok=Fa3HzH4E
IPL: Sony will have Telugu, Tamil & Bengali feeds, non-committal on Sidhu

MUMBAI: Sony Pictures Networks India is planning to inject adrenaline into the 10th season of the annual cricket fever beginning 5 April. Having over 361 million viewers glued to the screens during the last season, Sony network will continue to have Telugu feed for this year’s edition as well. The...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/greenhouse-key_0.jpg?itok=_tVCfSqC
Keshet & Ananey bring teen & kids series to India

NEW DELHI: Global production and distribution powerhouse Keshet International (KI) and Ananey Communications Group have partnered to bring teens', tweens’ and kids’ series to the global market in KI’s first foray into the genre.

Television TV Channels Kids

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories