'Main Hoon Na' perks up Star Plus' share to 20.3 %

MUMBAI: There is no beating the biggest blockbuster movie of the year on the small screen. Main Hoon Na, which aired on Star Plus on 18 December, raked up a record TVR of 10.76 across all Hindi speaking markets C&S 4+ according to TAM data.

The film also made it to the highest rated movie on television for the year across Hindi speaking markets.

Looking at specific markets, the film scored a 14.33 TVR in Delhi, 9.9 TVR in Mumbai and 6.31 TVR in Kolkata. But the highest rating came from Gujarat (in the 0.1 to one million population) where the film garnered a whopping 19.13 TVR.

The movie also managed to take Plus' channel share from 20 to 20.03 per cent for Week 51.

According to Star India's senior vice president marketing and communication Ajay Vidyasagar, the reasons for the film's successes are many. "It is the biggest film of the year. That in itself brings in a certain threshold of audience. Secondly, we promoted the film three weeks before it aired. We also focussed on the film by driving a lot of PR stating that the number one movie of the year was on the number one channel of Indian Television."

The promotional buzz also added to this whole eye-ball jackpot. In the heartland market, Shahrukh Khan sweaters were created to trademark the movie as well as a Star Plus contest was run asking the audience the number of times SRK said Main Hoon Na in the movie.

Another strategic move was tie-ups with over 2000 cable operators to promote the contest as well as the property. Says Vidyasagar, "Any product has to be activated well. Just having a big movie cannot be the only premise for the film and advertising fraternity to bank on. It is only when you combine a big flick with a big platform does one see such an outcome."

Star, according to industry sources, acquired exclusive telecast rights for Main Hoon Na for Rs 60-70 million. However, company officials declined to comment on the acquisition cost.

Star Plus has sporadically premiered blockbuster movies that have worked well for the channel.

Latest Reads
&Privé HD to premiere the psychological thriller ‘The Gift’ on 23rd June

&Privé HD, the premium destination for nuanced cinema, is all set to premiere the American mystery-thriller The Gift on Saturday, 23rd of June at 1:00 pm and 9:00 pm. The movie marks the directorial debut of actor Joel Edgerton who also plays a central character along with Jason Bateman and...

Movies Hindi
PVR Cinemas pilots the Delhi Edition of the Year Round Programme by MAMI

PVR Cinemas, with its storied history of becoming the leading exhibitor and an eminent platform for all things cinematic launched the Year Round Programme by Mumbai Academy of Moving Image (MAMI) in Delhi.

Movies Hindi
Banijay Asia ropes in Rishi Negi as chief operating officer

Banijay Asia, founded by Deepak Dhar, has appointed Rishi Negi as chief operating officer (COO). The group recently announced its entry into the region with a commitment of producing scripted and non-scripted content across genres including digital and films for India and South East Asia. Negi...

Movies Independent
Shemaroo gears up for digital era; adds devotional app Ibaadat

MUMBAI: Right at the opportune time, one of India’s oldest media companies, Shemaroo Entertainment, has launched a new devotional app called Ibaadat. The Islamic devotional app will contain live feeds, devotional tunes, an e-commerce platform, donation service, etc. Over time, customer feedback...

Movies Hindi
BookMyShow sells over 3.5 million tickets for Avengers: Infinity War; contributes close to 45% to its opening weekend collection in India

Avengers: Infinity War set new records on BookMyShow as it became the first Hollywood film to sell an unprecedented 12 tickets a second when the bookings were at its peak on the weekend. BookMyShow has so far sold over 3.5 million tickets for this mega blockbuster and has contributed close to 45...

Movies Hollywood
Higher numbers push up financials; 'Padmaavat' top grosser for PVR

BENGALURU: Higher box office, food and beverages (F&B) and sponsorship revenues, higher occupancy, higher average ticket prices (ATP) have helped push up Indian exhibitor PVR Ltd’s (PVR) overall numbers for the quarter and year ended 31 March 2018 (Q4-2018, quarter under review, FY-2018, year...

Movies Hindi
World IP Day celebration in Delhi and Mumbai

MUMBAI: A range of stakeholders from the local screen community united to stage a number of events in celebration of World Intellectual Property (IP) Day. This year’s theme campaigns celebrate the brilliance, ingenuity and courage of women who are driving change in the world and shaping our common...

Movies Hollywood
Zee Cinema's marketing mania for the world tv premiere of 'Fukrey Returns' on 1st April at 8 PM

The Fukra boys Hunny, Choocha, Zafar and Lali get on with their lives after successfully getting Bholi Punjaban arrested. But they are in for a shock when she returns early from prison and tries to seek revenge. The second installment of the Fukrey franchise, Fukrey Returns which earned over 100...

Movies Hindi
Eros International's Bajrangi Bhaijaan grosses over Rs.169.17 crores (USD 25.95 million) in first 10 days of release

Eros International Media Ltd, a leading global film company in the Indian film entertainment industry, announced Producer Salman Khan Film’s Bajrangi Bhaijaan has collected over Rs. 160 crores within ten days of its release in China. More than two years since it opened in India, Bajrangi Bhaijaan...

Movies Hindi

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories