Are film promotions on TV losing novelty?

MUMBAI: Television has carved a niche for itself in India.  There are many different kinds of shows ranging from fictional, non-fictional, reality and seasonal programmes. While the film fraternity used to earlier view television as a subordinate to movies, today, it is hard for the fraternity to imagine its existence without television. Over the years, television shows have become the most sought after platform when it comes to film promotions. Films are being promoted radically on every show and by doing so, the audience gets a chance to formulate opinions about an upcoming movie. The films get noticed and it builds curiosity amongst the viewers. But is this trend wearing out?


Speaking on how the promotion of films influences the audience, producer of Taarak Mehta Ka Ooltah Chashmah, Asit Kumar Modi says, “Film promotion on television shows is very common. These days, everybody needs media publicity. So, a film will definitely benefit by being on a popular show on TV. At the same time, the TV show will also have celebrities for an episode or two. It’s a win-win situation.”


Having a similar opinion on the impact of film promotions on television, producer of Diya Aur Bati Hum, and Punar Vivah, Sumeet H Mittal opines, “I believe it works to the advantage of both the show as well as the film being promoted. For the television series, it gives the audience a twist to look forward to while in the case of the film being promoted, it helps to reach an assured mass audience.”


With the stupendous success of ‘Happy New Year’ (HNY), one has to agree that marketing strategies are vital for a film to get the right kind of attention. The baadshah of Bollywood, Shah Rukh Khan promoted HNY on platforms like ‘Kaun Banega Crorepati’ (KBC), ‘Comedy Nights with Kapil’ and went a step ahead by even launching a reality show, ‘Dil Se Naachein Indiawaale’ on Zee TV.

Founder of Director's Kut Productions and director of many popular hit television shows, Rajan Shahi, expresses, “In terms of film promotions on television, I feel that the novelty has gone away. Few years back, it was a rarity to see a Bollywood celebrity on television. The audience used to look forward to it.  It was something new and generated lots of curiosity. These days, every film is being promoted on every show, on various channels. It is not as exciting as it used to be before. The audience has understood that these are all promotional tactics.”


Well, the fact is – trends are temporary. The audience today is wise enough to understand that a celebrity appearing on a show is just part of the movie’s promotional campaign. Whether or not this promotional mechanism will be equally popular in the next few years would depend on what new marketing strategies film makers come up with.

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