Television

The whole movie acquisition game has gone for a toss

MUMBAI: In recent times, quite a few International as well as regional films have been dubbed into Hindi to wide commercial acclaim. Why are the channels acquiring the rights to air these foreign films or south Indian films, dub in Hindi and air on their channels at primetime? What might be the reason behind it?

 

Bollywood blockbusters have become too expensive. These films revolve around just the top four to five male actors. Plus, a Bollywood blockbuster comes with a baggage. Bollywood producers have become aggregators. When they sell a blockbuster film, four to five smaller-budget films come in the package.

 

For example, when Karan Johar sells television rights for his blockbuster, he sells it as a package along with a few of the films made under his banner by other directors. The smaller-budget films make no commercial sense for television channels.

 

When Sony MAX bought the television rights for Dhoom 3, reportedly paying a very high price, the movie channel had to buy yet-to-be-released film like Bewakoofiyaan as part of the package.

 

Also, the recall value of bollywood blockbusters now is low. A bollywood blockbuster which was aired on a television channel for the second time, the viewership rating was more than 75 per cent lower than the ratings garnered by the film at its television premier in October 2013.

 

The big budget films being made now make their money in the first and second weekends. The films do not qualify for a second viewing.

 

The economics of acquiring bollywood blockbusters first drove movie channels to dubbing English and south Indian languages films, largely action movies, in Hindi.

 

Sony MAX, Senior Vice President and Business Head, Neeraj Vyas, has an interesting take on the matter. He says, “it is because acquisition of Hindi films has become so expensive. It is virtually impossible to keep buying those films. Everybody everybody has a limited budget. There is a cost that you incur for renewing your existing library. So there is very little money to keep buying those films.”

 

“The whole movie acquisition game has gone for a toss,” says Vyas.

 

Even the Hollywood action blockbusters do not come cheap. These films too are packaged by the studios along with older movies. Aggregation happens even when television rights are sold for Hollywood movies. And, a substantial part of the movies acquired along with blockbusters add to the worthless movie library.

 

In an interesting turn of events, the south Indian films being dubbed into Hindi are gaining more traction as compared the international films.

 

Disney India Director, Programming, Movie Channels, Kunal Mukherjee says Disney has witnessed a preference towards regional films, specifically south Indian language films dubbed in Hindi. “While certain international titles do work wonderfully with the audiences, south Indian films, if taken average, certainly work better.”

 

Do the channels tend to follow a particular timeslot, for example, airing Chinese films dubbed in Hindi on weekends and south Indian films dubbed in Hindi on weekdays? On that Mukherjee states, “We understand our audiences and there is no specific viewing pattern that is followed for dubbed movies. UTV Action brings in content as per the audience preferences and entertains them with movies in the manner and language that is relevant to them.”

 

What is the selection process of the films? “We are constantly listening to our viewers’ choices and for UTV Action, we consider the star cast of the movie along with the number of action scenes and the date of release for our library.”

 

Regarding the audience demographic being aimed at, Mukherjee stated that, UTV Action is a movie channel which entertains audiences across all age groups with content which is acquired through various partners  and associates who own the intellectual properties of the film.

 

Sony MAX’s Vyas says, “Almost 25-30 per cent of everybody’s FPC in a week comprises of south Indian dubs. South Indian dubs are very integral reality of composition of every Hindi movie channel. Those guys completely enjoy south Indian cinema.”

 

Another up and coming movie channel &Pictures also has some exciting projects lined up. The channel is launching ‘Hollywood Sundays’ at 12:00 pm, starting 2 March, 2014, to bring the Asli Desi flavour.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/29/Ekta%20Kapoor.jpg?itok=ARYYpyWQ
Balaji Telefilms to restructure its motion picture business

MUMBAI: It’s restructuring time at Balaji Telefilms Ltd (BTL). The company has informed the Bombay Stock Exchange that it has got the board approval to rejig some of the businesses its subsidiary companies Balaji Motion Pictures Ltd (BMPL) and Bolt Media Ltd (BML).

Television Production House Fiction
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/29/Untitled-1.jpg?itok=jqxbsxLn
Zee Classic refreshes in attempt to attract mass audiences

The Punit Goenka-led Zee Entertainment Enterprises Ltd (ZEEL) has got into a hyper-refresh mood, revamping its channels, one after the other. First, it announced the relaunch of Zindagi, and now it’s the turn of Zee Classic.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/28/Untitled-1_9.jpg?itok=KzrJ1aud
Zeel relaunches Zindagi with new shows; dual audio feed

Zee Entertainment Enterprises Ltd’s alternative Hindi GEC Zindagi, as announced earlier, is going in for a refresh. And in its new avatar Zindagi is rolling out a programming line up consisting of South Korean, Latin American, Spanish Italian, Turkish and home grown Indian shows from 3 October. For...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/28/Untitled-3_0.jpg?itok=ZKMU8dAW
Star India's Gaurav Banerjee's take on 'P.O.W. - Bandi Yuddh Ke'

It has been labeled as the pioneer of saas bahu sagas. But, the leadership trio -- Uday Shankar-Sanjay Gupta-Gaurav Banerjee -- at the Twenty First Century Corp-owned Hindi GEC Star Plus -- has over the past few years been working at breaking down this myth.

Television TV Shows Thriller
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/27/Untitled-1_25.jpg?itok=_2A3Ev9J
Powerpuff Girls: Over 30 brands partner with Cartoon Network

The revival of Cartoon Network’s enduring original franchise The Powerpuff Girls made a spectacular debut on TV screens across EMEA recently. Now, with the show delivering consistently great ratings and interest in the brand accelerating, Cartoon Network proudly details its comprehensive first...

Television TV Channels Kids
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/27/Untitled-1_4.jpg?itok=a_JSVu5m
BARC India ropes in Nielsen's Jamie Kenny as DAM head

BARC India has appointed Jamie Kenney as the business head of its digital arm. The move is a part of BARC India’s plan of launching digital audience measurement in the country.

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/27/TV9.jpg?itok=wNCSSNZG
TV9 network on sale; Zee group front-runner?

MUMBAI: Consolidation in the Indian news television business is but a foregone conclusion, thanks to the plethora of channels operating in the space. The only question is when and who.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/27/Untitled-1.jpg?itok=1qGZUh9d
Engaging content: Akbar Birbal folklore completes 500 episodes

Big Magic is all set to create a new benchmark with the completion of 500 episodes of its marquee show Har Mushkil Ka Hal Akbar Birbal.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/26/Prannoy%20Roy.jpg?itok=O75DOjIQ
NDTV 24 x7 expands its presence in Singapore

New Delhi Television Limited (NDTV) on 26 September announced the launch of its flagship channel, 'NDTV 24x7', on Singtel in Singapore.

Television TV Channels News Broadcasting

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories