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GEC's in the rat race for film rights!

Television Channels are eagerly pursuing to get the Bollywood film rights, so that they can screen them on their channels. It would help the channels to increase the Television Rating Points (TRPs).

The huge competition of getting the movies right is taking place among various channels and the most popular ones are ' Star Plus, Zee, Colors, NDTV Imagine and SET Max, a part of Sony.

Star India Pvt. Ltd ' it runs the General Entertainment Channel (GEC) Star Plus, has acquired the television rights for new films like ' Rann, Paa, London Dreams, Aladdin and De Dhana Dhan.

Colors ' Viacom 18 Media Pvt Ltd's Hindi channel, has acquired the television rights for the movies like ' Kaminey, Kurbaan, Wake Up Sid and Chance Pe Dance.

In an exclusive chat with Adgully, Amit Ray, President, Lintas Media speaks on television channels paying huge amount to get the television rights for the movie. And in order to recover the amount they charge advertisers accordingly, says, "Television started acquiring movies long time back like ' Star TV acquired Satya somewhere in between 1999-2000, which was big ticket window. And then World Premiere started to happen time and again. However somewhere in between sharing library among GECs for a movie started taking place. There are two ways of acquiring movies ' first, exclusive ' wherein movie will go to only one channel for a certain period of time, and the other is Library sharing ' wherein movies is shared among GEC, for e.g. ' Malamaal Weekly was showcased on some channel or the other."

He further adds, "The television rights for movies is getting started again, where the channels are bringing the exclusivity bit where they will bid for the big titles whether or not they make the success at the box office, but the movie will always bring ratings for the channel. The channels started acquiring or bidding for the first right of telecast for movies for certain amount of month or years. However I feel the library sharing among GECs should also continue."

On, how much the advertisers are charged and is it justified, on this Ray tells Adgully, "It is a content that matters and it is different in form and format, rather than what in half an hour shows they will get commissions. In television channel in every half hour there is profit and loss. However, movies gives them two more benefits ' first, it provides them some amount of distribution week, because the GECs constantly show good movies, and there will be higher ratings as movie is of more than 3-3.5 hrs. Also, a movie adds to the channel GRPs, TRPs and much more."

As reported by media, the television screening of a big Bollywood release means an increase of almost 30-40 Gross rating points (GRPs) during the week when the movie airs. It is usually enough to help a channel move up one spot in the viewership listings.

For example, Zee's Last GRPs rose to 309 when it showcased All The Best on January 24. The movie earned TRP of 4.23, and Zee came to 2nd position. In the same manner Colors GRP increased by 40 points and earned it TRP of 7.45 when it screened Ajab Prem Ki Gazab Kahani.

In fact looking at the demand for television rights for the movies has increased the cost of film. As per media reports, Joy Chakrabothy, chief revenue officer, Zee Entertainment enterprises said, "Some could cost as high as Rs 15-20 crore. Zee has acquired the rights to telecast Love Aaj Kal and Yuvraj. While many networks might not be able to recover the cost of acquiring these films, it would help them attract viewers and "build gross rating points'."

Also an executive from colors said, "The price is high if the film is bought on an exclusive basis for a five-seven-year term. And, films where the rights are shared with other television channels cost less."

It seems what ever may be the fate of the movie at the Box Office, its always a win-win situation for the TV channels.


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