FICCI-KPMG-Report-13-FRAMES

28 The power of a billion: Realizing the Indian dream
The table below lists the top 10 fiction and non-fiction
launches in 2012, as measured by Ormax Media’s
‘Showbuzz’ which tracks the UA (Unaided Awareness) of
new shows on television.
Top 10 fiction and non-fiction launches in 2012
Fiction
Non-Fiction
Show Channel UA
Love Marriage ya Arranged
Marriage
Sony 37
Veera Star Plus 30
Anamika Sony 29
Madhubala Colors 27
Kairee Colors 26
Chhal – Sheh Aur Maat Colors 24
Qubool Hai Zee TV 24
Byah Hamari Bahu Ka Sony 23
Punar Vivah Zee TV 22
Khamoshiyan Star Plus 21
Source: Front Page 2012 – Ormax Media
Show Channel UA
Big Boss 6 Colors 39
Satyamev Jayate Star Plus 37
Kaun Banega Crorepati 6 Sony 34
Jhalak Dikhhla Jaa Colors 23
Indian Idol 6 Sony 18
Nach Baliye 5 Star Plus 18
Movers and Shakers SAB TV 17
India’s Got Talent 4 Colors 14
Sa Re Ga Ma Pa 2012 Zee TV 13
DID L’il Masters 2 Zee TV 12
Source: Front Page 2012 – Ormax Media
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Broadcasters continue to invest in movies
Movie acquisition costs continued to soar as broadcasters
retained their strategy in using block-buster movies to
sustain viewer interest and buzz. Star Network is reported
to have invested approximately INR 3 billion on movie
acquisitions in the past year. Zee Entertainment on the
other hand is reported to have invested INR 2 24 billion
to acquire 10 movies during the year. After syndicating
its library of over 500 films to Star India earlier this year,
Viacom 18 entered into an exclusive licensing agreement
with Eros International Media for forthcoming releases
and is reported 25 to have acquired 9 movies for satellite
broadcast.
Star continued the trend of premiering its big movie
acquisitions on its movie channel Star Gold, rather than on
its flagship GEC. Star Gold premiered blockbusters like ‘Ra.
One’, ‘Bol Bachchan’, ‘Kahaani’ and ‘Housefull 2’ during
2012. Zee also premiered ‘Agneepath’ on its movie channel
Zee Cinema. However, our industry discussions indicate
that it may be more challenging to monetize blockbuster
premieres on movie channels than on the flagship GEC, as
effective rates may not be as high.
24. Afaqs, 4 April, 2012
25. Indiantelevision.com, 6 July 2012
26. Timesofindia.com, 21 September, 2012
27. Business Standard, 22 October, 2012
The level of TRPs generated by blockbuster premieres in
2012 appears to have declined vis-à-vis the level in 2010 and
2011. In a bid to control movie costs, networks had started
to acquire movies before its theatrical release, sometimes
even at the concept stage. However, many channels are
reported to have suffered losses 26 from such investments,
as some high profile movies did not perform as well as
expected on the box-office.
TV networks have indicated that they may be less
aggressive than earlier in paying for movie acquisitions, and
wait for the box-office response of the film before acquiring
satellite rights at high prices. For example, in a recent press
interview, Colors indicated that with the cost of movie
acquisition having gone up five times, the channel will
continue to buy movies, albeit less aggressively and at the
right price 27 .
Our discussions suggest that blockbuster movies and
movies catering to a family audience may continue to
witness price rises, while prices of non-family movies
(particularly those not rated for “Universal” viewing) may
not see such aggressive bidding.