Earlier, films used to clash only at the Box Office, on Fridays. But now, most clashes aren't happening there. TV Channels is where the action is. Yesterday, amidst much fanfare, MAA TV has set the timing for telecast of "Dookudu", Tollywood's biggest blockbuster at 6pm Sunday. Lot of billboard advertising, radio ads and countless promos have gone into driving traffic for the film premiere which was purchased for well over Rs.5 crs. All set for 6 pm slot. But Gemini TV, AP's No.1 channel is not an easy competitor - atleast, they never let go an opportunity to nibble into rival channels' market share. They telecast another blockbuster "Kaanchana", a ghost-thriller movie of Raghava Lawrence at 3.30pm which is actually sleeping time for most Sunday TV watchers. But the climax is red-hot and must-watch for any film buff, it was stretching beyond 6pm - which made the edgy MAA TV delay the "Dookudu" telecast beyond half-hour. Last half-hour saw enormous channel-surfing as viewers were glued to the "Kaanchana" climax. Meanwhile, MAATV showed the curtain-raiser of "Dookudu" to fill in the half-hour during which "Kaanchana" ended.
The drama didn't end there. At 6.30pm, Gemini TV showed another hit of 2011, "Mr.Perfect" starring Prabhas and Kajal. That coincided exactly with "Dookudu" and the ad slots were carefully chosen not to clash with each other channel. But the movie on Gemini ended atleast 45 minutes before "Dookudu" finally got completed on MAA TV - with actors' clippings, samantha's comments and finally a re-run of the most hilarious episodes of the film stretching the run time from 6pm-10.30 pm. Only, "Ben Hur" and "Meraa Naam Joker" would have beaten that record running time. I am always intrigued by the rival strategies and counter-strategies of TV Channels in AP - they try to outdo each other. But I think, maturity-wise, MAA TV and ETV are better-off than the competitive Gemini TV. Gemini just can't give up fighting - whether its a Zee Telugu premiere or a MAA TV Blockbuster. Why do I say that? The total Ad revenue size of AP TV channels is Rs.700 crs. The prime slots take bulk of the revenue. It is therefore wise and economical for channels to vie for viewers' attention more carefully instead of making the advertisers lose money on programmes which don't get undivided atttention. The pecking order for entertainment channels in AP is as follows: No.1 Gemini TV, No.2 MAA TV, No.3 ETV and No.4 Zee Telugu. So, the race is between the top 3 really with channel share (sum of all channels in the group brand like MAA or Gemini) going upto 10-15 per cent.
Thats why the stakes are high for the top 3 but what I find intriguing is Gemini never gives in easily to the No.2 or No.3. And so, all throughout the day, yesterday, in order to tackle "Dookudu", it built steady traffic through blockbuster after blockbuster. Started with "Kick", then "Kaanchana" and then finally showdown with "Dookudu" - "Mr Perfect". Even though MAA TV now has the movie rights for the top five all-time Industry hits in Tollywood - 1. Dookudu 2. Magadheera 3. Arundhati 4.Pokiri and 5. Simha, there's a tendency to over-pay and raise the bidding stakes for producers of superhits. This is a game where the channels lose out which ETV doesn't get into. Gemini TV does get into the bidding game but doesn't over-pay. It picks one out of every four movies bid for satellite rights but ensures it stays in the competition but doesn't end up over-paying. "Gabbar Singh" the next industry all-time grosser is currently going for Rs.9 crores. We have to see who picked it.
ETV also tried its best to nibble into the viewership yesterday by airing a special program on SPB "Nenu Naa Swara Kartalu". The program took away some eyeballs from "Dookudu" in the middle. Advantage ETV and Gemini TV have over MAA and Zee is the vintage viewership and loyal base. Through old classics bought for a song and long-running musical shows and serials, they have ensured higher profitability and longer loyalties. Can you believe a movie like "Shankarabharanam" rights were bought by Gemini for Rs.1 lac only? Interesting strategies from different channels.
The drama didn't end there. At 6.30pm, Gemini TV showed another hit of 2011, "Mr.Perfect" starring Prabhas and Kajal. That coincided exactly with "Dookudu" and the ad slots were carefully chosen not to clash with each other channel. But the movie on Gemini ended atleast 45 minutes before "Dookudu" finally got completed on MAA TV - with actors' clippings, samantha's comments and finally a re-run of the most hilarious episodes of the film stretching the run time from 6pm-10.30 pm. Only, "Ben Hur" and "Meraa Naam Joker" would have beaten that record running time. I am always intrigued by the rival strategies and counter-strategies of TV Channels in AP - they try to outdo each other. But I think, maturity-wise, MAA TV and ETV are better-off than the competitive Gemini TV. Gemini just can't give up fighting - whether its a Zee Telugu premiere or a MAA TV Blockbuster. Why do I say that? The total Ad revenue size of AP TV channels is Rs.700 crs. The prime slots take bulk of the revenue. It is therefore wise and economical for channels to vie for viewers' attention more carefully instead of making the advertisers lose money on programmes which don't get undivided atttention. The pecking order for entertainment channels in AP is as follows: No.1 Gemini TV, No.2 MAA TV, No.3 ETV and No.4 Zee Telugu. So, the race is between the top 3 really with channel share (sum of all channels in the group brand like MAA or Gemini) going upto 10-15 per cent.
Thats why the stakes are high for the top 3 but what I find intriguing is Gemini never gives in easily to the No.2 or No.3. And so, all throughout the day, yesterday, in order to tackle "Dookudu", it built steady traffic through blockbuster after blockbuster. Started with "Kick", then "Kaanchana" and then finally showdown with "Dookudu" - "Mr Perfect". Even though MAA TV now has the movie rights for the top five all-time Industry hits in Tollywood - 1. Dookudu 2. Magadheera 3. Arundhati 4.Pokiri and 5. Simha, there's a tendency to over-pay and raise the bidding stakes for producers of superhits. This is a game where the channels lose out which ETV doesn't get into. Gemini TV does get into the bidding game but doesn't over-pay. It picks one out of every four movies bid for satellite rights but ensures it stays in the competition but doesn't end up over-paying. "Gabbar Singh" the next industry all-time grosser is currently going for Rs.9 crores. We have to see who picked it.
ETV also tried its best to nibble into the viewership yesterday by airing a special program on SPB "Nenu Naa Swara Kartalu". The program took away some eyeballs from "Dookudu" in the middle. Advantage ETV and Gemini TV have over MAA and Zee is the vintage viewership and loyal base. Through old classics bought for a song and long-running musical shows and serials, they have ensured higher profitability and longer loyalties. Can you believe a movie like "Shankarabharanam" rights were bought by Gemini for Rs.1 lac only? Interesting strategies from different channels.
