Average Bollywood movies earn record ratings on small screen

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Hindi movies, which fail to keep the box office cash registers ringing, have found a better market on television screens.


Consider this: While movies like All The Best and De Dana Dan have been rated ‘average’, with box-office collections of Rs 42 crore and Rs 45 crore, respectively, they garnered television viewership ratings (TVR) of 4.23 and 3.97, respectively, according to data provided by TAM Peoplemeter.

For Hindi movies on general entertainment channels (GECs), any TVR above three is considered good. Airing of exclusive movies on the entertainment channels tends to push weekly ratings by 15-20 per cent.

Likewise, Amitabh Bachchan-starrer Paa, rated average, got a TVR of 2.85, when it was premiered on Star Plus in March. The box-office collections of Paa were in the range of Rs 45 crore.
 

‘HOME BOX OFFICE’
Movie	Box office collections	Premiered on	TVR %
Paa	Rs 45 crore	Star Plus	2.85
De Dana Dan	Rs 45 crore	Star Plus	3.97
Wanted	Rs 60 crore	Star Plus	3.95
All The Best	Rs 42 crore	Zee TV	4.23
Ajab Prem Ki  Ghazab Kahani	Rs 63 crore	Colors	7.45
Source: TAM Peoplemeter, industry estimates

Manoj Malkhani, vice-president of MPG, a media buying agency, said, “Since even flop movies are for free viewership on television, they attract higher viewership compared to the number of people who pay to watch the movie in theatres.”


“Earlier satellite rights for movies were bought by television channels for some five years. But now the contracts are on the basis of 10 to 50 airings. Also for GECs, women viewership is much higher and the movies shown by channels bring in more audiences.”


Ajab Prem Ki Ghazab Kahani, which got an average rating in multiplexes, managed to garner a record 7.45 TVR, when it was premiered on Colors, according to TAM Peoplemeter.


Similarly, Salman Khan-starrer Wanted, another average movie, which managed a box-office collection of Rs 60 crore, got a TVR of 3.95 on Star Plus.


Anupam Vasudev, EVP-marketing, Star India, said, “The movie Wanted did well and so did movies like Paa and De Dana Dan when premiered on Star Plus. Box-office collections are value or volume-based. While metropolitan cities are mainly value-driven where ticket prices are often in excess of Rs 300, smaller towns are volume-driven with ticket prices Rs 40-50. So many movies may not be a metro-movie or flop per se, but on television they may attract viewers of all profiles.”


Ravi Gupta, CEO of Mukta Arts, added, “Certain movies suffer box-office collections due to poor reviews or bad release timing. But genres like comedy and musical, irrespective of their box office collections, would work on television, depending on which day of the week the movie is slotted for and also whether it is during holiday season. Price paid by television channels for satellite rights also depend on the minimum loyalty factor and a base TVR that these movies provide, depending on the star cast and the genre they fall in.”