Max leads Hindi movie channels

Speaking of titles, Zee Cinema hogged the top ten charts across the six month period with six of its films featuring in the list. Hum Aapke Hain Kaun, Ghar Ho To Aisa and Phir Heraa Pheri were aired in May and June.

Though Star Gold has been strolling along in the third position in terms of shares, it garnered the maximum eyeballs when it showcased Krrish, topping the six month top ten movie charts with a whopping 4.1 TVR. Star Gold's telecast of Chup Chup Ke also featured in the charts.

From the Max stable, old timers Dilwale Dulhaniya Le Jaengey and Kabhi Khushi Kabhi Gham came in to the top 10 charts delivering a TVR of 1.97 and 2.23 respectively.

How does the fight for winning the ratings battle shape up?

"You can't escape from the fact that every movie channel is very title driven. There will be weeks when competition increases and the competitor may show stronger titles. Zee Cinema had good weeks in the past and I am sure they will have a couple of good weeks ahead, but we will remain on the top," said a confident Rajani.

Not perturbed by the jolt Zee Cinema received during the two cricket dominated months, Gopinath said, "People in India are very sentimental about cricket, therefore it is bound to benefit the channel. However, we are back and hope to take the leadership spot."

Zee Cinema has branded different time slots to generate appointment viewership. The channel recently introduced 'Bhakti ki Shakti', a Sunday morning slot for mythological movies, which according to the channel is doing well.


Apart from the two movies in the top 10, Star Gold has managed to perform consistently except in April but has always stayed in the third spot.

When most movie channels are banking on the weekends, Star Gold has introduced a Monday prime time band for screening its library of comedy flicks. These include Bheja Fry, Darwaza Band Rakho and Ek Chalis ki Last Local with more to follow.

Additionally, Star Gold is running a Bond festival for the first time called 'Main hoon Bond' by dubbing these films in Hindi.

Filmy is still struggling to achieve a share in the double digit. The channel from the Sahara stable has crossed the experimentation phase and is now is ready to offer films with a blend of other programs in comedy and reality format. It has introduced the Rajnikant film festival and has its fingers crossed for the upcoming reality show Bathroom Singer.

Speaking of the channel's differentiated strategy, Filmy business head Shailesh Kapoor said, "We are still new as compared to other channels. Even then we have proved ourselves. In terms of acquisitions, distribution and revenues we have grown. Now the real phase starts when we slowly unveil comedy and reality shows on our channel."

The channel saw a fall in shares to six in the month of March. Senior executives have blamed it on distribution which they claim to have corrected now.

Completely isolated from all the action in the movie space is B4U Movies which has not managed to surpass a share of two over the six-month duration.

What's interesting, heightened activity is expected to take place in the coming months with Hindi movie channels from the Reliance Group, Viacom 18 and UTV slated for launch.

Will there be a scarcity of content causing a threat to existing players?

Rajani says, "There will certainly be a crunch of movies. I think there are very little movies available in the market for purchase for the next two years. Almost every major title has been tied up with some or other channel but I am sure the channels that are coming up must have planned something for themselves. There is certainly a dire need of more content. But we are not at all threatened."

Gopinath adds, "There is enough space available and I don't think it will lead to any scarcity of content."

"Bollywood has a mass appeal. That means more viewership and advertisers. GRPs of movie channels are increasing by 20 to 25 per cent every year and that gives a lot of scope for an advertiser," avers Kapoor