This story is from March 26, 2008

Movies on hire

Rajat Ghai / TNN / Mar 26, 2008, 00:00 IST

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Shopping for films has become expensive for television channels. So the new module is renting movie titles to another channel to recover cost. Will it work?

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Shopping for films has become expensive for television channels. So the new module is ��renting movie titles to another channel to recover cost. Will it work? (TOI Photo)Satellite television in India has made viewers a spoilt lot. As far as movies go, the glut is only greater on general entertainment channels (GECs) and movie channels who keep showing titles.
That explains the frenzy about shopping for blockbuster by leading GECs for hefty fees, for their movie libraries. With newer film channels coming up and only a limited number of big films, new players don��t have libraries, while existing channels can��t cope with the burgeoning costs of buying big ticket films. So there��s an easy way out ��channels have started syndicating titles. Films like Bhool Bhulaiyaa, Lage Raho Munna Bhai, Jaan-e-man, Cheeni Kum, Omkara, Partner, Namaste London, Aashiq Banaya Aapne, Guru, Honeymoon Travels Pvt Ltd, have either been bartered by channels or loaned out for a certain period. Broadcasters syndicating titles promises to be a new business model for TV channels in 2008.
Syndication means, a film is given away for a certain period of time or for limited airings or both to another channel. Titles are also picked up, depending on its TRPs during previous airings. With big ticket films costing a small fortune for broadcasters, syndication seems a feasible model to recover that cost.
��Every GEC��s strategy is to show movies to keep viewers entertained and to augment the broadcasters�� libraries. We have been doing this for years,�� says Kaushal Modi, Head (Licensing and Telephony) of a GEC. Agrees Sameer Rao, senior vice president of another channel, ��New movies have always been a part of the marketing strategy of any Hindi channel.��

Channels are going the whole hog to broadcast brand new titles, within months of their theatrical release. ��Of late, syndication of new titles has become very popular across all GECs and even among big banners,�� accepts Indrani Mukherjea, CEO of 9X.
But what about the new movie losing its novelty value if it is aired on too many channels? ��Since movies have a repeat value, they never really lose their novelty,�� says Modi. Mukherjea is more direct, ��I don��t think it is true as all the channels are getting good TRPs.�� Rao feels otherwise. ��Syndication of a movie across multiple channels over a short window is not the best approach. When the same movie is available for renewal of rights, it may not attract the right price. In the long term, the producer may not make the prorata value.��
Movie directors are also okay with this arrangement. Imtiaz Ali, whose Jab We Met was sold to four broadcasters (for a reported Rs 20 crore) says, ��By capitalising on the viewer��s interest, we stand to gain.��
And is syndication of new titles here to stay? Siddharth Roy Kapur from a production house feels that not only is this the case, but also there is tremendous scope for innovation. ��Now, the producer can sell rights to the film for, say five years, and also allow multiple channels to air his film on a limited number of runs. This allows the movie to be aired sooner.�� Agrees Modi, ��More channels are being launched everyday. Everybody wants a share of the pie, because, films do deliver and drive TRPs and add to the channel��s film library.��Will the model work? Industry insiders feel, as long as GECs and movie channels crave for the latest blockbuster, it will!

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