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Finally, subscription revenue is also growing gradually due to digitisation." Many of them also syndicate their content to broadcast networks across the world. International distribution has become a huge source of revenue for all of them. "Broadcasters are no longer dependent on the ad revenue they get in between their shows. Will Star India be able to make money on the new Mahabharat? Monetisation may not be such a big challenge, says Atul Phadnis, CEO of Whats On India, a TV search and electronic programming guide company. Madhok of Star says the channel already has close to 10 advertisers on board and the inventory is filling up fast. "Prices may shoot up once the programme goes on air and gets a decent rating," she says. However, Star India, says a senior media planner, is charging its usual rate of Rs 2 lakh for a 10-second spot on Mahabharat. A 10-second spot on popular game show Kaun Banega Crorepati on Sony TV is Rs 5 lakh. The broadcaster has also taken Mahabharat to college campuses across the country, where students get to interact with the characters.įor the Rs 100 crore shows, one would expect advertising rates to be higher than usual.
For smaller towns, there is a museum on the wheels. There is also a virtual tour to the sets of the show. In these museums people can catch a glimpse of the jewelry, costumes and weapons that have been used by various characters in the show. In order to generate excitement, the channel has set up Mahabharat museums at shopping malls in eight cities. "We have tried to bring out different facets of human behaviour which one could relate to even in today's days and times." "The characters have been given an edgy look so that today's youth relate to them," he adds.
The channel has made huge investments to create visual effects that would excite the younger audience, he says. Nikhil Madhok, Senior Vice President for Marketing at Star India, says the channel is targeting the youth with Mahabharat. The broadcaster is reportedly shelling out in excess of Rs 1 crore per episode.
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A company executive refused to comment on the amount the broadcaster was investing on the show, but he did say that the budget compares with that of a big-ticket Bollywood film.Īnd in October, Colors is launching a suspense-packed fiction series starring actor Anil Kapoor. The show will be directed by acclaimed filmmaker Anurag Kashyap. Multi Screen Media will launch a much-talked-about TV fiction series featuring actor Amitabh Bachchan later this year. The new Mahabharat, to run over 128 episodes, is being touted as the country's most expensive TV series - Star has invested Rs 100 crore on the project and spent another Rs 20 crore on marketing the show.
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Star India is launching Mahabharat on its flagship channel Star Plus on September 16, more than two decades after national broadcaster Doordarshan ran the epic series. It's now the turn of television broadcasters to come up with Rs 100 crore TV shows. A Bollywood film earning Rs 100 crore has become even more common.
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Mahabharat museumA Bollywood filmmaker spending Rs 100 crore on a movie is no longer unusual.
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