The second screening of 3 idiots on SET Max got more eyeballs than two new films that premiered on different channels on Sunday.
According to TV audience monitoring agency aMap, 3 idiots got a TV rating (TVR) of 2.3 during its second airing. It had premiered on Sony just a month before. Two other films which also premiered on TV on Sunday, Lamhaa and Badmaash Company, had TVRs of 1.1 and 1.4, respectively.
Industry watchers said the rating that 3 idiots got in its second airing was very good, as the film was screened in the afternoon and on a movie channel. “Just in two screenings, the network has been able to recover 65-70 per cent of the cost at which the TV rights of the film were bought. The film would make good profits for the network,” said a media planner, asking not to be named as his agency buys advertisement spots in Multi Screen Media’s (MSM) network channels.
MSM had made around Rs16 crore in advertising revenues during the television premiere of 3 idiots on July 25 on Sony Entertainment Television. The company had bought the rights to telecast the blockbuster for around Rs40 crore in May for a five-year period.
“Advertisers’ response to 3 idiots has been terrific. When the film premiered on Sony, it got 12 sponsors; during its second screening, it had 15 sponsors. The film has very good repeat value and brands have shown keen interest to associate with it,” said Rohit Gupta, president, sales, MSM.
While 3 idiots is the highest grossing film in Indian cinema, Badmaash Company, produced under the Yash Raj Films banner was an average grosser. Lamhaa was a flop at the box office. However, two of the recent big-budget flop films had got average to good ratings when they premiered on TV. Kites, one of the most anticipated films of the year, that tanked at the box office, had got a TVR of 2.5. Raavan had got a TVR of 2.0 when both of them had premiered on Colors, according to aMap data.
