There is a filmy twist to the TRP battle. Filmmakers these days are tying up with channels (both general entertainment and new channels) to promote their films and that too on the conditions of exclusivity .
Of the recent releases, NDTV had a tie up with Don and went behind the camera with the crew of Namaste London. While CNN-IBN promoted Jaaneman and has now tied up with The Guardian and Casino Royale in terms of the forthcoming releases, Zee News will promote Mukhbir and Cinema. Among entertainment channels, Sony has tied up with Vivah.
Once the deal is clinched, what follows is a series of special programming related to the particular movie. Says NDTV’s production head, Smeeta Chakarabarti, “We create special programmes based on exclusive behind-the-scene clippings of the movie. At times, we also do special shows with the cast of the film.”
However, Rohit Kumar, AVP marketing, Zee News, maintains that they prefer an inter-brand promotion. “In both the movies, Mukhbir and Cinema, we are promoting, there is a Zee News reporter as an intrinsic part of the films,” he says. Adds Dilip Venkatraman, CNN-IBN’s director marketing, “A movie-based programme should bring good editorial content to the channel, and also it should be of interest to the general viewer.”
Vipul Shah, director of Namaste London, also feels that a news channel is a great vehicle for publicity “Since a news channel talks about a movie with some news element involved, it always appeals to the viewer more than any other on face advertising medium,” he says.
Vikramjit Roy, head publicity, Sony Pictures India, concurs, “With 500 prints across the nation, Casino Royale is the biggest Hollywood roll-out for the year. Owing to its mass appeal, a news channel can provide the right synergy so that it reaches out to the masses.”