The I&B regulation on airing A-certified films post-11 pm could work to the advantage of broadcasters

The hue and cry over the telecast of The Dirty Picture on the small screen may have brought heartache for the channel that was to broadcast the A-certified movie at prime time. But the government regulation, which has since made it mandatory for channels to air A-certified films only after 11 pm, may alter the very economics of the graveyard slot to the advantage of broadcasters.

In other words, movie channels are hoping to turn this late-night time band into a popular slot, with attractive ad rates, since these A-certified films were successes on the big screen. SaharaOne, for instance, had acquired Ragini MMS and is now airing the film post the 11 pm slot. The horror film from the Balaji Motion Pictures stable was a small-budget movie which went on to become a big theatrical success. Other channels hope to follow suit.

On most channels, prime time is between 8 pm and 9 pm, where ad spot rates are the highest, with the rate post 12 midnight being a fourth of the prime time rate. Now the government directive might just breathe new life into the post-11 pm band.

Media planners like Nikhil Rangnekar, CEO, Spatial Access Pvt Ltd says, “Yes, the slot could see a jump in ratings if channels show content that has not been shown previously due to its adult nature. But I don’t think the viewership will spike to the level of blockbusters and hence the opportunity to monetise on this time band will be limited. Also, given the nature and time of the slot, it is likely to get skewed heavily towards younger men and hence channels will need to target brands aimed at this audience rather than the typical FMCGs.”

Neeraj Vyas, Business Head, Max opines, “The 11 pm slot is not a very lucrative one as viewership during that time is not high. Even if we plan to air these films post 11, the cost of purchasing these films cannot be justified.”

The satellite cost of an A-certified film is much lower than that of a U or U/A film. And many broadcasters feel that for these films to do well during the 11 pm slot, the satellite rights of these films need to be reduced to make it profitable for broadcasters. for the channel that was to broadcast the A-certified movie at prime time. But the government regulation, which has since made it mandatory for channels to air A-certified films only after 11 pm, may alter the very economics of the graveyard slot to the advantage of broadcasters.

In other words, movie channels are hoping to turn this late-night time band into a popular slot, with attractive ad rates, since these A-certified films were successes on the big screen. SaharaOne, for instance, had acquired Ragini MMS and is now airing the film post the 11 pm slot. The horror film from the Balaji Motion Pictures stable was a small-budget movie which went on to become a big theatrical success. Other channels hope to follow suit.

On most channels, prime time is between 8 pm and 9 pm, where ad spot rates are the highest, with the rate post 12 midnight being a fourth of the prime time rate. Now the government directive might just breathe new life into the post-11 pm band.

Media planners like Nikhil Rangnekar, CEO, Spatial Access Pvt Ltd says, “Yes, the slot could see a jump in ratings if channels show content that has not been shown previously due to its adult nature. But I don’t think the viewership will spike to the level of blockbusters and hence the opportunity to monetise on this time band will be limited. Also, given the nature and time of the slot, it is likely to get skewed heavily towards younger men and hence channels will need to target brands aimed at this audience rather than the typical FMCGs.”

Neeraj Vyas, Business Head, Max opines, “The 11 pm slot is not a very lucrative one as viewership during that time is not high. Even if we plan to air these films post 11, the cost of purchasing these films cannot be justified.”The satellite cost of an A-certified film is much lower than that of a U or U/A film. And many broadcasters feel that for these films to do well during the 11 pm slot, the satellite rights of these films need to be reduced to make it profitable for broadcasters.