Hindi
‘Main Hoon Na’ perks up Star Plus’ share to 20.3 %
MUMBAI: There is no beating the biggest blockbuster movie of the year on the small screen. Main Hoon Na, which aired on Star Plus on 18 December, raked up a record TVR of 10.76 across all Hindi speaking markets C&S 4+ according to TAM data.
The film also made it to the highest rated movie on television for the year across Hindi speaking markets.
Looking at specific markets, the film scored a 14.33 TVR in Delhi, 9.9 TVR in Mumbai and 6.31 TVR in Kolkata. But the highest rating came from Gujarat (in the 0.1 to one million population) where the film garnered a whopping 19.13 TVR.
The movie also managed to take Plus’ channel share from 20 to 20.03 per cent for Week 51.
According to Star India’s senior vice president marketing and communication Ajay Vidyasagar, the reasons for the film’s successes are many. “It is the biggest film of the year. That in itself brings in a certain threshold of audience. Secondly, we promoted the film three weeks before it aired. We also focussed on the film by driving a lot of PR stating that the number one movie of the year was on the number one channel of Indian Television.”
The promotional buzz also added to this whole eye-ball jackpot. In the heartland market, Shahrukh Khan sweaters were created to trademark the movie as well as a Star Plus contest was run asking the audience the number of times SRK said Main Hoon Na in the movie.
Another strategic move was tie-ups with over 2000 cable operators to promote the contest as well as the property. Says Vidyasagar, “Any product has to be activated well. Just having a big movie cannot be the only premise for the film and advertising fraternity to bank on. It is only when you combine a big flick with a big platform does one see such an outcome.”
Star, according to industry sources, acquired exclusive telecast rights for Main Hoon Na for Rs 60-70 million. However, company officials declined to comment on the acquisition cost.
Star Plus has sporadically premiered blockbuster movies that have worked well for the channel.
Hindi
Hansa Entertainment launched to produce across OTT, TV and film
New venture from R K Swamy Hansa Group eyes multi-language stories for digital-first audiences.
MUMBAI: Hansa Entertainment has just stepped into the spotlight because when a legacy media house decides to script its next act, even the credits get excited. Hansa Entertainment Private Limited has been incorporated to develop and produce original programming across digital, television, OTT platforms and theatrical features. The company will create short-running series, long-running series and original films for OTT, alongside standout theatrical ventures. It will also launch a podcast platform called Hansa Spotlight and produce content for the fast-growing vertical drama format. Stories are initially planned in Hindi, Tamil, Telugu, Malayalam, Bengali and Kannada.
The venture is founded by Sruti Swamy and Siddharth Swamy, drawing on the rich legacy of Hansa Vision and the broader R K Swamy Hansa Group. Sruti brings creative expertise with a master’s in architecture, interiors and design from Milan and a postgraduate degree in business management from the Indian School of Business. Siddharth contributes a data-driven perspective, having studied data science at Imperial College London.
Sujatha Narayanan has been appointed CEO of Hansa Entertainment. With over two decades of experience in creative content curation and production across film and OTT, she is also a well-known film columnist and media entrepreneur.
R K Swamy Hansa Group executive chairman Srinivasan Swamy said, “The launch of Hansa Entertainment marks an exciting new chapter. The new entity is the brainchild of the next generation and will be independently managed by Sruti Swamy, who is the Director and the newly appointed CEO.”
Hansa Entertainment director Sruti Swamy added, “I am very optimistic about the future of Hansa Entertainment, given the content explosion and the opportunities offered by new technologies for production.”
Hansa Entertainment director Siddharth Swamy noted, “The idea is to grow a contemporary production house that creates compelling stories for today’s multi-platform audiences while drawing inspiration from the rich storytelling traditions that audiences have appreciated over the years.”
Hansa Entertainment CEO Sujatha Narayanan said, “Hansa Entertainment will evolve as a story-first, IP-driven entity. We have already put together a smart team of interesting and dynamic creators who will helm our vertical dramas, shows and films.”
In the ever-evolving world of Indian entertainment, where stories now travel faster than the scripts that birth them, Hansa Entertainment is stepping onto the stage with fresh ink and big ambitions proving that even the best legacies know when it’s time for a compelling sequel.
