Movie Channels
Personal care brands dominate movies genre in 2020: TAM
NEW DELHI: Covid2019 impacted nearly every genre on television. People were forced to stay indoors and as a result they spent a lot of time watching news, movies, music and shows on TV, resulting in a massive viewership spike.
The movie channels leveraged this period and showcased the best titles from their library to ensure that they are able to attract audiences. A BARC report stated that there was a 14 per cent increase in impressions and 10 per cent spike in daily average reach.
However, during several webinars, meetings and discussions, industry observers clearly mentioned that the surge in viewership did not translate into advertising.
TAM recently released data that showed ad volumes on movie genre grew by 60 per cent in 2020, compared to ad volumes in 2016. Interestingly, the quarter ended 31 December saw the highest number of hours in ad volumes per day.
If we look closely at the data, we will notice an obvious trend where the average ad volumes per day steeply fell in the initial stages of lockdown, and then started picking up early May-June onwards. The trend was obvious because marketing teams at brands were still unable to gauge the depth of the crisis and not ready to bet money on advertising in that quarter.
Movies have consistently maintained a 20 per cent average in overall television advertising across the years. (since 2016). In 2020, it was at 23 per cent.
The top five sub genres in 2019 were – Hindi, English, Telugu, Tamil, and Bengali, while in 2020 the top sub genres were Hindi, Bhojpuri, Bengali, Telugu, and Kannada.
Personal care and food & beverages sectors were the leading advertisers on this genre, however, toilet soaps, shampoos and washing powders continued their dominance in terms of ad volumes in this category.
HUL and Reckitt Benckiser India were the leading advertisers, while Dettol Toilet Soaps and Clinic Plus Shampoo were the leading brands in the genre.
The report also highlighted that ad volumes had a split of 51:49 between national and regional. In 2019, this split was at 56:44.
During the Unlock phase, the movie genre saw nearly 280 hours of average ad volumes per day, which was 93 per cent more than the lockdown period.
Ad volumes were maximum on primetime band and the 20-40 seconder ad format still ruled the segment.
Movie Channels
Ek Deewane Ki Deewaniyat Premieres 14 Feb on Zee
Ek Deewane Ki Deewaniyat world TV premiere 14 Feb at 8pm passion meets politics.
MUMBAI: Cupid’s arrow just got a plot twist and it’s heading straight for your TV screen. This Valentine’s Day, Zee Cinema is turning up the heat with the world television premiere of Ek Deewane Ki Deewaniyat, a raw, rule-breaking romantic drama that proves love doesn’t always come wrapped in roses.
Set to air on Saturday, 14 February at 8pm, the film stars Harshvardhan Rane and Sonam Bajwa, directed by Milap Zaveri. It dives headfirst into obsession, heartbreak, and the kind of unconditional love that leaves scorch marks. Rane plays Vikramaditya, a powerful politician whose all-consuming passion for actress Adaa spirals into chaos when his feelings go unreturned unleashing a storm of emotion, misunderstanding, and life-altering consequences.
The timing couldn’t be sharper. Audiences are clearly craving intense love stories over sugar-coated ones, and this film taps straight into that vein. Harshvardhan Rane already has a loyal fanbase from his cult hit Sanam Teri Kasam, which cemented his status as the go-to guy for heart-wrenching romance especially among younger viewers who keep the film on repeat.
Milap Zaveri captured the film’s beating heart, “This film is about love that doesn’t follow rules. With Valentine’s Day being a time when audiences gravitate towards romantic narratives, the television premiere of Ek Deewane Ki Deewaniyat on Zee Cinema felt like the perfect fit. The continued love for intense romances shows there is a strong emotional appetite for such stories.”
Rane himself called it a story rooted in messy, honest emotion, “Ek Deewane Ki Deewaniyat explores love in its most intense and vulnerable form where emotions are messy and deeply human. It’s a story that doesn’t shy away from passion or pain on Valentine’s Day making it even more special as it reflects the many shades of love people experience.”
Sonam Bajwa added her take, “Ek Deewane Ki Deewaniyat is not a conventional love story, it’s raw, intense and emotional. Valentine’s Day is usually associated with happy romance but this film explores love in its most vulnerable form.”
So if your Valentine’s plans include more than chocolates and clichés, tune in to Zee Cinema at 8pm on 14 February. Because sometimes the most unforgettable love stories aren’t the ones that end neatly, they’re the ones that leave you questioning just how far passion can push before everything changes.
