Movie Channels
South Indian films dominate airtime on TV
MUMBAI: With larger-than-life and good stories, the southern movies industry has been spurting to a new high as around 860 hours of the run time of movies have been consumed by the audience on the small screen in the last one year period from November 2018 to October 2019.
The report released by THiNK in association with BARC focuses on the movies released from four southern states of India – Andhra Pradesh/Telangana (Tollywood), Tamil Nadu/Pondicherry (Kollywood), Karnataka (Sandalwood) and Kerala (Mollywood).
The report said that around 43 per cent of movies belonged to the south – Telugu (11 per cent), Tamil (9 per cent), Kannada (6.1 per cent) and Malayalam (5.6 per cent), whereas the dubbed Hindi movies contributed to at least 11 per cent.
Meanwhile, the report also mentioned that the movies originating from south clocked at least 135 billion hours of viewing minutes annually, which is 2.6 billion hours per week on average. And, 26000 unique movies were broadcasted over 279 channels across 16 languages last year, the report added.
The report quotes that the overall movies clocked 17 per cent of airtime out of 4.9 millions of programming hours on television annually, in which the south languages have taken the larger share from the overall air time in terms of movie that contributed 23 per cent.
Contribution of movies to total viewership on television is around 30 per cent from 17 per cent of airtime, and alone south languages movies contribute to 42 per cent viewership from 23 per cent airtime, also added the report.
With one third viewership of movies, it is a winning content on television as it is positively indexed over airtime and this index is higher for some languages vis-à-vis others given the differing nature of television viewing and content preference across audiences and geographies.
Meanwhile, the report also suggests the reasons how viewership is southern India is different from others. It said: “Average daily tune-ins in each of the southern states are higher than the national average; number of channels showing movies are higher than in other regional languages.”
Similarly, “Regional language viewership share is highest in the southern states; and almost half of total unique titles (12429 out of 26143) aired are from the four south languages,” the report also said.
Apparently, out of the total 193 channels that telecast movies on television, more than half (104) belong to the four South languages; the major share came from Tamil and Telugu movies.
When comparing the per capita movie consumption across movies of different languages, southern languages topped the list with each of the four clocking more than 200 hours per capita per annum (PCPA). In which, Telugu was highest at 415 hours, which roughly translated into 2- 3 movies weekly per person in the universe, on an average, followed by Tamil at 293 hours.
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.
