Hindi
Unravelling Housefull Action’s strategy
MUMBAI: One of the most loved film genres across geographies was action was the thought that prompted the launch of a new movie channel – Housefull Action. Launched on 21 February this year, the channel specifically caters to the action hungry audience that is constantly looking for more. The channel says that it will be showcasing the best of content from Hollywood, Bollywood and Tollywood.
Housefull Action is marketed by White Pixel in association with Swami Films and is broadcast by Triumph Media Vision Pvt Ltd (Triumph MVPL).
Speaking with Indiantelevision.com, Swami Films founder and director Ajit Joshi said, “With the launch of Housefull Action, our aim is to cater and entertain the action movies lover. Primarily, our focus will be on South Indian movies but we will also be airing Bollywood and Hollywood action films.”
To ensure that even the interiors of the country could view its offerings, the channel first launched on DD Freedish. Currently, Housefull Action is available on Dish TV’s DTH platform, as also on Den, Hathway and major MSOs’. Further, the channel is in talks with other MSOs’ as well, hence in the coming couple of months the distribution of the channel will become more robust.
Marketing strategy
Being just two months old, the channel is yet to have advertisers on board. In the meanwhile the channel has sold time slots to several brands for teleshopping. On an average, sources within Housefull Action said that the channel earns revenues of between Rs 60,000 to Rs 70,000 for half an hour from teleshopping. On a given day, the channel airs teleshopping for four to five hours.
Unravelling Housefull Action’s strategy, Joshi said, “There are two ways for the business – teleshopping or commercial advertisements. We will go with the both the ways in future.”
With digitization happening across metros the channel will be generating revenue through ad sales, Joshi said, “White Pixel clearly feels that it has been getting good response from the market and that people are keen to add more channels in the plans to build frequency”.
Joshi revealed, “We are waiting for our BARC ratings to stabilize so that we can pitch to our advertisers. Keeping our competitors in mind, we will freeze the 10 sec ad rates. We have good financiers working with us, therefore we hope for the best.”
Triumph MVPL director Sudhir Singh said, “There is a huge market available for the action genre and we want to capitalize on it. We have done our primary research work and the results show us that this market still wants more action movie channels”. While sources within the channel revealed that it is looking to garner around 15 to 20 GRPs’ in the first year of launch Singh explained, “We are not in the numbers game here. We clearly want to sustain ourselves and be there.”
White Pixel director Abdul Aziz Khan said, “Within the Hindi movie genre, ours is a niche genre. For the action movie genre, the core audience is male (age group 15 +). Since there are not many players who cater to this niche genre, we will be targeting those brands that are looking to cater to the male TG as their primary audience.” Reiterating, Aziz said, “We have a very clear definition of catering to the hard core action lover who is primarily male and taking to that audience to the advertisers who want to target the male TG.”
To garner eyeballs, Housefull Action currently spends around Rs 20 to Rs 25 lakh towards marketing with plans to up that figure to about Rs one crore. There are also plans for on-ground activations and other marketing activities lined up for the coming months.
Joshi further revealed that apart from the movie channel, his group is planning to launch a website Housefultv.com very soon. “For the first time a movie channel will go live. Audiences can watch movies of their own choice. They can easily log in. Initially it will be free of cost.
Sources within the channel say that it has movies like Border, Sarfarosh, Shehenshah, Deewar, Tridev, Deva, Rakshak and Kalavaram in its library. According to industry sources, the acquisition prices of the movies that the channel has in its kitty so far have ranged between of Rs 5- 50 lakhs.
The management says that it will be pumping in money to strengthen its distribution as it wants visibility across all platforms. It also wants to build its visibility by targeting the trade fraternity and customers directly by giving them regular updates on the developments at its end. It has plans to acquire other interesting properties on a regular basis.
The group managing Housefull Action has firm plans to make its venture a profitable one. It is left for time to determine how successful its efforts will be.
Hindi
Jio Studios unveils AI-powered Krishna teaser at NAB Show 2026
Global first look of Krishna uses Galleri5 AI pipeline on Azure, Historyverse slate as Jio’s Dhurandhar crosses Rs 3,000cr worldwide.
MUMBAI: Krishna has just dropped a divine teaser and this time the gods are powered by silicon, not just scripture. Jio Studios and Collective Studios’ Historyverse stole the spotlight at the NAB Show 2026 in Las Vegas with the world’s first teaser for their upcoming theatrical feature Krishna, directed by Manu Anand. The big reveal happened during Microsoft’s keynote “Powering Intelligent Media, From AI Experimentation to Real-World Impact,” where the film’s AI-native production pipeline took centre stage alongside Collective Artists Network’s in-house platform, Galleri5.
At the heart of this mythological spectacle lies a fresh cinematic workflow built by Galleri5 on Microsoft Azure’s advanced AI and cloud infrastructure. Forget bolting AI onto traditional VFX or animation, this is an end-to-end, production-grade system woven into every layer: world-building, character creation, shot design and final output. Yet the storytelling remains firmly director-led, emphasising emotional depth, stillness, music and performance rather than pure spectacle. The result? Large-format theatrical cinema rooted in Indian history and culture, but conceived in ways that were simply not possible before.
Collective Artists Network runs Galleri5 natively on Azure, leveraging Microsoft Foundry and cutting-edge AI tools to handle film, episodic and advertising workflows in a secure enterprise environment. Microsoft highlighted Collective as a “Frontier” organisation successfully moving AI from pilot projects to real production-scale deployment in cinema. The technology is also on display at Microsoft’s NAB booth in the West Hall (Booth W1731).
Jio Studios (Media & Content Business, Reliance Industries), president Jyoti Deshpande said the project advances the studio’s mission to take Indian stories global with scale, ambition and authenticity, “With Krishna, we are embracing cutting-edge AI-led filmmaking while democratising these tools to make them more accessible, intuitive and cost-effective for storytellers everywhere.”
Collective Artists Network founder & group CEO Vijay Subramaniam added, “We’re using technology developed in India to carry our culture and history to audiences worldwide at a scale never seen before.”
Microsoft, vice president for telco media & entertainment, gaming Silvia Candiani noted that the media industry has reached an inflection point, “AI is no longer about experimentation but delivering real impact at production scale… By building AI-native creative systems on Microsoft Azure, Collective exemplifies how storytellers can unlock new formats, move faster and realise a true return on intelligence while keeping human creativity at the centre.”
Krishna forms part of Historyverse, Collective Studios’ ambitious slate of history and culture-driven IPs. The slate draws from iconic figures and traditions that shaped the Indian subcontinent, including stories inspired by Kali, Karna and Durga. It builds on the already-released Mahabharat: Ek Dharmayudh series, showing how ancient narratives can be reimagined for modern screens.
Jio Studios, India’s leading content studio and the media and content arm of Reliance Industries, continues its blockbuster run. The studio’s Dhurandhar franchise led by Dhurandhar and Dhurandhar: The Revenge has become the first Indian film series to cross Rs 3,000 crore worldwide. It also delivered three consecutive years of India’s highest-grossing Hindi films: Stree 2 (2024), Dhurandhar (2025) and Dhurandhar: The Revenge (2026). In just eight years, Jio Studios has assembled a library of over 160 films and series, with more than 60 titles winning over 500 awards. Other notable successes include Laapataa Ladies (India’s official Oscar entry 2025), Stree, Article 370, Shaitaan and Mrs.
The NAB unveiling marks another step in Jio Studios and Collective’s push to blend Indian storytelling talent with frontier technology proving that the future of cinema may well be both ancient in spirit and thoroughly modern in execution. For audiences who love epic tales with a fresh twist, Krishna promises to deliver divine drama, this time with a little help from the cloud.
