3 Idiots repeat show to rake in more revenues for Sony

Last Updated: Sat, Jul 31, 2010 18:40 hrs

With the television premiere of Aamir Khan starrer-3 Idiots clocking record viewership numbers, Multi Screen Media (MSM) is looking at airing the movie on SET Max again. MSM has recovered 40 per cent of what it had paid to acquire television rights of the movie for five years, and expects to reap in more funds by screening it a second time in August.

A senior executive said MSM made around Rs 16 crore in advertising revenues during the television premiere on July 25 on Sony Entertainment Television. The company bought the rights to telecast the blockbuster for Rs 40 crore in May.

According to the data available with TAM, a TV audience measurement agency, the film had a television rating (TVR) of 10.1 in the six metros last Sunday. As many as 16.8 million viewers watched Sony during the premiere. The only other film which had come close to these numbers in television space was Ajab Prem Ki Ghazab Kahani. The Ranbir Kapoor-Katrina Kaif film had a TVR of 7.5 when it went on air on Colors in January this year.

Advertisers have shown keen interest in associating with the film again, and so, MSM has decided to re-telecast the film in August. Sony executives, who declined to be named, said the film was going to be a prized property for the network. "With its extremely high repeat value, the film will surely make money for the channel, as the rights are owned for the next five years," said an executive.

Sony had got 12 associate sponsors, including Life Insurance Corporation of India (LIC), Cadbury, Airtel, Raymonds, Tata Motors, Tata Sky and Lux for the premiere. Each 10-second advertising spot was sold for Rs 3 lakh each, said company executives.

3 Idiots is becoming a classic illustration of good content, as the film has already garnered Rs 400 crore at the box office. Including the TV and home video rights, it was expected to fetch the producers around Rs 500 crore, said film trade experts. Considering that it was made for 50 crore, the return for the producers is 1,000 per cent.

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