If the churning that is happening in the media business is any indication, Tollywood producers might receive a big jolt soon.
Due to the recession and other factors, the ad revenue from movie screenings on TV is going down. Producers are increasingly quoting high prices, and TV channels are getting meager revenue from them.
Hence, the bosses of Telugu channels are contemplating to put a moratorium on buying the rights for some time.
Zee Telugu, the group that has been facing financial problems has already stopped buying big movies. ETV Telugu never goes for bagging movies at high prices.
The only two channels that are left for the producers are Star MAA and Gemini TV. Star Maa is already rethinking about buying big movies for exorbitant prices.
Telugu film producers are not seeing much profits from the theatrical revenue these days but they are minting money from the digital and satellite revenues. However, the big general entertainment channels have now realized that they are being duped by the filmmakers.
While producers demand a big price for the satellite rights promising them that grand visuals and high production budget would bring viewership but in most cases those movies are turning out to be damp squibs both at the theaters and on the TV as well.
Recently, Mahesh Babu’s ‘Maharshi’ fetched a mere 9.2 TRP which is too low for the price they paid.
‘Vinaya Vidheya Rama’ which was also a disaster at the box-office posted even less TRP (8.21). Barring ‘iSmart Shankar’ and ‘Oh Baby’, none of the major movies fetched any impressive ratings.
Some of the prominent movies that fetched low ratings are…
Agnyaathavaasi – 6.3
Brahmotsavam – 8.3
Chitralahari – 4.8
Dear Comrade – 5.9
Dhurva – 9.3
Maharshi – 9.2
Majili – 7.7
Jersey – 8.8
Kaala – 5.2
Manmadhudu 2 – 7.9
Vinaya Vidheya Rama – 8.1
Top stars have increased their remunerations after Tollywood producers receiving the fat cheque from satellite and digital streaming companies. If these satellite companies stop buying the rights, it will send shockwaves in the movie industry.
It is high time the producers and stars stop being greedy and don’t kill the golden goose.
