Star Gold

Star Gold
Star Gold

Hindi entertainment channels have slowed down in their Bollywood film acquisitions due to high costs and small returns in ratings.

Mumbai Mirror reports that big titles like ‘2 States’, ‘Highway’, ‘Revolver Rani’ and ‘Gulaab Gang’ are currently unsold.

Talking to the paper, Jayantilal Gada, CMD, Pen India Pvt. Ltd., who handles acquisition for ZEE Network, admits that he’s bought only ‘Main Tera Hero’ and ‘Holiday’ in the past 12 months, and two others, ‘Agneepath’ and ‘English Vinglish’, the year before. “We have sealed only four transactions in the last two years. Things are getting tight.”

While Sony Entertainment Television Asia is known for its Yash Raj Films line-up, Star TV India recently confirmed a new deal for Salman Khan and Ajay Devgn movies. The broadcaster also has films like ‘Bobby Jasoos’, ‘Humshakals’ and ‘Bang Bang’ in its kitty.

Neeraj Vyas, EVP & Business Head, Max & Max 2, admitted that channels were paying huge amounts for films. He told Mumbai Mirror, “There has been no negotiation and communication with filmmakers in the recent past,” he reveals, adding that 70 per cent of the films released in the last one year–excluding the Rs 500 crore deal with Salman Khan and the Rs 400 crore for Ajay Devgn starrers which is supposedly going to be honoured–have no takers. “That’s because films have now become two dances-three songs projects. There’s no demand for TV premiers and TRPs of even big hits are down. Even the last Aamir blockbuster fared just average on TV.”

A new strategy, which could benefit all, is reportedly being negotiated between broadcasters and production houses.