Television Premiers and Their Marketing Gimmicks

Repetitive schedules every week might urge the fans to switch to other channels in search of new films, unless it is a film like 3 Idiots or DDLJ that's being telecasted.

But again it depends on which film is being telecasted. Films like Once Upon A Time IN Mumbai Again and Zanjeer which bombed at the box office proves to back fire for channels telecasting them unless there is no good option on TV. While most of them have opted for seeing BIGG BOSS 7 with Salman Khan or MAHABHARAT on a Sunday evening, it only goes out to prove that people do not have access to very few good films on the weekend. So while channels need to make an attempt to bring new films to improve their TRPs, they also need to shuffle with good films in their schedule rather than frequently repeating it. If they do not adapt to this formula they might just end up being another Channel V. While the music channel converted itself into a youth centric channel and have got ridden of their dose of music, the channel had started showcasing films every morning. But then the repetitiveness of films forced the channel to replace it with new youth centric shows. Similar was the case with MTV who once showcased films only to realise that the formula isn't working for them.

But some channels still manage to sell old and new releases in a very modern manner wherein they bank upon their promotional tactics to make the broadcast a hit formula. Social media, mobile marketing and various contests make sure that the film, in spite of being telecasted for the millionth time will get its audience. These contests include bribing prizes like the film posters, DVDs, merchandise and even a date with the lead star cast of the film. Hindi movie TV channels like Sony Max, Movies Okay, COLORS and Zee films are too fond of this technique of promotion. While Facebook and Twitter contests begin a few hours before the movie is broadcasted, the excitement and the moods are already set.

However with limited techniques of promotion and lack of innovation, it will be interesting to see how these movie channels cash in their gimmicks to hold on to their viewers.