A crisis seems to be brewing in Kollywood as the Tamil Film Producers Council (TFPC) has locked horns with leading Tamil satellite channels. The reason for the battle? For the last six months, satellite rights of a large number of Tamil films have remained unsold, except for those of big stars. Satellite channels have now stopped buying TV satellite rights of new films altogether.
On August 24, TFPC issued a notice stating that promotional film content (trailers and songs) should not be shared with leading Tamil General Entertainment Channels (GEC) and music channels, due to their not buying satellite rights of films. The notice further restricted film advertisement from being aired on satellite channels and stars from giving television interviews. The exception to this rule are those channels that have purchased the rights of a particular film. TFPC has officially identified only three channels that producers can promote their films on. A leading producer says, “The satellite channels have stopped buying new films, and even if they do, it is only at one-third of the market rate. There was a time when satellite rights of star-driven films were sold on the day the projects were announced, fetching up to 30 per cent of the film’s budget. These channels depend on us for film-based programmes and advertisement revenue. Therefore, we want to work out a mutually-beneficial alternative.” The satellite rights of as many as 150 films — including recent films such as VSOP , Paayum Puli , and Yatchan — now remain unsold. Even Baahubali ’s (Tamil version) TV rights haven’t been sold yet, with negotiations still going on. Paayum Puli , in particular, did not get the expected opening, as the film was not promoted on major satellite channels. Vishal, who is contesting the Nadigar Sangam elections, played the failure down, and said, “I personally feel that the small opening was due to the last-minute confusion over the film’s release date.”
Promotions of Yatchan were low-key too. G. Dhananjayan said, “I feel that control on the marketing and publicity expenditure is required to have a level-playing field for all the producers, regardless of the budget of the films. Hence, this is a right move from TFPC. However, there is a need to analyse whether the three channels chosen for promotions have the desired reach. Otherwise, the producers stand the risk of losing a big opening and also future revenues (including satellite rights).”
Meanwhile, TV channels for their part also have a point to make. They feel the high price of satellite rights no longer justify the return on investment. Moreover, channels believe that they have enough film content to telecast; that even repeat telecasts of old hits get better TRPs than new films. Says the head of a leading channel, “A correction in the price is long overdue. Ten years ago, big films used to get us good viewership, but this is no more the case due to wide theatrical releases, torrent sites, piracy and other factors. In the present scenario, if channels have to emerge successful, they have to create their own content, be it serials, reality shows or award nights.”
Producers, however, are of the opinion that sooner or later, the GECs and music channels will feel the pinch. The promotional budget for a medium-to-big Tamil film is anywhere between Rs. 1 crore and Rs. 3 crore, with television constituting 75 per cent of it. Producers are convinced that that internet and print advertisements are sufficient to promote a film. An executive of an advertising agency which markets Tamil films, says, “Today, the biggest medium of influence for a new film is television. Internet penetration is low in tier-2 and tier-3 towns in Tamil Nadu. Television promotions are required for a film to work at the box-office. ”
K. E. Gnanavel Raja of Studio Green, whose Trisha Illana Nayanthara is gearing up for release, says: “The producers and channels have to co-exist, and the current situation will not hold long, as the show must go on.”
