New Media Promotions are Producers Gain

India’s biggest export to world is bollywood. I totally agree that bollywood is one of the biggest money gainer for India. People today outside India know about bollywood as much as they know about Hollywood. Advertising is also another reason of popularity and not only this its giving additional business to bollywood along with movies. When it comes to advertising, the advertising medium have expanded a lot. Earlier advertising was through hand-painted billboards and posters. Now computer printed billboard and posters are used. Not only the change in technique of advertising, even other things like trailers of movies, movie stills, behind the scenes and music launch etc. are the ways of promoting or advertising movies.

Remember Krishh starring Hritik Roshan, it had product placement of Samsung, a way to advertise a product in your movie. Here producer is gaining from Samsung, for endorsing its brand in the movie. On other hand samsung is getting promotion as benefit. In order to attract new customer and to retain existing ones, Television channels and service provider like DTH are telecasting latest movies. Recently 'What's Your Rashee' got released on DTH. Even 'Kaminey' was released on DTH, which was a great success. More movies are following this path now and are taking advantages through such TV channels and service providers by making good business deals, while these TV channels and service providers bear the cost of telecasting these movies and sometimes doesn't even get enough revenues . Some even spent 53% (approx.) of content cost in order to show these movies.

What I feel is on one hand bollywood producers are making profits while on another risk is beared by television channels and service providers. Slumdog Millionaire, a big hit was telecasted on PIX. Now what we generally feel is, PIX is the one getting profit while actual gainer is the producer. Producers are the one getting what they want through their advance deals while service provider’s take the risk and if movie fails on Television then they bear it. iControl IPTV, one of the IPTV service provider in India, telecasted Hanna Montana, movie did good and as far as iControlIPTV is concerned i have no clue about it. Now they are telecasting BOLT (Tweeted on twitter.com :" Watch & win. The Biggest Blockbuster BOLT is now on @iControlIPTV " ) and Lets see what results will BOLT show.

Now the question arises is why TV channels and service providers are still following this pattern? They are getting more customers at a very high cost by following this approach and I guess in future too such investments will be there.