With general entertainment channels (GEC) resorting to re-telecasting programmes owing to the ongoing strike by technicians, niche, movie and music channels are likely to garner more viewership. CD Mitra, president, Mudra MAX, a media-buying agency said, ?It?s quite possible that till the time the issue is resolved and GECs are forced to air repeats, other channels will gain a lot of viewership.? Mitra said that advertisment-wise, there may not be a huge shift but if the problem lingers, then the whole television viewing pattern will undergo a change.
More viewers are likely to shift to movie channels if GECs continue to air repeats. Other genres which are likely to gain are news and sports channels. ?There is definitely going to be a drop in the viewership of GECs. However, till the ratings of the first week are released, it?s extremely difficult to quantify the amount of loss in viewership.? However, industry sources disclose that there could be a substantial 20-30% fall in viewers.
Also, broadcasters are putting on a brave and united front, and said that the Advertising Agencies Association of India (AAAI) has written to advertisers requesting them to be supportive and not cancel ad spots. Industry sources disclose that many of the broadcasters have given a verbal commitment to advertisers that if the problem lingers, then they will be compensated in some way.
On the other hand, trade analysts say that if the dispute continues, then the three films releasing this weekend(November 14), will get an outstanding opening pan-India. These include Karan Johar owned Dharma Productions? Dostana starring Priyanka Chopra, Abhishek Bachchan and John Abraham and actor Vinay Patha?s Dasvidaniya and Paramount Pictures? Eagle Eye. It was predicted that because of its hype and star cast, Dostana will get a good opening in the metros. However, Devang Sampat, senior vice-president, Cinemax, said, ?We are expecting at least 90% opening for Dostana and 55-60% opening for Dasvidaniya, pan India.? He feels that if the content is good, both the films can mature in the second week. ?We have been getting good footfalls on weekdays also possibly because there is not enough entertainment available on television,? said Sampat. However, Bhumika Tewari, AVP programming, Fun Cinemas said, ?Although there will be some shift in the numbers, I am not expecting a drastic change in numbers in terms of footfalls at multiplexes.?