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Television expands its reach: Time lag of release in halls and on Television/DVD's shortened
Enkayaar, Bollywood Trade News Network
The decision of UTV to telecast JODHA AKBAR on 15 of August all over the country would indeed be an epochal step in the direction of meeting point between cinema and television. In the present times, when the filmmaking is becoming a costly proposition releasing a film on the DVD as also on the television has emerged as an economically beneficial proposition. It also facilitates in recouping the cost at a much faster pace as the advent of television as a new medium for distribution of films along with DVD has meant that turn around time for a film maker is now of a shorter duration.
A film like AAMIR, which was critically acclaimed, could not get the same kind of success on being released in a cinema hall, but when it was released on the television, incidentally on UTV the film was able to recoup quite a substantial amount of investment.
Apart from television Home Video Market, DVDs have emerged as the biggest money spinner for a film maker, no wonder the deals for DVD rights being signed earlier are being rescinded and courts help is being resorted to settle the matter. Releases like JOHNY GADDAR, LIFE IN A METRO, continue to be among the top rentals. Advent of DVD releases has facilitated in creation of a new sector of audience who does not have the time but the inclination to see the movie and is ready to watch the movies from the comforts of his drawing room or bedroom.
This is one segment that is not averse to invest in new technological devices to make his movie viewing experiencing really an enthralling one. If a survey were to be made of the users of DVDs and Home theaters it would be found majority are those who are avid movie buffs, and go to any extent to make their experience of movie viewing from the comforts of their homes, cinema hall like.
Earlier the films were only being released on VCDs, and DVD release was very less, but with the advent of DVDs and its qualitative ness as compared to VCDs has opened up a new market. It has also kindled an aspiration among the VCD viewer to graduate to a DVD as a DVD is loaded with additional information about the film, and any additional information, which may not have even been shown to the movie hall viewer, is shown on the DVD. At a conservative estimate Home video market has the potential to reach Rs.11000 crore and the rental market is of the order of Rs.600 crore in India. If it is compared with the position in Hollywood, DVD market is yet to take off here, and this is why there is a clamour and acrimony to have the rights of the film on DVDs in particular.
It is probably owing to this reason that more and more production companies are getting into satellite distribution as also coming out with DVDs under the banner of their production houses.
What it could ensure is that if one has the inclination, then one may not rue about having missed a movie as it would be shown on television channels over a period of time, and if uninterrupted viewing is desired then DVD is the panacea.