A History was created in the Indian film distribution arena when KAMINEY was telecast on Tatasky for two consecutive days 12 and 13 September 2009. There was no advertisement about this initiative but only announcement about this happening on television was announced in advance for the subscribers of Tatasky. So KAMINEY was there on offer for viewing for two consecutive days, at a fraction of cost of what one would have to pay if it were to be seen in the cinema halls, and that too could be savored minimum of three times during the day without any advertisement break whatsoever.
KAMINEY therefore has created another history as being the first mainstream film that is still ruling the box-office to be offered for viewing for the Tatasky subscribers. Incidentally, though KAMINEY has been produced by UTV Films and UTV already has its own movie channel KAMINEY was shown on Tatasky. At the last count Tatasky had 4 million customers, and even if one quarter of them decided to view it, neat additional revenue of more than 25 lakh at a conservative estimate would have been made.
This initiative has also dealt a serious blow to the pirates as now that KAMINEY has been viewed by quite a sizable population they would not hanker for the video prints which are otherwise shoddy. But would it also have an impact on the satellite rights and subsequent video releases for KAMINEY would be a thing worth watching out for. But a new marketing paradigm has been created with this initiative, as additional revenue has been generated while KAMINEY still is the flavor of the nation, as there hardly would have been anybody having a satellite connection having any doubts about viewing the film within the comforts of the house, without any advertisement breaks whatsoever.
Could this be the reason why UTV allowed it to be telecast through Tatasky as it already must have acquired the satellite rights for subsequent broadcast through its movie channel and this additional source of revenue could have been the win-win situation for all associated. Now an additional source of marketing the film has opened up, showing it through the movie channels of the Direct to Home service providers.
Associated fallout of this initiative would be that the marketing of DTH channels can acquire a feverish pitch and the small distributors would not be able to match it, as they would not be able to garner that quantum of resources to bid for a movie while it is still running to full houses. So the bar has been raised for the advantages that new technologies can provide for the viewers who align their fortunes with the DTH service providers, and a new battle ground is indeed getting prepared. Where the advertisement guys fit into it would, would be an interesting proposition to watch out for!