Hindi

Unravelling Housefull Action’s strategy

Published

10 years ago

May 2, 2016

MUMBAI: One of the most loved film genres across geographies was action was the thought that prompted the launch of a new movie channel – Housefull Action. Launched on 21 February this year, the channel specifically caters to the action hungry audience that is constantly looking for more. The channel says that it will be showcasing the best of content from Hollywood, Bollywood and Tollywood.

Housefull Action is marketed by White Pixel in association with Swami Films and is broadcast by Triumph Media Vision Pvt Ltd (Triumph MVPL).

Speaking with Indiantelevision.com, Swami Films founder and director Ajit Joshi said, “With the launch of Housefull Action, our aim is to cater and entertain the action movies lover. Primarily, our focus will be on South Indian movies but we will also be airing Bollywood and Hollywood action films.”

To ensure that even the interiors of the country could view its offerings, the channel first launched on DD Freedish. Currently, Housefull Action is available on Dish TV’s DTH platform, as also on Den, Hathway and major MSOs’. Further, the channel is in talks with other MSOs’ as well, hence in the coming couple of months the distribution of the channel will become more robust.

Marketing strategy

Being just two months old, the channel is yet to have advertisers on board. In the meanwhile the channel has sold time slots to several brands for teleshopping. On an average, sources within Housefull Action said that the channel earns revenues of between Rs 60,000 to Rs 70,000 for half an hour from teleshopping. On a given day, the channel airs teleshopping for four to five hours.

Unravelling Housefull Action’s strategy, Joshi said, “There are two ways for the business – teleshopping or commercial advertisements. We will go with the both the ways in future.”

With digitization happening across metros the channel will be generating revenue through ad sales, Joshi said, “White Pixel clearly feels that it has been getting good response from the market and that people are keen to add more channels in the plans to build frequency”.

Joshi revealed, “We are waiting for our BARC ratings to stabilize so that we can pitch to our advertisers. Keeping our competitors in mind, we will freeze the 10 sec ad rates. We have good financiers working with us, therefore we hope for the best.”

Triumph MVPL director Sudhir Singh said, “There is a huge market available for the action genre and we want to capitalize on it. We have done our primary research work and the results show us that this market still wants more action movie channels”. While sources within the channel revealed that it is looking to garner around 15 to 20 GRPs’ in the first year of launch Singh explained, “We are not in the numbers game here. We clearly want to sustain ourselves and be there.”

White Pixel director Abdul Aziz Khan said, “Within the Hindi movie genre, ours is a niche genre. For the action movie genre, the core audience is male (age group 15 +). Since there are not many players who cater to this niche genre, we will be targeting those brands that are looking to cater to the male TG as their primary audience.” Reiterating, Aziz said, “We have a very clear definition of catering to the hard core action lover who is primarily male and taking to that audience to the advertisers who want to target the male TG.”

To garner eyeballs, Housefull Action currently spends around Rs 20 to Rs 25 lakh towards marketing with plans to up that figure to about Rs one crore. There are also plans for on-ground activations and other marketing activities lined up for the coming months.

Joshi further revealed that apart from the movie channel, his group is planning to launch a website Housefultv.com very soon. “For the first time a movie channel will go live. Audiences can watch movies of their own choice. They can easily log in. Initially it will be free of cost.

Sources within the channel say that it has movies like Border, Sarfarosh, Shehenshah, Deewar, Tridev, Deva, Rakshak and Kalavaram in its library. According to industry sources, the acquisition prices of the movies that the channel has in its kitty so far have ranged between of Rs 5- 50 lakhs.

The management says that it will be pumping in money to strengthen its distribution as it wants visibility across all platforms. It also wants to build its visibility by targeting the trade fraternity and customers directly by giving them regular updates on the developments at its end. It has plans to acquire other interesting properties on a regular basis.

The group managing Housefull Action has firm plans to make its venture a profitable one. It is left for time to determine how successful its efforts will be.

Related Topics:Bollywood DD Freedish Den Hathway Hollywood Housefull Action Swami Films Tollywood Triumph MVPL White Pixel

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Boney Kapoor acquires remake rights of Tamil political satire Thalaivar Thambi Thalaimaiyil

Strong word-of-mouth turns Pongal satire into remake pick

Published

1 week ago

February 9, 2026

indiantelevision.com Team

MUMBAI: A Pongal release, a village satire and a theatre visit in Coimbatore have turned into Boney Kapoor’s latest acquisition. The producer has secured the remake rights to the Tamil political satire Thalaivar Thambi Thalaimaiyil (TTT), a film that has been enjoying a strong theatrical run powered by word-of-mouth and praise for its sharp, rooted writing.

Set in a rural milieu, the story follows a panchayat leader thrown into disarray when a wedding and a funeral land on the same day. What unfolds is a swirl of satire and humour that skewers local politics, power games, bruised egos and family tensions, all anchored in the textures of everyday village life.

Kapoor first encountered the film earlier this year while in Coimbatore for the Celebrity Cricket League. With time to spare, he caught a screening at a local theatre. That viewing proved decisive. According to sources, the narrative style, performances and the film’s balance of political commentary and comedy caught his attention.

Interest quickly turned into intent. Kapoor reached out to the producers soon after to explore a remake. Talks gathered pace over the following weeks and came to a head last Friday at the film’s success party in Chennai, where Kapoor joined the celebrations and continued negotiations with the makers.

By the end of the evening, the deal was sealed, with Kapoor formally acquiring the remake rights.

For an industry constantly mining regional cinema for the next crossover story, the move is telling. A small-town satire with local flavour has found a national backer. And if Kapoor’s instincts hold, a tale born in one village may soon echo far beyond it.

Hindi

Fans take centre stage as Zee Cine awards turns the spotlight around

Published

1 week ago

February 7, 2026

indiantelevision.com Team

MUMBAI: When the applause gets louder than the dialogue, you know the fans have taken over. That was the unmistakable mood as Zee formally announced the Zee Cine Awards 2026, flipping the script to celebrate not just cinema’s stars, but the people who cheer them on the loudest.

The 24th edition of the awards marks a fresh chapter in Zee’s long-standing relationship with Hindi cinema, anchored in its fan-first philosophy, Fantertainment. This year’s theme, ‘Yeh Pal Hai Fans Ka’, reinforces a simple idea: cinema’s most powerful moments are shaped as much by audiences as by actors on screen. Presented by Maruti Suzuki, the awards aim to turn fandom into the main event.

The announcement, held in Mumbai, was anything but a routine press conference. Bollywood stars Akshay Kumar, Tamannaah Bhatia, Jacqueline Fernandez, Sonam Bajwa, Aparshakti Khurana, composer Mithoon and singer Palak Muchhal joined fans to kick off the celebrations, turning the launch into a high-voltage, participative spectacle.

Staying true to the theme, fans didn’t just watch the announcement, they drove it. Akshay Kumar took the lead, pulling fellow stars on stage and energising the room, before the unveiling of a live LED Fan Meter. Powered purely by audience cheers, the rising meter culminated in the reveal of the Zee Cine Awards 2026 ground event date, announced in unison with fans, blurring the line between performer and spectator.

The momentum continued as Tamannaah Bhatia, Jacqueline Fernandez, Sonam Bajwa and Aparshakti Khurana recreated iconic hook steps, joined by Mithoon and Palak Muchhal for music-led interactions. Games, spontaneous performances and playful banter kept the focus firmly on shared moments, underscoring the evolving bond between cinema and its audience.

Beyond the launch, the awards will roll out as a multi-platform journey across television, digital, print and fan-led experiences. The aim is sustained engagement from the first announcement to awards night cementing fandom as a cultural force rather than a footnote.

Commenting on the milestone edition Zee head of advertisement revenue, broadcast & digital Laxmi Shetty said the 24th Zee Cine Awards continue to draw strength from the network’s omni-channel ecosystem, reflecting how audiences consume content today across TV, digital and social platforms. She noted that long-standing brand associations, including Maruti Suzuki’s three-year partnership and support from brands such as Hell Energy, underline the platform’s scale, trust and cultural relevance.

As Zee Cine Awards 2026 gathers pace, one thing is clear: this year, the loudest cheers won’t just echo in the auditorium, they’ll shape the show itself.

Hindi

Prime Video to stream Don’t Be Shy, produced by Alia Bhatt

Published

3 weeks ago

January 30, 2026

indiantelevision.com Team

MUMBAI: Prime Video has found its next feel-good original, and it comes with a healthy dose of heart, humour and youthful chaos. The streaming platform has announced Don’t Be Shy, a coming-of-age romantic comedy produced by Alia Bhatt and Shaheen Bhatt under their banner, Eternal Sunshine Productions.

Written and directed by Sreeti Mukerji, the film follows Shyamili ‘Shy’ Das, a 20-year-old who believes her life is neatly mapped out until it suddenly is not. What follows is a relatable tumble through friendship, love and the awkward art of growing up, when plans unravel and certainty gives way to self-discovery.

The project is co-produced by Grishma Shah and Vikesh Bhutani, with music composed by Ram Sampath, adding to the film’s promise of warmth and energy. Prime Video describes the story as light-hearted yet emotionally grounded, with a strong female-led narrative at its core.

Prime Video India director and head of originals Nikhil Madhok, said the platform was delighted to collaborate with Eternal Sunshine on a story that blends sincerity with humour. He noted that the film’s fresh writing, earnest characters and infectious music make it an easy, engaging watch for audiences well beyond its young adult setting.

For Alia Bhatt, Don’t Be Shy reflects the kind of storytelling Eternal Sunshine set out to champion. She said the film stood out for its honesty, its coming-of-age perspective and Mukerji’s passion, which she felt was deeply woven into the narrative. Bhatt also praised Prime Video for supporting distinctive voices and bold creative choices.

With its breezy tone and familiar emotional beats, Don’t Be Shy aims to charm viewers whether they are rom-com regulars or simply in the mood for a warm, unpretentious story about life refusing to stick to the plan.