Hindi

Interactive Television introduces CAM for brands in India

Published

12 years ago

September 19, 2013

Interactive Television (A WPP Group Company), one of the leading cinema advertising company which works with over 9,000 screens across India, has announced the launch of a third party monitoring tool – Cinema Audit Monitoring (CAM) which is being carried out in collaboration with Ipsos-media ct. This monitoring will be carried out in top eight cities covering 200 screens which contribute approximately 70 per cent of the cinema adex in a given week. The selected screens include key multiplex chains like PVR, Big Cinema, Cinemax, Inox, Fame, Fun, DT, SPI and Wave Cinemas.

The country’s film entertainment industry is the largest in the world in terms of the number of films produced (approx. 900) and its theatrical admissions (approx. three billion).

The film industry has evolved over time and technology has played a major role in the way cinema is presented to audiences in theaters. Movies which were previously released on just 200-300 screens are now screened in over 2,000 on day one. This has significantly improved the probability of every movie to make money and ensure profitability. The Rs 100 crore plus box office collections movie club has thus come into existence and is growing every year.

The year 2012 was an exciting year for the Indian film industry with footfalls returning to the big screen. The domestic theatrical segment grew at a CAGR of 23.8 per cent y-o-y contributing 76 per cent to the Rs 112.4 billion film Industry and it is expected to continue its growth trajectory and be worth Rs 193.3 billion by 2017.

According to Interactive Television founder and CEO Ajay Mehta, “Interactive’s proprietary tool CAM is a game changer for brands investing in cinema advertising in India. The results of the monthly audit will help our existing and potential clients recognise the growth opportunities for their brands whilst choosing cinema as an advertising medium. With this audit, we aim to provide transparency and visibility to our set of clients to assist them in result oriented media planning and buying.”

Ajay Mehta believes Interactives proprietary tool CAM will be a game changer for brands investing in cinema advertising in India

Cinema in India is big, but cinema advertising is not that great. Cinema advertising in India varies between Rs 200-250 crore; which is less than a per cent of the adex of overall media spends. Even UK has more than two per cent of their overall media industry, but India is not even one per cent claims Interactive Television’s report.

The report goes on to explain: the key reason is that there is no monitoring system is in place. Because of which the clients always question the measurability and ROI of the medium and therefore are not sure if their ads are playing or not and thus remain wary of including cinema in their media plan. Interactive Television tackles this issue through its proprietary tool CAM as it claims.

The findings of the first round of monitoring, which was conducted in August 2013, is already out. And the report captures all the brand ads screened before the movie and during the interval. It also includes the order in which they were played. The report also highlights the product categories, top spenders and their presence across eight cities.

The other key information areas which this report includes are – total numbers of brands present in cinema during the audit period, occupancy details before and during interval, commercial duration, commercial position, number of times each ad was played, total number of ads being played and average number of ads played with big movies.

CAM reporting will be done on a monthly basis and monitoring is done with big releases in that particular month. The August 2013 report indicates that the F&B category is leading in cinema, followed by personal care.

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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

2 weeks 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.