Tag: Kulmeet Makkar

  • Producers Guild ropes in Nitin Tej Ahuja as CEO

    Producers Guild ropes in Nitin Tej Ahuja as CEO

    MUMBAI: It was during the pandemic that the Producers Guild of India lost its affable and hard-working CEO Kulmeet Makkar who passed away following a heart attack. Now the board of the Guild has found his replacement: Nitin Tej Ahuja. Nitin has had a pretty well-rounded career trajectory and he describes himself as a professional with experience as a film producer/publisher/screenwriter/journalist/music IPR on his LinkedIn profile.

    He started his career at Star India as a publicity executive in January 1996, moved on to writing for TV for a few years, hopped on to royalty organisation PPL as the head of mobile and broadcasting, worked with World Space Radio as general manager –music and artiste relations, became publisher of Box Office India, and then finally turning producer with Moving Pictures bringing out movies such as Saheb Biwi Gangster Returns, Bullet Raja, Revolver Rani, Anaamika (Telugu), Zhapatlela, Sata Lota (Marathi).

    Guild members revealed that the announcement was made this morning to them and they  have welcomed his appointment as the association’s CEO.

    Ahuja confirmed this to indiantelevision.com adding that he is happy about getting on to the guild. “As a long-time observer and admirer of the Guild’s wide-ranging and pathbreaking initiatives in championing the interests of content producers, I am honoured to serve in the continuation of the Guild’s untiring efforts. I look forward to working closely with the PGI President and members as we navigate the challenges brought about by the global pandemic and the vastly different landscape that awaits us in the post-Covid2019 world," he said.

    Producers Guild of India president Siddharth Roy Kapur said, “I have known Nitin for many years as someone with an expansive and in-depth understanding of the media and entertainment industry. He is uniquely equipped with the knowledge, experience and ability to take on the challenges and to build on the opportunities that will be presented by the unprecedented times ahead of us. I am confident that in this role, Nitin will be a huge asset to the PGI and to the industry as we move forward.”

     Siddharth further added, “I also want to take this opportunity to recognize the immense contribution of the late Kulmeet Makkar, in his role as CEO of the Guild for the past decade. His sudden demise left us all in grief, and created a huge void at the PGI. Kulmeet worked long and hard with passion and perseverance to bring the Guild to its present stature, and I have no doubt that Nitin will go on to ably build on this wonderful legacy.  

  • Industry pays homage to Kulmeet Makkar

    Industry pays homage to Kulmeet Makkar

    MUMBAI: The television and film fraternity woke up this morning to the shocking news of the sudden demise of Kulmeet Makkar, CEO of the Film & Television Producers Guild.  

    He died following a heart attack. He was in Dharamshala, Himachal Pradesh, where he had been since the lockdown due to the Covid2019 pandemic. Makkar had been active in the entertainment industry for more than three decades, having worked with companies like Saregama, Reliance Entertainment, Shreya Entertainment, etc.  

    A pall of gloom has descended on the fraternity and everyone is in shock.

    “I am extremely devastated by this news,” said SOL India-Banijay Group founder and MD Fazila Allana.

    She said: “I was on a conference call with him recently and we were supposed to have another call tomorrow. I was constantly in touch with him on WhatsApp. He looked absolutely fine; this news came as a shock to me. Kulmeet was a very sensitive person; he held everything together for the guild. He was always there to help you. It is a huge loss for the television industry. Especially in these trying times he was really spearheading the guild’s effort towards how the industry would function post the lockdown. We will miss him very terribly.”

    Balaji Telefilms COO Ketan Gupta:  “We woke up, again, to very terrible news. After the tragic news of Irrfan and Rishiji, this was shocking! My heartfelt condolences and prayers for the departed soul. He has been an integral part of our film and TV Guild of India and his loss is irreparable and irreplaceable. May the almighty give strength to the family at this most difficult time. RIP.”

    Applause Entertainment Limited CEO  Sameer Nair: “I am just too sad to listen to this news.  Kulmeet was really the heart and soul of the Guild…the nicest, kindest, friendliest soul in our industry.”

    Binaifer Kohli remembered Kulmeet as a very dear friend. “He and my husband worked together for a company called Usha. He was a wonderful person, always very helpful and nice and a big asset to the guild also. My condolences to his family. It is a great loss for the industry.”

    Anil Wanvari: “He was driven to take the Guild to new heights. It was what drove him. That it should live up to what its purpose was: to service its members – film and TV producers. He brought a lot of order and professionalism to it. He will surely be missed.”

    Filmmaker Karan Johar tweeted: “Kulmeet you were such an incredible pillar to all of us at the Producers Guild of India….relentlessly working for the industry and towards its enhancement and advancement… you left us too soon…We will miss you and always Remember you fondly…. Rest in peace my friend…”

    Filmmaker Rohan Sippy: “More terribly sad news… the film industry has lost another irreplaceable stalwart… RIP Kulmeet.”

    Hats Off Production founder JD Majethia remembered Kulmeet as a passionate man with a Vision. “In spite of him not being an active producer he knew the issues and necessities of the business far more than  most producers I know of. I have interacted and worked with him for over a decade and can say he was almost indispensable. He was involved in so many activities of the industry till his last breath. I still can't believe it and I'm in a huge shock. You will be missed  forever Kulmeet.”

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  • Film & TV Producers Guild CEO Kulmeet Makkar passes on

    Film & TV Producers Guild CEO Kulmeet Makkar passes on

    MUMBAI: May does not seem to have brought with it good news. Early this morning, the CEO of the Film & Television Producers Guild Kulmeet Makkar passed on after suffering a massive heart attack. He was in Dharamshala, Himachal Pradesh, where he had been since the lockdown due to the Covid2019 pandemic.

    Makkar had spent more than three decades in the entertainment industry, with stints at Saregama, and Reliance Entertainment as  founder CEO of Big Music & Home Entertainment.  He was also president & CEO at Shreya Entertainment before taking up the position as Guild’s CEO in 2010.

    Since then, he had been instrumental in working with several industry leaders who served as presidents of the association. And he spent years tirelessly pushing the agenda of the industry to the government and various international television and film bodies.

    One of the prime partnerships he had managed get going  was with the Producers Alliance for Cinema & Television, the UK-body representing independent producers. This has helped facilitate ease of production in the UK and vice-versa.

    Makkar was working on setting up a trust – to which Netflix has pledged to  contribute $1 million – to help the daily wage earners (who have been affected by Covid2019) in the film and television industry.

    He is survived by his wife, a daughter and a son.

  • Production houses keep their faith as they weigh impact of COVID-19

    Production houses keep their faith as they weigh impact of COVID-19

    MUMBAI: The iconic ‘Lights, camera, action’ has temporarily been silenced across the country. The COVID-19 pandemic is wreaking havoc on the once-thriving media and entertainment industry, stymieing its smooth functioning, at least for the time being. The silver lining, however, is that despite the global impact of the pandemic, production houses are hopeful of a brighter future. Industry experts are hoping that the short-term pain will be a long-term gain. While some feel that the nation will soon be back on its feet, others are thankful for the much-needed break for creative people. 

    Indiantelevision.com reached out to a cross section of players in the industry for reaction.

    The Film and Television Producers Guild of India CEO Kulmeet Makkar believes it is too early to predict the overall impact. It completely depends on how long this lockdown continues. “Everything is shut. How soon will theatres open is a huge question mark. Even if the essential commodities are made available, will cinema halls open for the public, considering the social distancing norm? Given all this, everyone except news channels is facing a huge setback,” he says.

    Production houses that had rented sets for their upcoming shoots had to hurriedly halt things. Indian Film and TV Producers Council director Shyamashis Bhattacharya says, “We are talking to all the studio owners both at an individual level as well from IFTPC that the rent of such studios should be waived off for the period where there has been no work. Film City, where the industry has the maximum number of sets, is controlled by the Maharashtra government; we are trying to reach out to them as well on this matter. I am sure they will take an empathetic view of our concern. For sets where the producer may not get any waiver on the rent, I am sure the broadcaster of that show will pitch in and help the producer.”

    Hats Off Productions co-founder Aatish Kapadia says that it is more important to look after the lives of daily wage earners and people who are in trouble because of work shortage than to worry about the rent.

    Unemployment and job cuts will be a grim reality that will hit the industry soon. Bhattacharya says: “Sacking of people would be an individual choice of every producer and that will depend on how long the lockdown continues. I don’t think anyone will like to sack people if they are able to manage financially.”

    Even though no jobs have been taken away yet, Makkar questions whether production houses can sustain those losses for long if the lockdown continues. For now, the focus is on the daily wage earners, the most hard-hit by the COVID-19.

    Playing their part to help fellow humans, industry biggies have come forward with a heart of gold.

    Red Chillies’ Shah Rukh Khan is making available his office for quarantine facilities. Balaji Telefilms’ Ekta Kapoor will donate her annual salary of Rs 2.5 crore towards helping daily wage earners and freelancers. The Yash Chopra Foundation will look after 3000 daily wage earners from the industry. The foundation will also transfer Rs 5000 to their individual bank accounts. 

    Meanwhile, streaming giant Netflix has contributed $1 million to the relief fund set up by Producers Guild of India. Sony Pictures Networks India will donate Rs 100 million. Zee Entertainment has also committed to help 5000+ daily wage earners who are working directly or indirectly in its overall production ecosystem.

    However, the question looming large is the sustainability for producers and broadcasters when revenue doesn’t kick in for a few months. Experts suggest that if the crisis continues, every stakeholder will see more than 15 per cent of the total yearly revenue being wiped out.  Although the initial support has been phenomenal, the government needs to step in soon. Even if the lockdown is lifted on 14 April, it will take time for things to get back to normal.  Every single month of inactivity would mean losing 10 per cent of the business.

    In the meanwhile, some parts of the production chain are still being oiled. A few production houses are doing background work to promote their shows on digital platforms. “We are doing a lot of collaborative work on Zoom calls and other Microsoft applications. The work is in progress with several channels. I am writing scripts for a web series and a film. Khichdi and Sarabhai Vs Sarabhai are back on television and to promote the shows every team is resorting to video conferencing. We are doing a lot of shoots on social distancing through our individual social media handles,” says Kapadia.

    Bhattacharya says that the scripting for some shows is being conducted via email exchanges. These are shows that were commissioned before the lockdown but couldn’t get started with the shoots. “As far as absolutely new ideas are concerned, I think the broadcasters will listen to them only when the situation normalises to some extent,” he says.

    Nonetheless, heads from the entertainment and media industry are hopeful that things would be better once the lockdown is lifted and the government plays its part in helping the stakeholders in the industry. But the industry will feel the pinch for the months to come.

    Let’s earnestly hope that the industry will emerge unscathed from this unprecedented and hard situation. 

  • TV strike threat: Producers expect to hire ‘outsiders’, talking to channels

    MUMBAI/NEW DELHI: Even as the Federation of Western India Cine Employees (FWICE) had threatened to go on strike from 15 August if their demands of salary increments and eight-hour shift for workers are not met by producers, producers say that they should have the freedom to hire outsiders.

    Indian Film and TV Producers Guild CEO Kulmeet Makkar said the strike was mala fide as the matter was sub judice before the Competition Commission of India. Once the CCI decided the case, Makkar added, the FWICE could submit its demands and those would be considered.

    Indian Film and TV Producers Council leader and a leading television producer JD Majethia told indiantelevision.com that 7.5 per cent increment had already been given to all the workers even in the absence of any binding legal contract. “Do you think, we (producers) would let our businesses paralyse for a mere 2.5% hike,” he countered.

    Indian Motion Pictures Producers Association president T P Agarwal and Makkar told indiantelevision.com that the matter was sub judice, and the FWICE demand was therefore unjustified.

    Agarwal has written a detailed letter to the police commissioner for protection of producers who hire experts who are not members of FWICE.

    The FWICE, which claims to have 2,50,000 members, has reportedly sent notices to the Film and Television Producers Guild of India Ltd, Indian Motion Picture Producers Association (IMPPA), Indian Film and TV Producers Council (IFTPC), and Western Indian Film Producers’ Association (WIFPA). The notice has also been reportedly issued to advertising companies, television channels and the police department as well.

    “We know well how to take care of all workers — as we are aware a happy worker works well,” he quipped. The workers (working in mostly air-conditioned studios) are provided the same food and comfort as a senior technician, Majethia said.

    About their other demands, Majethia categorically stated that insurance was compulsory and was done at each and every shoot and set. He also said that the workers union should first get each and every worker medically checked so that he could be assigned work in accordance with his capability — health-wise. Workers unions should also ensure qualified workers were sent on the sets. “For example, unions must ensure an electric fittings etc incharge has the required technical qualification and experience to supervise and control all operations,” Majethia said.

    FWICE had two years ago called a strike, demanding salary increment, eight-hour shift, accidental and medical insurance, safety and job security. Producers’ bodies had agreed to fulfill the demands, but, according to FWICE, the promises remained unfulfilled.

    “We are in talks with producers and channels to find a way out of this imbroglio,” Majethia said. Privately, however, he said, a number of workers told them that they were willing to work and were not in favour of strike. “Opinion is widely divided among the workers’ leaders,” Majethia said.

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  • Copyright owners call for competitive pricing over TRAI regulation

    Copyright owners call for competitive pricing over TRAI regulation

    NEW DELHI: The Film and Television Producers Guild of India has expressed its voice against any mandated tariff as far as television channels are concerned.

    In a reaction to the recent Draft Telecommunication (Broadcasting And Cable Services) (Eighth) (Addressable Systems) Tariff Order 2016 drawn up by the Telecom Regulatory Authority of India, Guild President Siddharth Roy Kapoor said: “As India continues to develop its thriving creative industry, a transparent, market-based environment free from mandated tariffs, is essential to build investor confidence and to foster the creation of quality content benefiting India’s consumers and its economy.”

    Guild secretary-general Kulmeet Makkar said: “We believe that price controls should only be considered when the market lacks competition which harms consumers or where there is clear systemic market failure. It would be advantageous to abolish any restrictions on price and thereby encourage FDI investments in India– as is the case in countries such as Australia, Hong Kong, Indonesia, Japan, Malaysia, Philippines, Singapore, and South Korea, where the retail and wholesale rates are not subject to restrictions. A more economically efficient model would be to allow the market to determine prices while encouraging investment in quality content.”

    Fox Star Studios CEO Vijay Singh said, “Since the availability of content is not an issue in the context of the Indian market, restricting numbers/genres/mix tantamount to predetermination and therefore, pre-empts creativity. There can never be an exhaustive list of genres for governments to determine any mix and TRAI’s intervention will have cataclysmic effect on the creative community as a whole as TRAI effectively has price capped creativity.”

    “Under the Copyright Act 1957, a content owner has the freedom to monetize copyright works and enter into contracts to monetize content in a manner he deems fit. However the price restrictions imposed by TRAI interferes with this basic freedom. It risks stifling creativity and may force smaller companies out of the market – resulting in less choice for consumers,” according to Motion Picture Distributors Association (India) Pvt. Ltd MD Uday Singh.

    Sectoral regulations have seriously impeded the growth of the film sector. Despite active participation by global studios and broadcasters, investments in the sector have trickled down in the past few years. Indian studios and independent producers are also facing similar challenges. An open market environment can best guarantee that the film sector will not be distorted to the detriment of consumers, creators and providers, the Guild said in its reaction.

    The Guild says that the Tariff Order is likely to take effect from 1 April 2017. It says that the current draft order prescribes maximum retail price caps for pay channels, by genre, Rs 10 (USD 0.15) for movie channels (a-la-carte), excluding taxes] and further caps channels into seven genres.

  • Copyright owners call for competitive pricing over TRAI regulation

    Copyright owners call for competitive pricing over TRAI regulation

    NEW DELHI: The Film and Television Producers Guild of India has expressed its voice against any mandated tariff as far as television channels are concerned.

    In a reaction to the recent Draft Telecommunication (Broadcasting And Cable Services) (Eighth) (Addressable Systems) Tariff Order 2016 drawn up by the Telecom Regulatory Authority of India, Guild President Siddharth Roy Kapoor said: “As India continues to develop its thriving creative industry, a transparent, market-based environment free from mandated tariffs, is essential to build investor confidence and to foster the creation of quality content benefiting India’s consumers and its economy.”

    Guild secretary-general Kulmeet Makkar said: “We believe that price controls should only be considered when the market lacks competition which harms consumers or where there is clear systemic market failure. It would be advantageous to abolish any restrictions on price and thereby encourage FDI investments in India– as is the case in countries such as Australia, Hong Kong, Indonesia, Japan, Malaysia, Philippines, Singapore, and South Korea, where the retail and wholesale rates are not subject to restrictions. A more economically efficient model would be to allow the market to determine prices while encouraging investment in quality content.”

    Fox Star Studios CEO Vijay Singh said, “Since the availability of content is not an issue in the context of the Indian market, restricting numbers/genres/mix tantamount to predetermination and therefore, pre-empts creativity. There can never be an exhaustive list of genres for governments to determine any mix and TRAI’s intervention will have cataclysmic effect on the creative community as a whole as TRAI effectively has price capped creativity.”

    “Under the Copyright Act 1957, a content owner has the freedom to monetize copyright works and enter into contracts to monetize content in a manner he deems fit. However the price restrictions imposed by TRAI interferes with this basic freedom. It risks stifling creativity and may force smaller companies out of the market – resulting in less choice for consumers,” according to Motion Picture Distributors Association (India) Pvt. Ltd MD Uday Singh.

    Sectoral regulations have seriously impeded the growth of the film sector. Despite active participation by global studios and broadcasters, investments in the sector have trickled down in the past few years. Indian studios and independent producers are also facing similar challenges. An open market environment can best guarantee that the film sector will not be distorted to the detriment of consumers, creators and providers, the Guild said in its reaction.

    The Guild says that the Tariff Order is likely to take effect from 1 April 2017. It says that the current draft order prescribes maximum retail price caps for pay channels, by genre, Rs 10 (USD 0.15) for movie channels (a-la-carte), excluding taxes] and further caps channels into seven genres.

  • Indian film industry bats for simplified tax structure

    Indian film industry bats for simplified tax structure

    NEW DELHI: The Indian film industry is up in arms against the Goods and Services Tax Bill proposed by the government, as far as entertainment levies go.

     

    It has been voicing its concerns on the forthcoming GST bill as the proposed bill does not subsume all the taxes levied on the film sector.

     

    The film industry strongly feels that entertainment taxes levied by local bodies must be subsumed in the proposed GST regime. To this effect, the Film and Television Producers Guild urged the Government that all entertainment taxes, whether levied by the States or local bodies, be subsumed in the GST.

     

    The Government can implement this proposal by making amendment to the Constitution (122nd Amendment) Bill 2014 by deleting entry 62 to the List II (State List) to the Seventh Schedule to the Constitution of India.

     

    In a statement, the Guild said that the Constitution (100th Amendment) Bill 2014 passed earlier this month by the Lok Sabha gives effect to change in taxing powers of the State and Central Governments and making suitable changes to introduce Goods and Services Tax in India. The Bill has now gone to the RajyaSabha.

     

    The Bill seeks to subsume almost all indirect taxes charged by Central and State Governments.

     

    However, the Guild noted that most of the taxes would be subsumed in GST with one notable exception of the entertainment tax levied and collected by local bodies. The Bill allows the entertainment tax to be levied and collected by local bodies (that is, panchayats and municipalities). The tax would be over and above the State and Centre GST on entertainment.

     

    The local body entry tax (such as Octroi) estimated at Rs 14,000 crore per annum for Maharashtra alone, has been fully subsumed in GST. However, local body entertainment tax estimated at Rs 25 -Rs 30 crore across India is kept out of GST allowing such local bodies to charge an incremental entertainment tax over and above GST.

     

    The Bill has deleted exclusive power of the Central government to tax all services and manufacture of goods (except for excise duty on tobacco products, petroleum and alcohol for human consumption). Similarly, exclusive power to tax on sale and purchase of goods, all types of entry of goods, luxury, betting and gambling and entertainment tax (unless levied and collected by local bodies) except for tax on purchase and sale of alcohol for human consumption has been taken away.

     

    Film and Television Producers Guildpresident Mukesh Bhatt said, “Internationally, films are considered as arts and cultural ambassadors and offered many incentives and financial support governments around the world. Indian films have contributed significantly in uniting the nation and taken Indian culture to international audience. Films should be treated at par with other services and not be singled out for the additional entertainment tax. In fact, the Government implies to treat entertainment at par with sin goods such as alcohol and tobacco, which are also kept out of GST.”

     

    An Ernst and Young report titled “Subsume entertainment tax in GST” states that supplementary levies in addition to GST are warranted only for products that are harmful to health such as tobacco and alcohol or those that are detrimental for the environment (petroleum). There are no negative externalities associated with entertainment. It must be considered at par with other goods and services and should be given a fair tax treatment.

     

    Producer and Excel Entertainment co-founder Ritesh Sidhwani added, “Besides, levy of this tax at the local body level will neither be simple nor yield much revenue. India has a total of 640 districts, even if a small percentage of the local bodies seek to impose the tax, compliance and enforcement will be a nightmare.”

     

    The EY report states that for local governments, the most suitable tax base is considered to be real property, which is immobile and can readily be identified within the boundaries of a given jurisdiction. Entertainment, being mobile and available in diverse forms, is not a suitable base for municipal/local taxation. The situs of entertainment is important for municipal/local bodies that collect tax if the source of entertainment is within the boundaries of their jurisdiction. With the advent of modern technology, movies and films can be watched not just in cinema halls or through cable or DTH connections, but also on computers, laptops and media players.

     

    Entertainment signals could be beamed from a satellite and receivedanywhere within the footprint of the signals, which could be the whole of the country or the continent.

     

    At any given time, it would be difficult to determine whether the film is being watched within the limits of the municipal or local body.

     

    Dharma Productions’ Karan Johar said, “It will be almost impossible for the film producers to estimate the tax revenues with any precision. This appears to be against the government policy of facilitating ‘ease of doing business and ‘tax certainty’ in India.”

     

    It is believed that even though the tax would be charged and collected from the theaters, film producers are impacted by it since the producers generally enter into revenue sharing arrangements with the theaters, which are based on revenues net of any taxes applied on the admissions. They would need to know the taxes applied by each of the local bodies to determine their share in the revenue pool.

     

    Film and Television Producers Guild CEO Kulmeet Makkar added, “The Film Guild has on numerous occasions reached out to the Central Government, Empowered committee of State Finance Minister, Parliamentary Standing Committee. However, this has not been addressed in the bill.”

  • Budget: Film industry reacts positively

    Budget: Film industry reacts positively

    NEW DELHI/MUMBAI: The film industry has reacted positively to the Budget for 2012-13, describing it as a special gift in 2012 that marks the beginning of the centenary year of Indian cinema.

    The exemption of the film industry from service tax on copyrights relating to recording of cinematographic films is a welcome step that would go on to support the industry that has seen many ups and downs in recent years.

    Said Reliance Entertainment CEO Sanjeev Lamba, “With no service tax now on transfer of copyrights, and entertainment becoming a part of the negative list, this is a huge positive for the industry. There will however be a negative impact due to the general increase in service tax, excise and custom duties. The determination of bringing GST from 12 August sounds quite optimistic. It will bring radical and positive changes in the taxation.”

    The Film Federation of India and film exhibitors have welcomed the announcement in the Budget taking “admission to entertainment or access to amusement services” out of the domain of service tax.

    FFI President Vinod Lamba welcomed the exemption of the film industry from service tax on copyrights relating to recording of cinematographic films.

    Producer Mukesh Bhatt is delighted with the government’s decision to exempt the film industry from service tax. He said, “There couldn’t be such a gift to the film industry that is celebrating its 100th year. With the removal of service tax on copyrights relating to recording of cinematographic films, the Finance Minister has saved us from the repercussion we had to go through passing the service tax burden from the producer to the distributor to the exhibitor. The economics of our business will definitely change.”

    Reacting to the concessions, Bharatiya Janata Party member and prominent film personality Shatrughan Sinha told indiantelevision.com that these concessions had been long overdue and the government had been turning a deaf ear to them until the industry began putting pressure.

    Film and Television Producers Guild CEO Kulmeet Makkar said in a telephonic interview that this was perhaps the first time that the Government had shown that the film industry mattered to it. He said that taking cinema out of the service tax net was a very positive development.

    He said it was also very heartening that incentives had been given to venture capitalists, and this would bring in more people to stake money on good cinema.

    It may be recalled that the Indian film industry had represented that colour, unexposed jumbo rolls of cinematographic film are not manufactured domestically and have to be imported. Heeding to their demands, Finance Minister Pranab Mukherjee proposed to exempt jumbo rolls of 400 feet and 1,000 feet from CVD (countervailing duty) by providing full exemption from excise duty.

    However, the raising of the service tax has grieved a few. Cinemax CEO Sunil Punjabi said, “The impact of service tax moving from 10 to 12 per cent will adversely impact profitability but the positive angle is the implementation of goods and services tax (GST) from this year. That will have a positive impact.”

  • ‘We will disrupt the market with our content, distribution and marketing strategies’ : Kulmeet Makkar- Big Music & Home Entertainment CEO

    ‘We will disrupt the market with our content, distribution and marketing strategies’ : Kulmeet Makkar- Big Music & Home Entertainment CEO

     Anil Ambani is pushing hard the home video business to complete his presence in movie production, exhibition and broadcasting business.

     

    Big Music and Home Entertainment is targeting a revenue of Rs 1 billion by the end of this fiscal. The company has signed up four big Hollywood studios – Warner Bros, Universal, Paramount and DreamWorks SKG – for home video distribution, controlling 60 per cent of Hollywood content. The content strategy is also to grab rights for big ticket Bollywood movies.

     

    In an interview with Gaurav Laghate, Big Music and Home Entertainment CEO talks about the company’s growth plans.

     

    Excerpts:

    Why is the home video market still to explode despite the entry of several players?
    The home video market, which is a huge revenue spinner in developed markets, is yet to take off in India. In the US, this segment contributes to 55 per cent of the total filmed entertainment revenues.

     

    In India, this figure is not even six to seven per cent. Due to several reasons including piracy, home video is a very small segment. India is purely a theatrical dominated movie market.

    How does India shift to a strong home video market?
    There are several issues which need to be addressed in a country where the pirated market is as high as 85 per cent. The distribution system is also largely music-driven – the music companies are also home video companies. We need to change this as the profile of the home video audience is different from the audio music buyers.

     

    The hardware penetration of VCDs and DVDs is still not good. Home video companies also need to spend more money on marketing and distribution. This is beginning to happen and we will grow exponentially in the next few years. There are estimates that the Rs 8.3 billion market will grow to a size of Rs 15 billion by 2011-12.

     

    There is also a much disorganised movie rental market which is again driven by a high level of piracy. Only recently large operators like Bigflix, Seventymm and Nimbus have come up. This is good news for the sector as we will have more organised players in the rental business.

    Isn’t Bollywood still dominating the home video business?
    Bollywood and regional home video content garner around Rs 7 billion. The biggest player in the domestic market is Moser Baer, followed by Shemaroo and TSeries. In the Hollywood movie front, which fetches Rs 1.3 billion, we have rights to 60 per cent of the content.

    Will the home video market benefit from increased competition?
    The market will expand as more organised players step in. The focus will be on better distribution, marketing and packaging.

     

    So far, the video market has not been handled in an organised way. There was a 16-18 week window between the theatrical and home video release of a movie. Obviously, that window is shrinking now and consumers are getting to watch films through the home video chain much earlier.

     

    There is also better and more filmed content coming in as movie production companies are scaling up. The content availability on home video will, thus, be more.

    With prices dropping to the bottom of the pit, are businesses becoming unviable?
    Every company has its own business model. For Moser Baer, it makes sense to compete at low prices because they have a DVD manufacturing plant.

     

    Reliance also believes in mass distribution at a good and affordable price. Our strategy is to have various segments of content. We believe in premium content.

     

    For Hollywood content distribution in India, we have partnered with four studios – Warner Bros, Paramount, DreamWorks SKG and Universal. We have acquired rights of Ironman, Hulk, Babe, Indiana Jones, Kung Fu Panda, The Dark Knight, Sex and the City, Mama Mia, among others. We are launching these films by January.

     

    We believe in creating or acquiring content which is premium, then localising it, and selling it at an affordable price. Indiana Jones in English, for example, will be sold with great packaging, value-added content and at a price which the target audience will not mind to pay.

     

    We will release the dubbed version in different languages – Hindi, Tamil, Telugu and Malayalam. The pricing will be around one-third of the English version content.

    We want to disrupt the market with our content, distribution and aggressive marketing. We will be promoting home video content as if we are marketing the film. We will not just be playing the pricing game. Pricing doesn’t drive the business, quality does.

    We are looking at a turnover of Rs 1 billion by the end of this fiscal. About Rs 700 million will come from the home video segment

    Will you have a differential pricing model?
    Yes, this is a global practice. During launch, you will have a certain price; you will bring this down three weeks down the line. Welcome was initially priced at Rs 149 per DVD, and later we brought it down to Rs 49.

    What kind of promotions are you planning?
    It will be related to the size of the product. Today in home video, there is hardly any promotional spend. We are going to market this through TV, print, internet, out-of-home, on-ground and FM radio. We are taking a 360-degree approach.

    You have signed licensing deals with four major studios which were with Saregama. You also were a part of Saregama at that time…
    Reliance is a huge brand in India and outside. It is because of this that we got to ink these deals. We will also be pitching for Fox and Disney once their contract gets over with Excel.

    Do you have given a minimum guarantee (MG) or revenue share arrangement with the studios?
    We have given a MG to the studios. A certain part of it is also on an agreed revenue share proportion.

    How much will the home video segment contribute to Big Music and Home Entertainment?
    We are looking at a turnover of Rs 1 billion by the end of this fiscal. About Rs 700 million will come from home video, while music labels will contribute Rs 300 million. As ours is more of a new content company, 50 per cent of our music sales will be in digital (mainly mobile) form.

     

    We have Big Music, Big Home Video, Big Talent, and Big Music Publishing under the same company.

     

    The business model of Big Music Publishing will be announced soon while we have already rolled out Big Talent.

    What is the size of the music industry?
    The music industry is pegged at Rs 9 billion, of which Rs 6.5 billion still comes from physical sales while Rs 2.5 billion comes from digital sales.

     

    Piracy is hurting digital sales with file sharing, iPods etc. There is also leakage as the licensing business is not yet formalised.

    What is the content strategy for the company?
    We plan to acquire 40-50 per cent of the top ten films of Bollywood every year. We have acquired Welcome, Jodhaa Akbar, Singh is Kinng and Rock On.

     

    So far as music goes, Bollywood would still be the driver content. The new model which we are working on is artist management – we work with them not just on the music, but also build them as brands. We have signed Hard Kaur not only for albums and films; she will also be with us for live performances, events, brand endorsements, appearances on TV and radio.

     

    As a group, we can drive on the synergies. We can put an artist on Big FM or on our TV channels when they roll out. We also have Reliance mobile, Zapak and Big Pictures where we can promote them.