Tag: Nana Patekar

  • News18 India hosts star cast of ‘Vaccine War’

    News18 India hosts star cast of ‘Vaccine War’

    Mumbai: News18 India has aired an exclusive interview with the star cast of the highly anticipated movie ‘Vaccine War’.  The panel hosted by the one of channel’s top anchors Amish Devgan included the film’s director Vivek Agnihotri, producer and actress Pallavi Joshi, and actor Nana Patekar, and was featured on Aar Paar, one of News18 India’s most popular shows.

    In a discussion about his films, Vivek Agnihotri underscored the significance of Indian cinema as a medium to convey India’s stories to its people. He stressed that movies like ‘Kashmir Files and ‘Vaccine War’ play a pivotal role in building the Indian narrative. Agnihotri acknowledged the challenging times faced by India’s healthcare system during the COVID-19 pandemic but praised the steadfast dedication of Indian doctors and scientists who, through relentless hard work, developed vaccines, ensuring the safety of the nation.

    He delved into the concept of ‘Sanatan’, emphasizing India’s uniqueness as a democracy where anyone can rise to top leadership positions, a phenomenon rarely seen elsewhere. Agnihotri also raised intriguing questions about whether a country like America would allow individuals with names like Hitler or Osama bin Laden to hold ministerial positions. He criticized Bollywood for sidelining common people in films, attributing the lack of success that some films face to this, and commended South Indian cinema for keeping the essence of the common man alive.

    The legendary actor Nana Patekar expressed his willingness to explore various film genres but stressed that quality takes precedence over quantity, especially at the age of 73. He candidly admitted that he might not have the capacity to take on numerous projects anymore, which is why he is dedicated to projects like ‘Vaccine War’. Patekar warmly recalled his collaboration with Irrfan Khan during the filming of ‘Salaam Bombay’, praising his extraordinary talent and humanity. He humorously recounted an incident when Irrfan suggested to him that he plant a Night-Blooming Jasmine, a task he couldn’t fulfil at that time but now intends to accomplish. Patekar concluded by emphasizing that an artist transcends any caste or creed; an artist is simply an artist.

    Pallavi Joshi, a seasoned actress, vehemently denied claims that her films are driven by a particular agenda. She emphasized that her films have no political agenda.

    The interview on News18 India’s ‘Aar Paar’ provided an insightful platform for these eminent personalities to share their perspectives on the film industry and their experiences with ‘Vaccine War’. The film has already garnered substantial attention, making this interview highly relevant for the viewers.

  • Tata Sky launches Maharashtra focused campaign with Nana Patekar

    Tata Sky launches Maharashtra focused campaign with Nana Patekar

    Mumbai: DTH operator and pay-TV platform Tata Sky has rolled out a new Maharashtra-focused campaign featuring actor Nana Patekar.

    The ad film conceptualised by Ogilvy India has taken a spin on the colloquial Marathi phrases ‘Ugich Kashaala.’

    “With our new Maharashtra focused campaign, we not only highlight the distinct benefits of Tata Sky but also play on one of the most popular regional catchphrases i.e., Ugich Kashaala, to communicate that instead of needlessly postponing the decision, it is time for you to get a Tata Sky connection,” said Tata Sky chief communications officer Anurag Kumar.

    The brand highlights the convenience of watching live TV on the Tata Sky mobile app long with TV instead of fighting over the TV remote control.

    “This campaign is a great demonstration of how a culturally-rooted idea can be created to solve a business problem. We got Nana Patekar as the society’s favourite ‘Anna’ for admonishing people in his trademark style for asking Ugach Kashala Tata Sky?” said Ogilvy India chief creative officer Sukesh Nayak.

  • Zee Cinema to air world TV premiere of ‘Welcome Back’ on 28 May

    Zee Cinema to air world TV premiere of ‘Welcome Back’ on 28 May

    MUMBAI: Zee Cinema, the world’s biggest theatre for Hindi movies, is all set for the World television premiere of Welcome Back on 28 May at 8 pm. The channel intends to take its viewers on a crazy, fun filled laughter riot with this premiere. The sequel to the Anees Bazmee directed blockbuster Welcome the ensemble star cast includes Anil Kapoor, Nana Patekar, John Abraham, Shruti Haasan, Paresh Rawal, Dimple Kapadia and Naseeruddin Shah. An interesting fact is that ‘Welcome Back’ is the first Bollywood Film to be shot inside the Emirates Palace in Abu Dhabi amongst other exotic locations.

    Zee Cinema, with its promise of Movies.Masti.Magic, brings to its viewers exciting contests and experiences as a part of the promotional plan for the premiere. Mumbaikars will get a chance to spot a sleek ‘Welcome Back’ limousine cruising in and around Matunga, Dadar, Bandra, Worli, Mahim and other parts of South Mumbai on 26 and 27 May. Viewers will get a once in a lifetime chance to take a ride in the plush limousine in Mumbai. Also, the contest #BhaiInMumbai will take place on 26th and 27th May and give viewers an opportunity to click a selfie with the cutouts of Uday Bhai (Nana Patekar), Majnu Bhai (Anil Kapoor) and other lead stars placed at key locations in the city. They can tag the social media handles of the channel (Facebook: @zeecinema | Twitter: @zeecinema) and the best photographs/participants will win a couple ride in the magnificent limousine on 28 May.

    Zee Cinema is setting new benchmarks in customer engagement on social media as well with innovation. The channel has launched India’s first Automated Facebook Messenger Bot that allows the audience to chat with the quirky and fun Uday Bhai (Nana Patekar) and Majnu Bhai (Anil Kapoor). The Bot uses ‘Natural Language Processing’ which understands what specific information the user is asking based on Algorithms & Machine Learning. Facebook recently launched this facility at the recent F8 developer conference and Zee Cinema is the first brand in India to adopt it for user engagement. Zee Cinema has also adopted a 360 degree marketing approach including TV, Radio, Print and Outdoor Media amongst other mediums to entertain viewers across all platforms to build the premiere on the channel.

    Shot at various extravagant locations of Dubai, the movie revolves around Uday Shetty (Nana Patekar) and Majnu (Anil Kapoor) who have quit the underworld and become ethical businessmen. It is revealed that Shankar Shetty (Uday’s father also enacted by Nana Patekar) has a second daughter Ranjana (Shruti Haasan) and her marriage is Uday’s responsibility. The twist in the story comes when Ranjana and a hot hunk – Ajay aka Ajju (John Abraham), a well-known street smart criminal falls in love. Having left the crime world, Uday and Majnu try every trick in the book to separate the young couple, but in vain. That is when they decide to take help of the most powerful don Wanted Bhai (Naseeruddin Shah).

    The various twists and turns will take the viewers on a ride filled with laughter and lots of entertainment.

  • Zee Cinema to air world TV premiere of ‘Welcome Back’ on 28 May

    Zee Cinema to air world TV premiere of ‘Welcome Back’ on 28 May

    MUMBAI: Zee Cinema, the world’s biggest theatre for Hindi movies, is all set for the World television premiere of Welcome Back on 28 May at 8 pm. The channel intends to take its viewers on a crazy, fun filled laughter riot with this premiere. The sequel to the Anees Bazmee directed blockbuster Welcome the ensemble star cast includes Anil Kapoor, Nana Patekar, John Abraham, Shruti Haasan, Paresh Rawal, Dimple Kapadia and Naseeruddin Shah. An interesting fact is that ‘Welcome Back’ is the first Bollywood Film to be shot inside the Emirates Palace in Abu Dhabi amongst other exotic locations.

    Zee Cinema, with its promise of Movies.Masti.Magic, brings to its viewers exciting contests and experiences as a part of the promotional plan for the premiere. Mumbaikars will get a chance to spot a sleek ‘Welcome Back’ limousine cruising in and around Matunga, Dadar, Bandra, Worli, Mahim and other parts of South Mumbai on 26 and 27 May. Viewers will get a once in a lifetime chance to take a ride in the plush limousine in Mumbai. Also, the contest #BhaiInMumbai will take place on 26th and 27th May and give viewers an opportunity to click a selfie with the cutouts of Uday Bhai (Nana Patekar), Majnu Bhai (Anil Kapoor) and other lead stars placed at key locations in the city. They can tag the social media handles of the channel (Facebook: @zeecinema | Twitter: @zeecinema) and the best photographs/participants will win a couple ride in the magnificent limousine on 28 May.

    Zee Cinema is setting new benchmarks in customer engagement on social media as well with innovation. The channel has launched India’s first Automated Facebook Messenger Bot that allows the audience to chat with the quirky and fun Uday Bhai (Nana Patekar) and Majnu Bhai (Anil Kapoor). The Bot uses ‘Natural Language Processing’ which understands what specific information the user is asking based on Algorithms & Machine Learning. Facebook recently launched this facility at the recent F8 developer conference and Zee Cinema is the first brand in India to adopt it for user engagement. Zee Cinema has also adopted a 360 degree marketing approach including TV, Radio, Print and Outdoor Media amongst other mediums to entertain viewers across all platforms to build the premiere on the channel.

    Shot at various extravagant locations of Dubai, the movie revolves around Uday Shetty (Nana Patekar) and Majnu (Anil Kapoor) who have quit the underworld and become ethical businessmen. It is revealed that Shankar Shetty (Uday’s father also enacted by Nana Patekar) has a second daughter Ranjana (Shruti Haasan) and her marriage is Uday’s responsibility. The twist in the story comes when Ranjana and a hot hunk – Ajay aka Ajju (John Abraham), a well-known street smart criminal falls in love. Having left the crime world, Uday and Majnu try every trick in the book to separate the young couple, but in vain. That is when they decide to take help of the most powerful don Wanted Bhai (Naseeruddin Shah).

    The various twists and turns will take the viewers on a ride filled with laughter and lots of entertainment.

  • Zee Studios’ Marathi film ‘Natsamrat’ rakes in Rs 10 crore at box office

    Zee Studios’ Marathi film ‘Natsamrat’ rakes in Rs 10 crore at box office

    MUMBAI: Marathi cinema has added another feather in its cap. The Nana Patekar starrer Natsamrat Asa Nat Hone Nahi, which is presented and distributed by Zee Studios, has raked in Rs 10 crore at the box office in its opening weekend.

     

    The Mahesh Manjrekar directed film opened to packed houses on Friday, 1 January, this New Year.

     

    The movie was released across theatres on more than 400 screens and 1600 daily shows all over the county. The film has dialogues by V. V. Shirwadkar and Kitan Yadnyopavit. It also stars Vikram Gokhale and Medha Manjrekar.

     

    Director Mahesh Manjarekar said, “Marathi cinema has become synonymous with good cinema in recent times. MakingNatsamrat was like a dream come true for me. Our team had put heart and soul to make this dream happen and today I am overwhelmed with the response Natsamrat is getting from audience and film critics.”

     

    Zee Studios CEO Nittin Keni added, “The success of Natsamrat has created history. It is important to us and the Marathi film industry. The Marathi cinema is breaking boundaries yet again. The response of Natsamrat has proved how mature that Marathi audience has become. The viewers and our team are equal shareholders in the success of the film.”

  • ErosNow user base jumps 58% in six months to cross 30 million

    ErosNow user base jumps 58% in six months to cross 30 million

    MUMBAI: Eros International’s over-the-top (OTT) service ErosNow has now crossed 30 million registered users worldwide as of 30 September, 2015, which is a jump of almost 58 per cent from the figure of 19 million six months back on 31 March, 2015.

     

    The platform’s user base has been steadily increasing over the months. As of 31 December, 2015, ErosNow’s subscribers were at 14 million and touched 23.8 million as of 30 June, 2015, a growth of 25 per cent as compared to 31 March, 2015. 

     

    At last count on 31 July 2015, ErosNow had 26.5 million users. The 30 million registered users for ErosNow represents an approximately 26 per cent increase as compared to 30 June, 2015.

     

    As was previously reported by Indiantelevision.com, the company is eyeing over 100 million registered users with its aggressive content and marketing strategies

     

    The OTT platform’s strategy is to upsell premium subscriptions to the large base. In the future, the services also plans to expand to gaming, e-commerce and other synergistic domains to monetise the large base beyond entertainment.

     

    As was previously reported by this website, ErosNow is planning to launch as many as six new original shows in the near future starring actors like Bipasha Basu, Chitrangda Singh, Radhika Apte, Anil Kapoor, Nana Patekar and Ayushmann Khurrana amongst others.

     

    The company has also introduced its pricing plans for the Indian as well as international markets, which will be rolled out in the coming months.

  • ‘Welcome Back:’ Welcome indeed

    ‘Welcome Back:’ Welcome indeed

    MUMBAI: Sequels enjoy a certain amount of brand equity. Welcome Back may have come eight years after it’s the first version, Welcome (2007), but the TV and video circuit nowadays helps the brand stay alive, especially in this case, since most of the main actors are same as in the original.

    Welcome Back has one more similarity with the original, which is that film retains the same story line as the original to the T, well almost.

    Anil Kapoor and Nana Patekar are ex-dons who have given up the world of crime to live a normal life and are running a plush property in the UAE. As Nana never fails to mention, ‘Bhagwan ka diya hua sabkuchh hai,’ a dialogue he keeps repeating ad nauseam. They face many provocations but make all the effort to control their anger and trigger happy nature. Of course, it takes great restraint on Nana’s side as every time he is provoked, his blood pressure shoots up to an extent that the pressure gauge breaks its barrier!

    One fine day, Nana’s father (Nana again in a brief dual role), married thrice already, arrives out of the blue and hands over his daughter, Shruti Hassan, from his third wife, to Nana so that he can live his last days in peace. Actually, he wants to be free to check the prospects of his fourth marriage! Nana and Anil are emotionally blackmailed into looking after her and are on the look out for a good suitor to marry her off.

    Nana and Anil may have changed tracks but their reputation still follows them and when they approach Paresh Rawal and his wife, Supriya Karnik, the only decent family they know, with the proposal of Shruti for their son, John Abraham, he has no alternative but to say yes, albeit reluctantly out of fear of these ex-dons.

    Paresh never knew he had a son because John is Supriya’s son from her first marriage which, again, Paresh did not know about. However, being childless, he agrees to take his wife’s son as his own. However, he needs to meet ‘his’ son first and the couple embark on a trip to India only to discover that John is a local dada and everybody including the cops keep out of his way. Paresh is worked up at first but delighted at the same time that he finally has an answer to Nana and Anil’s muscle power.

    Not knowing Shruti is the one he is supposed to marry once in Dubai, John and Shruti have already fallen in love with each other in Mumbai. Nana and Anil are glad to find out that John is the son of Paresh. That is till John cuts these two ex-dons to size by thrashing all their goons. Humiliated, Nana and Anil decide to make sure John never gets Shruti. That is their revenge!

    Soon, another angle opens up. There is a super don above all of them in Naseeruddin Shah, who is called Wanted bhai. It so happens that his drug addict son, Shiney Ahuja, has fallen for Shruti too and keeps painting her portraits all the time. Shah is too powerful for Nana and Anil. But, they are happy that they are getting their revenge from John. While they make sure John is kept away from Shruti, John and Paresh along with Shruti, make their own plans to outwit them as well as Shah and Shiney.

    The process leads to a huge quagmire between three sides but is peppered with funny moments and witty dialogue. In fact, there is a sequence where Nana and Anil end up playing antakshari with imaginary ghosts in a cemetery! The climax is off the routine too and visually good. As in the original the hero saves the villains from death leading to the end of all feuds.

    Welcome Back has two plus points working for it: the casting of male characters and the dialogues; female casting, though, leaves much to be desired. But, then, when you have so many men to be paid, the producers need to cut costs somewhere. The male cast is all known for talent and a flair for comedy. John can be counted out since his role needs muscle flexing, which he does as and when needed. Music is a liability despite having five composers on the credit lists but the makers have tried to make it tolerable with choreography, which includes huge crowds and costly sets. Photography is decent. Some scenes have been stretched and could have done with sharper editing.

    As for performances, Anil, Nana, John, Shah, Paresh are in their element. Shiney is okay. Dimple is cast against her image but passes muster. Shruti is fair while Ankita Shrivastav is miscast and a no go. In fact, Surveen Chawala, who does an item song, has better presence.

    Welcome Back is an entertainer, which does not disappoint and with the decent opening response that it has received, it should be an entertainer for its makers too.

    Producers: Firoze Nadiadwala

    Director: Anees Bazmi

    Cast: John Abraham, Shruti Haasan, Anil Kapoor, Naseeruddin Shah, Paresh Rawal, Nana Patekar, Dimple Kapadia,Shiney Ahuja, Ankita Srivastav, Supriya Karnik

    ‘Lakhon Hain Yahan Dilwale:’ Old-fashioned fun

    Lakhon Hain Yahan Dilwale comes from a first time filmmaker, who decided to wield the megaphone after bouncing the idea around on other directors, convincing none. The idea was to make a musical love story but with melody makers at premium in the modern film music industry, the maker, Munnawar Bhagat, takes recourse to melodious hits from days of Shankar Jaikishan, Madan Mohan, Laxmikant Pyarelal and other such wizards and weaves a story around these songs.

    Vije Bhatia has landed in Mumbai to make a profession out of his hobby of singing. Mumbai is still in its 1960 era of Raj Kapoor films or so it seems. Vije is given shelter, love and care by people while he strives for his talent to be noticed. To this end, he turns a busker. He starts singing and strumming his guitar at street corners. Inevitably, a crowd gathers and dances and claps to his renditions wherever he sings. Once he starts a song, which is actually a duet and gets stuck when the female part is to be sung. The crowds jeer him as if they had paid for his performance! But, one of his fans who comes to listen to his songs every day, Krutika Gaekwad, fills the void by singing the female version.

    No filmmakers pass by Bhatia’s spot to discover him but a small time event manager, Arun Bakshi, does notice him. He was supposed to arrange some Anupji at Mrs Narang’s (Anju Mahendroo) party that evening but Anupji takes ill or maybe his flight never landed. He is convinced these two street singers can fill the gap. Reluctant at first, Anju is convinced to give them a chance. She has a makeover artist handy who turns the shabbily dressed singers into pop stars. Vije and Krutika enthral the guests and the host with melodious numbers from films of yore.

    The pair is hit and at the same party they are signed on for a few more parties. The inevitable happens. Both are attracted to each other. However, Krutika has a past that won’t allow her this romance. She has a husband, Aditya Panscholi, a mother-in-law, Kishori Shahane, and a daughter. Her husband is usually in jail and calls himself a local ‘dada’. Now out of jail, he sees new prosperity in his house and instantly takes to beating Krutika. She is banned from not only singing but even stepping out of the house. He is brutal, to say the least.

    While the first half is like a special episode of Chhayageet (once an immensely popular Doordarshan programme), the second half takes a detour to tell a story. The film takes a mushy turn for a while as melodies take a backseat till the climax.

    The film’s story is rather old-fashioned and what makes its only USP as a stream of old melodies. The script is contrived and the direction is amateurish. Cinematography is good. Dialogue is routine. Production values and props are patchy.

    Good performances come from Krutika and Kishori Shahane. Aditya is too loud. Arun and Anju are okay.

    Lakhon Hain Yahan Dilwale is fun to watch thanks to its old songs, that is if people bother going to the cinema to check it out.

    Producer: Munnawar Bhagat

    Director: Munnawar Bhagat

    Cast: Aditya Pancholi, Vije Bhatia, Krutika Gaekwad, Kishori Shahane, Arun Bakshi, Anju Mahendroo

  • Russian film gets top award at the 45th IFFI

    Russian film gets top award at the 45th IFFI

    NEW DELHI: The Russian film, Leviathan, directed by Andrey Zvyagintsev has been awarded the Golden Peacock at the 45th International Film Festival of India (IFFI). More than 13,500 delegates and viewers turned up in Panaji for the 11-day event.

     

    Producers Alexander Rodnyansky and Sergey Melkumov Aksi received the awards at the ceremony by Goa Governor Mridula Sinha and veteran actress Waheeda Rehman at a glittering closing ceremony. 

     

    The festival which commenced on 20 November 2014 had 310 films from 79 countries including about 130 films from overseas. The dignitaries and the luminaries who were present included Nana Patekar, Jackie Shroff , Ravi Kishan and Jayaram among others. 

     

    The lifetime achievement award was given to the internationally acclaimed and cosmopolitan Chinese filmmaker Wong Kar-Wai. At 56, he is the youngest filmmaker to get the lifetime achievement award at IFFI. He said that he was very much moved as well as honoured by the award. He appreciated the hospitality extended to him and the support to Chinese Cinema at IFFI. 

     

    Speaking on the occasion, minister of state for Information and Broadcasting, Rajyavardhan Rathore commented that the focus of the film festival was on China, which showed that films connect hearts across nations and cultures. He added that the ministry was committed in facilitating the growth of the Indian film industry through policies that established the positioning of India as a ‘soft power’ and as a film destination. The policy of facilitating and co-production in film markets would be pursued proactively. He further added that the government was committed in taking forward the initiative of the national film heritage mission and the museum of Indian cinema.

     

    Rathore explained that IFFI was an endeavour to understand the various social and cultural ethos through the eyes of cinema. The festival of films went beyond language, boundaries and connected people with one another. The entire film architecture involving different aspects connected the audience with one another. IFFI 2014 as a platform had succeeded in achieving this objective.

     

    Rathore appreciated the effort by the social-media team of his ministry which created a special programme entitled ’Talkathon’ which served as a platform for interaction between the audience and film personalities on social media at IFFI . This was the first of its kind initiative undertaken by the new media wing of the Ministry. It drew huge response from Netizens as they posted their queries/views to the celebrity guests on a real time basis. He said: “This innovation succeeded in connecting the film lovers from all over the world with the international festival by converging social media tools on one platform i.e. Twitter, Facebook and YouTube”.

     

    Earlier, Goa chief minister Laxmikant Parsekar announced that efforts would be made to enhance infrastructure in Goa as the number of the delegates at IFFI is growing phenomenally. Artistes from the North-East, which had a special place in the festival with a section on women-centric films, gave scintillating performances encapsulating various dance forms from the region. 

  • Zee TV Europe’s LIVE show Zee Companion climbing the success ladder

    Zee TV Europe’s LIVE show Zee Companion climbing the success ladder

    MUMBAI: Zee Companion, the only South Asian TV show that brings its viewers exclusive local content shot at Zee London Studio, LIVE for the first time in the UK is climbing the success ladder on all fronts. Nearing its 200th episode on December 11, the show has grown to be really popular and a favourite amongst South Asians. This is clearly seen by the increasing number of phone calls and emails the show has been getting over the last few months. So much so that the phone lines have got jammed a few times. An episode on Zee Companion gets around 100+ calls, and frequently the calls have gone up to 400+. The number of calls received grew by an overwhelming 90% in October, and the November number looks even more promising!

     

    Zee Companion, which helps people find solutions to problems faced on a daily basis, has brought popular and celebrated personalities from various fields on the show to discuss these issues. Each day a new topic is taken up and the guests who are well-versed in that day’s topic answer the people’s queries with sound facts and authority. Zee Companion has provided people with a link to experts they felt unable to connect with before. Some prominent guests who have appeared and interacted Live with viewers include Jay Sean, Nana Patekar, Paresh Rawal, Kumar Sanu, Shabana Azmi, Jimmy Shergill, Sukhwinder Singh, Kabir Bedi, Nina Manuel, Madhoo, Preeya Kalidas, Pritam Chakraborty, Satinder Sartaj, Anandji (Kalyanji-Anandji fame), Celebrity Chef Cyrus Todiwala, Centenarian Marathon Runner Fauja Singh and many more. Esteemed Business tycoons Hussein Lalani, Shahnaz Husain, Lord G K Noon, Rami Ranger have interacted with viewers and given expert advice. The show covers a variety of topics in the fields of health, law, finance, wellness, business, education and entertainment.

     

    Another feather in its cap is the number of testimonials that viewers constantly send in. A viewer, Mr. Dinesh said, “I regularly watch your show and it is really very informative. I am glad that you have come up with such a brilliant programme. It is one reason why I subscribe to Zee TV”. Another viewer, Mr. P Singh said, “Just watching the show now and although it’s not a glamorous subject, the host has made it so informative and entertaining. You can count me in as a lifetime viewer”. Being able to speak with Kumar Sanu on Zee Companion, a fan on Twitter recently tweeted “Thank you sooo much #ZeeTv for the opportunity of a lifetime to speak to the #King Of #Melody.”

     

    Owing to its immense and growing popularity, Zee Companion has now taken toll free telephone numbers for viewers in Belgium, France, Germany, Holland and Italy. 

     

    A space to look out for on the Zee Companion website is the blog page where the hosts post their personalised diaries for each topic including advice and experiences. This section on the website has gained immense popularity and has been getting a high number of visits each month. Zee Companion’s digital presence across multiple portals helps it reach out to a more diverse audience and also connect to the youth of the society. And there is greater excitement coming up, as Zee is preparing to launch the Zee Companion app soon.

     

    Zee Companion has set a benchmark with this show and every episode is only going to get better from here on.

  • Interactive programming, the new trend

    Interactive programming, the new trend

    MUMBAI: Ever imagined talking to Aamir Khan while watching his film? Thanks to the broadcasters who have now started taking the digital approach seriously, the dream is turning into a reality for many.

     

    For the country which eats, sleeps and breathes movies, it will be unwise of movie channels to not create a connection between the two. Multi-screening is a reality today and media planners believe that if one needs to survive in today’s digital age then a broadcaster needs to be available on all the platforms.

     

    Taking a cue from changing consumption patterns, the increasing number of middle-income households and the propensity of consumers to spend on leisure and entertainment, channels today are pursuing two important facets – innovation and interaction.

     

    A case in point is &Pictures, from the Zeel stable, which for Aamir Khan’s first unreleased movie, Chale Chalo, invited fans of the movie and the actor together and gave them the opportunity to watch the movie along with Khan himself.

     

    Chale Chalo, a documentary film, based on the making of Khan’s Oscar nominated movie Lagaan, became a talking-point even before it was aired on the channel. The buzz created on the social media and the chance to speak to the actor during live dial-ins achieved an unbelievable ratings. “No one expected a documentary film to garner more viewership than the original film,” says pleased Zeel executive vice president – marketing, national channels Akash Chawla.

     

    “Until a few year ago, only News channels had an option of live dial-ins, but since second screen is becoming an important part of viewing today and is becoming a reality in India as well, we had to go beyond the usual,” he adds.

     

    The concept of bringing high-level of interactivity was later also used by Sony Entertainment Television for the premiere of Dhoom 3. The channel wanted to interact with its younger audience and hence, invited kids for a live call-in to the Dhoom star, Aamir Khan.

     

    In an earlier interview to indiantelevision.com, Sony Max senior VP and business head Neeraj Vyas had said that the use of digital space has became a kind of a case study for them. “Even post the IPL, we have some very aggressive plans. We were the first ones to have live tweets during the telecast of Jab Tak Hai Jaan. We got close to 2,500 responses. We also had Twitter contests called #TalaashHunt for Talaash. Through the contest we added around 11,545 followers from 11 to 14 July, 2013, the day the movie was telecast,” he had said then.

     

    Recently, Sony Max showcased a special programme Pancham – Mujhey Chaltey Jaana Hai that showcased never-seen-before nuggets about Rahul Dev Burman aka Pancham Da.

     

    The channels know that viewers today want more than just plain-vanilla movie watching experience. &Pictures created a crowd-sourced Online Milo Sajna during its launch a year ago, where viewers wrote a script and the channel shot the best one and showcased it online. It added another feather in its cap with a blogger activity in a train for the movie Chennai Express.

     

    However, the new trend isn’t as simple as one might think of. Depending on projects, teams (research and digital) sit together to ideate and come up with tactical measures to woo viewers. Channels are even earmarking a certain amount ranging from 10 to 20 per cent of the total marketing budget on these projects.

     

    “Anything innovative always catches advertisers fancy,” says Zee’s chief sales officer Ashish Sehgal while adding that the brands too want to interact with viewers and hence, are eager to advertise on such innovations.

     

    As per sources, a normal film would charge as less as Rs 6,000 for every 10 second ad slot; however, the innovations especially for a blockbuster film can charge up to Rs 2 lakh. “Chale Chalo sold 10 second ad spots for a lakh. And the interactions helped the channel earn almost Rs 2 crore from it which would have never happened especially for a documentary,” says a planner.

     

    The innovations are moving regional as well. Zee Marathi premiered Fandry with a difference. The campaign was woven around the concept Jaaniv Zhali, Badal Havaa that aimed at bringing about change in society and making a difference in the lives of children. The channel tied up with 10 NGOs that work in the area of child development and protection and raised funds for these NGOs through the movie and also got the likes of Nana Patekar, Sonali Kulkarni, Urmila Matondkar to promote it.

     

    Media observers believe that though it is a good trend and getting the movie channels what they want, but with time the innovations might overlap and hence, each channel will have to differentiate itself from the other. “A lot will depend on how they keep the mark up and come up with innovations that will attract viewers and not come up with an interactive programming just because it is a fad,” opines a media planner.