Hindi cinema, channels lose market share to regional cinema, especially to those from the South
Hindi cinema, channels lose market share to regional cinema, especially to those from the South
Hindi cinema has lost its market share to other languages in terms of total films certified, according to the FICCI-KPMG Report 2010 released at FICCI FRAMES 2010 in Mumbai yesterday, by Maharashtra CM Ashok Chavan.
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"Over the last few years, the share of Hindi films to the overall films certified has declined. South Indian language films continue to be the largest contributors in terms of the number of films certified," the FICCI-FRAMES 2010 report said. Tapping of regional markets is growing in importance in the India strategy of international film studios, which are releasing prints and doing dubbed language screenings in these markets, the report mentioned. According to trade analyst Vikas Mohan, this trend is not just due to South Indian movies, but also Hollywood movies dubbed into Hindi, Tamil and Telugu.
"A total of 700 prints of the Hollywood hit Avatar, dubbed in Hindi, Tamil, Telugu and Malayalam were released.
This has happened at the cost of Hindi movies," he explained. The report also mentioned that advertising spends on regional TV channels is increasing and national broadcasters are looking at adding regional channels to their portfolios.
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The share of local advertisers on radio and print is increasing. UTV, Reliance, and PNC are taking interest in the regional cinema, in order to diversify.
Non-Hindi language general entertainment channels (GECs) have captured 50 per cent of the TV viewership, according to a TAM TV Trends 2009 report, quoted in the report.
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