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Entertainment – Ajab Prem… breaks 5-year ratings record on TV

MUMBAI: A major bump up in ratings from movies is rare in these days of fragmented television. But the TV premiere of Ajab Prem Ki Gajab Kahani broke the rules and touched a new high since 2005.

The Ranbir Kapoor-Katrina Kaif romantic comedy fetched Colors a whopping TVR of 7.5, ahead of a list of blockbusters that include Ghajini, Krish, Tare Zaamen Par, Dhoom and Singh Is Kinng.

Placing the movie on television close to its theatrical release seems to have worked on a channel that is ahead of the pack. Colors paid Rs 55 million to get the first airing on 27 December, narrowing the window for a movie that hit the theatres on 6 November.

“We are quite happy with the ratings of Ajab Prem… as it has touched an all time high for any movie premiere in the last five years,” Colors CEO Rajesh Kamat tells Indiantelevision.com.

The closest to come anywhere near Ajab Prem… was the premiere of Dhoom on Sony Entertainment in May 2005, which clocked a TVR of 7.1 (See graph).

Click here to zoom

Colors has almost recovered its investments from its first run, says a source who closely tracks movies. Colors has 24 airings of Ajab Prem…left, as per the deal with Tips.

“The success of Ajab Prem…on television can pave the way for other broadcasters to bet big monies for premiering movies on their channels quite close to their theatrical release. The trick in this game is to pick up the right movie,” says a media analyst

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January 7, 2010 - Posted by | Uncategorized |

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