MUMBAI: It seems to be films all the way - ever since the Hindi film shown on Friday, 2 May 2003 topped the Top 100 list in all homes in the recently released TAM ratings.
Since the last two weeks, DD Metro has been showing Bollywood feature films such as Aashiq (Bobby Deol, Rani Mukerjee), Dil Kya Kare (Ajay Devgan, Kajol and Mahima). The forthcoming release on 18 May is the Sunny Deol-Raveena Tandon film Ziddi. Nimbus is marketing airtime in the Saturday and Sunday afternoon slots which also air Hindi movies.
Reasonable Advertising has bagged the mandate to market air time in the Sunday 8-11 pm prime time on DD Metro. Reasonable Advertising vice president SA Khan says: "We are aggressively promoting and building this prime time slot. We have bagged advertisers such as Balsara, Heinz, Tata group amongst others. The film is getting a good response."
The total airtime available during this prime time slot is 1200 seconds.
The film on DD Metro will have to compete with clashing DD1 programmes such as Kranti (in the 9:30-10:30 pm slot). Meanwhile, as far as the C&S homes are concerned, Star Plus aired Jurassic Park in the 7-9:30 pm slot and it got a better response than Devdas aired on MAX. Zee airs serials in the same time band.
Seems like movies rule the roost in the Sunday prime time slot and one hopes that DD Metro's strategy of pitting movies against other movies succeeds.