20th February, 2014 |© Spatial Access Private Limited

Couch potato, Popcorn and Rajnikanth!!!

Regional movies dubbed in Hindi seem to be a big fad amongst Hindi movie audiences

in recent times.

There’s nothing like a lazy Sunday morning spent in front of the television, sipping on a

cup of masala chai and a large tub of popcorn watching villains being thrown 100

meters up in the air by the all mighty hero.

Thanks to this craze, Hindi movie channels have benefited immensely with airing of

dubbed blockbusters from all 4 southern states – Tamil Nadu, Karnataka, Andhra

Pradesh & Kerala while breaking the language barrier like never before.

In 2014, on an average 23% of movies aired on top Hindi movie channels like Sony

Max, Star Gold and Zee Cinema were dubbed ones. Among these channels, ruling the

roost is Max with the highest GRPs garnered through its dubbed Hindi movies.

Except for big banner movies like Yeh Jawani Hai Deewani (Dharma Productions), others

fail to get any attention owing to the craze for these movies which are also occupy the

prime time slot on weekdays and weekends.

20th February, 2014 |© Spatial Access Private Limited

In popularity charts, the 2007 Telugu historical drama-romance film ‘Magadheera’ rates

only after ‘Yeh Jawani Hai Deewani’, followed by the 2007 Telugu film ‘Chiruta’. While

Yeh Jawani Hai Deewani garnered an average TVR of 2.05, Magadheera and Chiruta

bagged 1.05 and 1.02 TVRs respectively. One should not forget that ‘Yeh Jawani Hai

Deewani’ was a 2012 Bollywood blockbuster which premiered on Sony Max in October

end, yet the south dubbed movies are so close in popularity!

Since January Magadheera has been aired 5 times on Max while Chiruta has aired 4

times already.

Another hot favorite is the Tamil bestseller

‘Shivaji – the boss’ starring the undisputed

king of Southern movies – Rajnikanth. It

aired 21 times on Star Gold in 2013 and

yet run 4 times on Star Gold in 2014

garnering between 0.6 to 0.8 prime time

TVR. With every airing, the TVR of this

movie keeps increasing….

Study based on analysis of major 4 Hindi movie channels on Target group cs4+

Even English dubbed movies lose their sheen when broadcasted alongside Southern

dubbed movies. Only 1 English movie stood among the top liners in the Hindi movie

genre – ‘Karate Kid’ which was aired 4 times in 2014 and generated a TVR between 0.4

to 0.8.

Hail the South Superhero!!

An insight by Shreyashi Dasgupta, Media Manager at Spatial Access Pvt. Ltd