Mumbai, Mar 4 () : Ajay Devgn’s forthcoming films till 2017 will be telecast only on Star India. A Rs 400 crore deal between the actor and the TV channel Star India was inked to get exclusive satellite rights for all his upcoming releases.
Star India had inked a similar deal with Salman Khan last month. After Salman Khan, the only actor in Bollywood to have four hits that collected more than Rs 100 crore is Ajay Devgn. He termed this as bringing more value (money) for his films than his producers.
Ajay Devgn was happy that deals were increasingly open and lot easier to deal directly. He was in Bhopal, where he was shooting for Prakash Jha’s Satyagraha. By this deal a part of the money would be retained by him while the rest would go to the producer for the production. This share of Ajay Devgn would be a mutual decision between the producer and actor.
35% revenue of Hindi films comes from satellite rights. Star has already a library of Ajay Devgn’s films totalling 18. Hits like Gangajal, Zameen,Golmaal and Singham are part of it.
In March, UTV-Disney will release Sajid Khan’s Himmatwala followed by Prakash Jha’s film, a Prabhu Deva directed film and sequel to Singham produced by Reliance.
Star India has taken this decision after a study showed that an average Indian spends 20-30 % of his/ her time in front of the TV and those too are watching movies. With a 20-30 crore TV viewers base that is tenfold than the theatre goers, agencies have noted that ratings shoot up for movie time.
Usually advertisement agencies term a film a success on TV if it scores 2.5 TRP and Ajay Devgn’s films on Star Gold scored 6.2 TRP. Star has one general entertainment channel and two movie channels apart from news channel and stakes in regional ones like Star Vijay in Tamil.