There is a saying in the corporate world: ‘When you can’t beat them, join them.’
In Tollywood, there is a good viewership and readership for audio events of big films. Naturally, the electronic and print media used to vie with one another for the exclusive rights of these events.
This resulted in one channel benefitting at the expense of the other apart from inflating the programme costs to the benefit of the producers. Even the print media which was named as media partner was forced to offer a lower tariff rate for the advertisements.
This trend has now changed with media houses coming together to cover such events. More than one channel and newspaper is now covering ‘live’ these audio events etc resulting in a win-win kind of situation for all.
While the producers benefit in the form of a greater reach, the channels benefit through splitting of revenues. Thus, the trend of multiple ‘Media partners’ is now in vogue.
