Before COVID-19 reshaped the industry, producers primarily relied on revenue from satellite channels.
These channels paid substantial amounts for film rights and, in turn, generated significant ad revenue from big movie premieres. However, after the pandemic, audiences developed a strong preference for OTT content.
Streaming platforms like Netflix, Amazon Prime Video, Hotstar, and ZEE5 have become household staples, with viewers showing more interest in OTT premieres than traditional TV broadcasts.
As a result, most new films now debut on streaming platforms within a month of their theatrical release, while satellite premieres take place only afterward.
However, Sankranthiki Vasthunam, starring Venkatesh and emerging as a major blockbuster, is taking a unique approach.
The film will premiere on the Zee Telugu TV channel before becoming available on any streaming platform, aiming to capitalize on television audiences.
ZEE TV will telecast the film later this month, while the ZEE5 streaming service is set to premiere it on March 1st.
