Prabhas’ ‘Radhe Shyam’ will air on TV on April 24

NEW DELHI: Prabhas’ latest romantic film Radhe Shyam will premiere its Hindi version on Zee Cinema on April 24. The film starring Pooja Hegde also has Tamil and Telugu versions. It was released in cinemas in March and made Rs 19.20 crore in North India. The Radha Krishna Kumar-directed film, produced by UV Creations and T-Series, and shot simultaneously in Telugu and Hindi, will stream on Amazon Prime Video from April 1. He had come up against the political drama The Kashmir Files At the box office.

Granted, mainstream movies have been handling impressive satellite premieres lately as people work and study from home. Last May, Varun Dhawan-starring Coolie #1, which was heavily panned by viewers and critics after its launch on Amazon Prime Video, had garnered more than a crore in impressions on Zee Cinema, according to shopping website Box Office India. Impressions refer to the number of individuals out of thousands of a target audience who viewed an event, averaged over several minutes.

Tamil film by actor Vijay Master, which rang the cash registers when it hit theaters last January, also had an impressive satellite TV premiere for its Hindi-dubbed version with 6.7 million AMAs (average minute viewership), according to estimates by television monitoring agency BARC. The film aired on Zee Cinema the last week of May.

AMA is defined as the number of individuals in a target audience who viewed an “event”, averaged over several minutes.

Movie channels accounted for 24% of TV viewership and were the most-watched genre after general entertainment in 2020, according to a recent Ficci EY report. Amid pandemic-induced mobility restrictions, with people mostly at home, viewers haven’t had a chance to catch these movies in theaters, broadcast industry executives said.

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