Despite featuring stars like Prabhas, Kamal Haasan, Amitabh Bachchan, and Deepika Padukone, and grossing ₹1,000 crore worldwide, Kalki 2898 AD is struggling to sell its satellite rights.
This has shocked many industry observers, especially given the film’s impressive box office performance and intense competition for its OTT rights.
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The decline in the satellite market is largely due to the rise of streaming services. Many viewers now prefer platforms like Netflix and Amazon Prime Video, which offer ad-free viewing.
This shift makes them less likely to watch films on television, where ads are common. As a result, satellite companies are hesitant to pay the high prices for Kalki 2898 AD, leaving producers searching for buyers willing to meet their demands.
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Fans of Prabhas are feeling embarrassed about the situation, while supporters of other actors have seized the chance to troll him. It would be wise for Kalki’s producers to quickly decide on selling the satellite rights.
Executives in the broadcast industry report that even successful films struggle to attract viewers when they premiere on TV, leading to lower advertising rates.
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Producers often seek ₹10-15 crore for satellite rights, but channels find it hard to earn back even 30-40% of that through ads. Prabhas’ biggest films like Salaar also struggled on TV to gain respectable TRPs.
The growth of streaming platforms has pushed television into a less desirable position for content consumption.
In the past, satellite rights were a major revenue source for filmmakers.
However, declining TV ratings have led to a 30-40% drop in satellite rights prices in recent years. Networks like Star and Zee now prefer to release films on OTT first, further reducing the value of satellite rights.
Industry experts acknowledge that selling satellite rights has become tougher due to the shift toward digital viewership. The advertising revenue that influences pricing has also been affected.
Broadcasters are reluctant to invest in movie premieres, favoring reality shows and formats that provide better advertising returns.
Overall, market sentiment is low, with advertisers facing tight budgets. This disconnect between advertising rates and producers’ expectations for satellite rights creates a challenging environment for both producers and broadcasters.
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