SankrantiKi Vastunam' Breaks Trend: TV Premiere Before OTT

For those who grew up in the 1980s, the wait for the weekly Chitralahari program or the monthly Telugu film screening on Doordarshan was a cherished memory. Even if a television set was not available at home, watching movies on a neighbor’s black-and-white TV was a special experience. Over time, with the advent of color televisions, satellite entertainment channels, and local cable networks, entertainment options expanded significantly.

In recent years, satellite channels have competed fiercely to acquire broadcasting rights for newly released films, often airing them within three to six months of their theatrical debut. However, the rise of OTT platforms, especially during the COVID-19 pandemic, has shifted audience preferences. 

With some films opting for direct OTT releases during the pandemic, and new movies arriving on streaming platforms within weeks of their theatrical release, traditional television broadcasts have taken a backseat. The widespread availability of the internet has further reinforced OTT consumption, diminishing the anticipation for satellite television premieres. Consequently, the demand and pricing for satellite rights have significantly declined.

However, in a surprising move that rekindles nostalgia, SankrantiKi Vastunam, a recent blockbuster, will premiere first on Zee Telugu before becoming available on OTT. Zee Telugu has secured the satellite, digital, and OTT rights for the film. Initially, audiences expected the movie to stream directly on the Zee5 OTT platform, but Zee Telugu announced via social media that it would air the film on television first, before its OTT release.

On Monday, Zee Telugu shared an intriguing update on its social media handle, stating, “Get ready to relive the Sankranti vibe,” accompanied by the hashtag emphasizing television over OTT. This unexpected decision has delighted audiences, reminding them of an era when television premieres were a major event.

Industry sources suggest that this move is part of Zee Telugu’s strategic marketing approach. By premiering SankrantiKi Vastunam first on television, the channel aims to boost TRP ratings, as family entertainers tend to perform well in satellite broadcasts. Regardless of the strategy, Zee Telugu’s unexpected twist has left viewers nostalgic and excited for the film’s television premiere.