MUMBAI: UTV Motion Picture’s Oye Lucky! Lucky Oye! will be the first Indian film to be telecast on two DTH platforms – Dish TV and Tata Sky within less than a month of being released theatrically. This deal has been finalized keeping in mind maximization of revenue using short windows.
Both Dish TV and Tata sky would be releasing UTV’s Oye Lucky! Lucky Oye!on 18 December. The movie will be priced at Rs 100 to end consumers across all platforms and would be available to viewers on a pay per view basis for download for 24 hours. UTV is also in talks with other DTH players to replicate the same model on their platforms.
UTV Motion Pictures vice president international distribution and syndication Amrita Pandey said, "Oye lucky, Lucky Oye is an outstanding film which has been acclaimed both by critics and viewers. We are proud to announce that this is the first Indian Movie to hit DTH in just over three weeks. Normally movies have been going to DTH platforms only after six – eight weeks and sometimes after the first satellite telecast of the movie. We at UTV like to take a path breaking approach to reducing exploitation windows and are looking forward to see how audiences consume a new and recent release like Oye Lucky! Lucky Oye! on leading DTH platforms like Dish TV and Tata Sky. This could form a growing revenue stream for all movies going forward."
Dishtv COO Salil Kapoor added, "The premier of Oye Lucky! Lucky Oye! on Dishtv will enable our 4.6 million subscribers to enjoy the latest and best of movies in the comfort of their home. Dishtv is a market leader in providing premium content to its subscribers. We are the only DTH platform to broadcast Bollywood and Hollywood blockbuster movies like Taare Zameen Par, Jab We Met, Spider Man 3 etc. At Dishtv, we are always innovating and exploring new opportunities to bring wholesome entertainment to the masses."
Tata Sky chief content and business development officer Unnati Sinha said, "Broadcasters today understand the importance of movies on DTH and this is a welcome move. A movie on DTH enriches the pay per view (PPV) experience and becomes an appointment viewing for the customer. On PPV, new movie releases enables both parties to monetize as well as kill piracy."
