This is the first time in the history of Telugu TV, that a film was telecast within less than 100 days of its release, overstepping the council stipulation that star films and relatively small films should be aired on satellite channels after the completion of two years and one year, respectively. But with satellite rights hitting the roof, and rates pegged between Rs 1 crore to Rs 5 crore, all TV channels
unofficially resolved to telecast even star films after one year, considering the huge money invested. Telugu Film News
“Rules are meant to be adhered to,” says Sarath Marar, CEO, of a satellite channel. “We mutually arrived at a consensus and we were following it,” he adds. But, with many films bombing at the Box Office, he feels that there is a need for revising the embargo period. “We would welcome a more realistic time frame that would benefit all the parties,”he reasons.
But Tammareddy Bharadwaj, producers’ council president, rules out new amendments. “I think Sasirekha... should not have been telecast. Earlier there was a three-year embargo, and it has been reduced to one. Premature telecast affects the distributor and if the distributor himself has agreed to it, then what is it that we can do,” he rues.
However, Sanjay Reddy, CEO, of the channel which telecast the film has a different take on it. “There are no set rules. It all depends on the sale agreement between the channel and the producer or a person on behalf of him. Box Office equations are drastically changing, so rules also need to be updated. Let us be pragmatic and treat issues case by case than relying on blanket rules,” he reasons.
Source: Timesofindia.Indiatimes.com
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