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Going forward, movie production will contribute as much to the company's revenues as TV production.
After 15,000 hours of programming on the airwaves and 80 distinct programmes that ruled the TRP charts, the 'Soap Queen' Ekta Kapoor thinks it is time to move on.
"TV doesn't have valuations. We want to build valuations and exploit growth opportunities and film seems to have that," feels Ekta Kapoor, joint managing director at Balaji Telefims.
Until now, the melodramatic soaps contributed close to 80 per cent of Balaji's revenues, but now the company wants to move from the small screen to the big one in a bid to increase profitability.
Going forward, movie production will contribute as much to the company's revenues as TV production.
"Unlike the global markets, in India a production house does not hold the intellectual rights of the shows or properties it creates' so it cannot monetize the content it creates," said Ashish Pherwani, associate director at Ernst & Young.
So far viewers have given Ekta Kapoor's filmy foray a clear thumbs up. But will investors be impressed by the new picture at Balaji? The jury is still out.
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