The film screened on 29 March was ace director Shekhar Kapoor's
Masoom starring Jugal Hansraj, Shabana Azmi and Naseeruddin
Shah. Marketing concessionaire Reasonable Advertising, which markets
BR TV's Aap Beeti , bagged the mandate of putting together
the package for the newly developed slot, including the selection
of the movie.
The film shown last Saturday managed to rake in advertising moolah,
despite the fact that the telecast coincided with the financial
year end for several clients. Other clients who had spent heavily
during the cricket World Cup also stayed away due to budgetary constraints.
However, big guns Colgate, Bajaj Sevashram, Dabur and Parle Products
were the major sponsors.
Regional vernacular movies are normally aired in the Saturday afternoon-evening
slot and they get good advertising support from advertisers. DD's
primetime Hindi film slot is scheduled for evenings.
With this new experiment, DD is seeking to examine the possibility
of expanding its viewer base in the afternoon slot.