Is India’s ready for the pay-per-view model? | Economic Times

Salman Khan-starrer ‘Radhe’, though berated for listless content, has offered a new ray of hope to the Indian film industry with the partial success of a multiple platform experiment at a time when Bollywood has suffered massive losses amid closure of cinema screens due to the Covid-19 pandemic.Zee Studios had decided to release ‘Radhe’ simultaneously across multiple platforms, including theatres (wherever they are open) and via pay-per-view (PPV) model on over-the-top (OTT) platform ZEE5 and direct-to-home players like Tata Sky, Airtel Digital TV and Dish TV.The hybrid model resulted in the film attracting 4.2 million views across online and DTH platforms on its opening day, according to the studio. In fact, the unprecedented traffic from fans across the country brought down ZEE5 servers temporarily.While trade pundits are divided on collection figures - with various estimates putting the four-day collection at between Rs 45 crore and as high as Rs 175 crore – many agree that PPV as a model can be explored in the country.“Even if ‘Radhe’ is being criticised for its content, the fact is that over 7 million people in the country have seen the film in the first four days of release,” said Shaaminder Malik, an independent film distributor and trade analyst. “It’s a very big number.”As per Malik, going by the current condition, theatres may not be allowed to open till July-August and that too with limited capacity.“Filmmakers will have to start releasing their films, otherwise they will look stale and the makers will continue to incur losses,” he said.Many experts feel that going by the views of ‘Radhe’ and other transactions on platforms like BookMyShow Stream and Shemaroo, the country seems to be ready for the move. “India is ready for the PPV model,” said Shariq Patel, chief business officer, Zee Studios.‘Radhe’ was available to rent for ₹249 on ZEE5 as well as for DTH subscribers. ZEE5 had also launched a combo offer for annual subscription at ₹499, giving ‘Radhe’ complimentary.ET has learned that DTH players alone have got bookings of over 700,000 for ‘Radhe’ in the first weekend— the numbers on ZEE5 could not be independently verified.Some industry experts point out that the number of viewers has almost doubled due to online release.