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3 Idiots most expensive movie on TV, Sony selling ad slots @ Rs 2.2 L/10 sec
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Quote:After setting new box office records, Aamir Khan’s 3 Idiots has extended its smart run to television by becoming the highest revenue-earning movie on Indian TV.

Sony Entertainment channel, which will bring 3 Idiots to the small screen on July 25, has sold airtime at rates hovering around Rs 2.2 lakh for 10 seconds, the highest for a film on Indian TV, beating Shah Rukh Khan’s My Name is Khan, officials in media buying houses told ET.

Rohit Gupta, president of Multi Screen Media that owns Sony Entertainment, confirmed that 3 Idiots has been sold at all-time high rates. He declined to divulge exact numbers but said the rates were “much more” than Rs 2 lakh for 10 seconds.

“The film is fully sold out,” Mr Gupta said.

The film has attracted about 12 sponsors including Bharti Airtel, LIC, Castrol, Emami, Cadbury, Lux and Lava Mobile, who have been allotted airtime at slightly lower rates than other advertisers.

“Selling to advertisers is related to the acquisition cost the broadcaster pays for a movie,” said Anita Nayar, CEO of media buying firm MPG India. “At current rates, advertisers have paid a premium (for 3 Idiots) over other movies,” she added.

In May, MSM spent an estimated Rs 21 crore to buy exclusive satellite television telecast rights of 3 Idiots for five years.

Advertisers’ interest in the first show makes it look money well spent, although the broadcaster will not make profits on the premier airing, given the cost of acquisition.

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