For Shemaroo Entertainment growing its Bollywood content is a key part of the strategy. It has a library of both classic and newer movies. The opportunity for it is to refresh classic movies and present them to a new set of audiences. It uses various distribution mechanisms both traditional and digital.
Medianews4u.com caught up with Mohan Gopinath – Business Head Bollywood – Shemaroo Entertainment
Q1: What are your focus areas to grow Shemaroo Bollywood?
As a 62-year-old legacy brand, we’ve always been in the business of Bollywood, spanning decades, genres, and generations. Over the years, we’ve accumulated a vast library of top-rated and critically acclaimed films, as well as movies that may have been missed by general audiences. Our responsibility, as content owners and experts in Hindi cinema, is to bring these films to the forefront. This rigorous approach, coupled with the determination to refresh and present these movies to new audiences, has been key. Many filmmakers and actors who worked 20 or 30 years ago are still relevant today, and it’s about bringing their work to a new generation.
Q2: How did this approach work in 2024?
Across the globe, we leverage platforms like YouTube, Shemaroo’s own app, digital syndication, and Facebook. These platforms allow us to reach a large audience and provide access to our films. Our touchpoints are vast, helping us propagate and distribute content to both existing and new audiences via satellite and digital channels.
Q3: How did the syndication market perform in 2024?
The syndication market is quite robust. We’ve successfully tapped into new markets, platforms, and areas. Our team has been doing an excellent job expanding and adapting to these opportunities.
Q4: Can you elaborate on some of the deals that Shemaroo has made this year?
I can’t disclose specific deals as they are confidential. However, I can say that we’ve made significant improvements in the way we structure our deals and explore new markets and platforms.
Q5: Is the focus on linear broadcast or OTT?
We focus on both. Shemaroo owns four channels: Shemaroo TV, Shemaroo Umang, Chumbak TV, and Shemaroo MarathiBana, each with its own programming strategy. These channels receive dedicated attention. When it comes to syndication, we syndicate to both satellite and OTT platforms, depending on the needs and target audience. It’s not an “either/or” situation.
Q6: What type of content consumption did you see in 2024?
Classic content continues to be popular, such as iconic films like ‘Do Aali’ or ‘Sholay’—content that only gets better with age. We also introduced new acquisitions this year, such as ‘Household Two’ and ‘Highway’, which have become marquee properties.
Q7: How does Shemaroo’s library grow, and what role does it play?
The library continues to grow exponentially, with a 20% increase in 2024. We prioritise quality and the long-term relationships we’ve built over the past 40 to 50 years, which help us secure valuable titles. Bollywood is the foundation of Shemaroo, and it remains central to our content offering across platforms, ensuring it stays fresh and relevant to new audiences.
Q8: Could you give some examples of how Shemaroo is presenting content in a fresh manner this year?
We’ve been focusing on celebrating milestone anniversaries, such as movies turning 25 years old. We’ve refreshed the presentation of these films through thumbnails, carousels, and new ways of showcasing them on our app. We’ve also done creative things like highlighting iconic characters and actors during birthday celebrations. These initiatives bring a new perspective to classic content, enhancing its appeal to today’s audience.
Q9: Has Shemaroo been involved in any re-releases of films on the big screen this year?
Yes, we’ve re-released films like ‘Jab We Met’, ‘Kalia’ and ‘Hera Pheri’ (1976) in theaters. The decision to re-release a film is based on its relevance and the potential audience it can attract. We work closely with theater exhibitors to determine which films would benefit from a theatrical re-release.
Q10: How do you view Bollywood’s performance at the box office, especially for classic films?
Ultimately, content is what prevails. While not every classic film performs the same way, there are unique circumstances around each movie’s success. For example, ‘Pushpa’ broke records, even though it wasn’t a typical Bollywood film. Content’s resonance with audiences is key to success, whether it’s an established franchise or a new hit.
Q11: What are the consumption trends for Shemaroo’s Bollywood content? Is there a regional preference?
Consumption is spread across India, not just in the north. Thanks to services like satellite TV and digital platforms, Bollywood content is enjoyed by audiences from all regions. The crossover of South Indian films dubbed into Hindi also contributes to this nationwide appeal.
Q12: What is the consumption model for Shemaroo’s content across TV and OTT?
Shemaroo’s content is primarily consumed via digital platforms like YouTube, our app, and Facebook. While we syndicate some content to satellite TV, our focus is on reaching audiences through digital touchpoints.
Q13: Do you use a subscription model for any of your content?
Yes, we work with transactional video-on-demand models, particularly with telecom partners and platforms, where users pay per view. These models are one of the ways we distribute our content.
Q14: What is the scale of Shemaroo’s content library?
Shemaroo’s content library is vast—far more than thousands of hours of content. It’s a substantial archive that we continue to expand.
Q15. Have there been any unique marketing initiatives this year to raise awareness about Shemaroo’s titles?
We’ve focussed heavily on social media engagement, including community posts and Facebook campaigns. These are part of our regular strategy to stay connected with audiences and increase visibility for our content.
Q16: How does Shemaroo tap into international audiences?
YouTube and other digital platforms help us reach audiences abroad, particularly in countries like the US and Canada. Shemaroo is already a well-known brand among the Indian diaspora, which makes it easier for us to resonate with viewers globally.
Q17: How important are film music and audiovisual content for Shemaroo Bollywood?
Film music and audiovisual content play a significant role. We have a robust collection of music videos, which we distribute on platforms like YouTube. Songs remain a vital part of the content ecosystem and contribute to Shemaroo’s overall content offering.
Q18: Lastly, what are the plans for 2025?
The plan for 2025 is to strike a balance between our existing catalog and newer movie releases. By newer movies, I’m referring to films from the past decade to a decade and a half. This ensures there’s a strong recall value for the audience while also providing syndication value.
We’ll focus on these across four key verticals: YouTube and Facebook, ShemarooMe- OTT platform; and the Telco segment for wider distribution. Ultimately, the goal is to create a diverse mix that includes timeless classics from the 80s and 90s alongside more recent releases, to cater to a broad range of audiences.
