Thursday, September 18, 2008

Moser Baer and the Long tail

Moser Baer took on the movie pirates and launched Movie DVDs/VCDs starting 28 rupees onwards. That, is nearly the cost of the pirated DVD rentals per movie. That was some time back. Now the effects of it can be seen. 


Landmark and other local stores sell a lot of regional movie DVDs. That, by itself, is not surprising. What was surprising to me, was the emergence of a Bengali DVD market in a place like the one we stay. There are a couple of stores which sell Moser Baer DVDs of Bengali movies. They sell it with pirated stuff, but having said that, Moser Baer is more than prominent. The place we stay has a lot of new construction happening, many of the labourers seem to be from Bengal (hopefully not illegal migrants from the eastern neighbour), so it is natural that there is a market. 

But, imagine this. These labourers have DVD or VCD players. This is no surprise as I have mentioned before considering the price of a player like that and considering the price of an average movie ticket. Thus, Moser Baer, with its DVD has got the Long Tail of the Indian DVD market nicely wrapped with a  lot more steam left in it. More power to business ideas like these...

6 comments:

manoj said...

one market which i think still need to tapped, is the regional movies with english subtitles. earlier ie 2-3 years back tamil dvds from ayngaran had subtitles .. nowadays i do not know whether they still bring it ...

sanket said...

I remember that several years ago, when people still used audio cassettes, and there was rampant piracy in that business, a recording company called Lahari Audio started a similar drive. They started selling cassettes for 20 rupees which was exactly the same price as the pirated ones that were sold by the roadside. That was a success too.

BharGo said...

The ORG GfK figures show that DVD Player sales are not galloping the way they were 2 years back. With Reliance getting into DTH (Big TV), we might see a day where movie on demand will be 5 bucks... and DVD players may get wiped out. Darwin's Theory!

Neelakantan said...

Gulshan Kumar did that too - though in a different way. The point is that there is demand, can you satisfy it...which is where ideas like these are important because they prevent pirates and others taking advantage of it. Subtitled, yes, i hope there are movies released with subtitles.

DVD players being wiped out, yes - see the fate of CD players...

Kavi said...

Its a huge interconneted world..28 bucks for bangla music.

i have a few bengali colleagues. Its giong to be good stuff for discussion. I am sure the movie will outlast their discussion !

Ankur said...

Old serials that were shown on Televesion like Byomkesh Bakshi, Chanakya, Malgudi Days, Ank Ajube, Small Wonders, Wonder Years etc and many more which our generation has seen and grown with and would definitely like to go back in old days..especially when in today's date the taste of programs on tv'S lost somewhere and all u get to see is Reality Shows. These old programs are either not available or if they are....then priced at normal vcd rates of 200-300 bucks...which can be brought down and sold at cheaper rates...and hence this market can also be tapped!