Producer Suresh Babu has effected a decision through the Telugu Film Producers Council.  The Council has decided that the producers in Tollywood can sell the digital as well as satellite rights of a movie only with an eight-week exclusive lock-in period, which is calculated from the time the movie hits the theatres.  So, no movie can be aired on television or streaming site before 56 days from the date of release.  

This new rule comes into effect from April 1.  Only those movies which make a deal after this date are bound to adhere to the new rule.

Suresh Babu and many other producers feel that early airing or streaming of a movie on TV/digital media kills theatrical revenues, especially of small movies.  Big-ticket movies of big stars are not affected much.

But medium-range films have seen a severe dent in their theatrical revenues because the audience expects to watch such movies on TV or streaming sites like Amazon Prime. With a cooling period of more than 50 days, the audience's behaviour might see a change, the Council hopes.