Indian television's most expensive series 24 gets on air this weekend. And for the first time since the Ramayan,the Mahabharat and Kaun Banega Crorepati the movie business is feeling the heat.

A top personnel from a multiplex chain in Mumbai says, `We definitely expect a drop in our night-show attendance on Friday and Saturday when Anil Kapoor's serial is on. 24 has generated tremendous curiosity among youngsters. It looks as slick , chic urbane, thrilling and cool as Farhan Akhtar's Don and Kabir Khan's Ek Tha Tiger.`

Roshan Singh an exhibitor from Patna says, `24 is looking as good as any big-budget film. Plus it has a big star like Anil Kapoor in the lead. It will make a difference to the movie business.`


However trade analyst Taran Adarsh feels Besharam and 24 are two different mediums. Nonetheless Taran admits there is a looming threat to cinema from the small screen. `One cannot deny that 24 has generated a lot of curiosity and will definitely have a large viewership.`

Ajit Andhare, COO of Viacom 18 (the parent company for the channel Colors on which 24 is to be aired, feels there is room for both Besharam and 24 to find audience. `Being the different properties that they are, I think both will find their audience.`