Shemaroo Entertainment IPO - To Invest or Avoid

Shemaroo Entertainment Limited is coming up with its Initial Public Offer of Equity shares aggregating upto 120 Crores from September 16, 2014. Retail traders get a 10% discount. Shemaroo Entertainment Ltd., was founded on October 29, 1962, in Mumbai, as a book circulating library, and today they are an established integrated media content house in India.

IPO Issue Details:

• Issue Opening: September 16, 2014
• Issue Closing: September 18, 2014
• Issue Size: 120 Crores
• Price Band: 155 - 170 (10% discount to retail investors)
• Bid lot: 85

Business Overview

• An established integrated media content house in India with activities across content acquisition, value addition to content and content distribution
• Content Library consists of more than 2,900 titles spanning new Hindi films like Queen, Bhaag Milkha Bhaag, Dedh Ishqiya, The Dirty Picture, Kahaani, OMG: Oh My God!, Black, Ishqiya, Ajab Prem Ki Ghazab Kahani, Omkara, Dil Toh Baccha Hai, Bheja Fry 2, amongst others, Hindi film classics and titles in various other regional languages like Marathi, Gujarati, Punjabi, Bengali among others as well as non-film content
• One of the largest independent content aggregators in Bollywood

Strengths

• Shemaroo, an established brand name
• Vast, Diverse and Growing Content Library
• Diversified Distribution Platforms
• De-risked business model
• Experienced Directors and Management Team
• Strong Relationships in the Industry

Business Strategy

• Scaling up Content Library driven by return on investment
• Enhancing monetization of Content Library through existing  media platforms
• Enhancing revenue predictability through strategically packaged sales
• Optimizing content monetization across its life-cycle
• Creating a sustainable competitive advantage through marketing strategy

Risk Factor

• Difficult to predict performance of a movie at box office
• It is difficult to predict how a film may perform at the box office, which is dependent on ever-changing consumer tastes and preferences. Moreover the company has limited experience in film production business. There is no way to assure that the company will be able to generate desired returns from every movie. An unsatisfactory performance at the box office may impact the profitability of the company.
• Escalation in content cost
• With limited content pool and rising exhibiting mediums the content cost can escalate rapidly. This could result in the company either losing out on opportunities to acquire content, or, pay higher for the content which will adversely impact the company’s profitability.

Piracy menace

The media industry has been exposed to piracy and illegal use and exploitation of content and intellectual property rights. Moreover, with technological advancements and round the clock connectivity, it has become easier to make and distribute illegal copies to digital content. Monitoring infringement of content is difficult and the protection of intellectual property rights in India may not be as effective as in other countries. Piracy of their content through counterfeit media, including digital versatile discs and compact discs and continued or increased unauthorized use of proprietary and intellectual property could result in lost revenue, result in significantly reduced pricing power and could have a material adverse effect on business prospects, financial condition and results of operations.

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