ITV

Category: GECs

  • “Star’s new RIO: The way forward for DAS”

    “Star’s new RIO: The way forward for DAS”

    The industry, even after the digitisation in phase I and phase II areas has not yet moved to complete addressability. Channels today are still being offered as a single bundle and negotiations have happened on one aspect only, and that is price. There is differential treatment of small and big operators. The concept of packaging has not been implemented yet and as a result of which the true benefits of digitisation have remained unlocked.

    In this scenario now, Star India has come up with a plan which has got everyone thinking. The new Star RIO promises flexibility to the operator to choose channels, and enables them to showcase channels as per consumer demand.  The offer for the distribution fraternity nationwide, is a single, transparent, non-discriminatory one – a standard offer that is open to all cable operators.

    The new RIO allows tiering of customers through a structure that does not push all channels in the base pack. Instead, it encourages operators to create packaging tiers based on consumer profile

    The network in order to align both the operators’ goal and its own aim has now come up with incentives, which allows discounts on all Star channels. The multi system operator (MSO), if agrees to take the incentives can get extremely high discounts on the base price of the channel.

    The incentive could also give benefits to the end-consumers. While currently, a consumer has to pay for all the channels, Star’s modified RIO enables the cable operator to offer his subscribers as per the customer profile / demand. This places the power in the hands of the consumers – they choose their required channel packages and pay only for those channel packages.

    The incentives, which vary for each channel, are non-discriminatory, pre-stated and available to all DAS cable operators. Operators are free to opt for incentives as per their discretion.

    The scenario now is that many MSOs have said they want to go with the old RIO and on an a la carte basis only.

    Indiantelevision.com speaks to Star India EVP distribution Krishnan Kutty on the whole Star RIO deal, the incentives and the reaction from the MSOs and distribution community on the new RIO deal.

    Excerpts:

    What are the salient points of the TDSAT order for your new RIO and MSOs? Are you happy with the order? Will you disconnect any MSO if it does not sign the new RIO?

    We are taking an unequivocal stand before the industry that we will behave in a completely transparent manner, which is why we filed the affidavit.

    Going forward, we will sign only the new RIO with all MSOs.

    We are attempting to create a structure which will lead to better choice for consumers, healthier overall industry economics and this a positive step towards the same.

    We believe the true value of digitisation will get unlocked for stakeholders including consumers, with this structure.

    In line with the TDSAT order, MSOs will have to sign the new RIO before 10 November, failing which we will be left with no choice but to switch them off. 

    Why do you think some MSOs are saying they will go with the old RIO?

    With anything new there will be a time of adjustment. A lot of the issues that have been raised is I think driven by a worry about the change. The change will need all stakeholders to make adjustments and readjust their business models moving forward.  We genuinely believe that this will lead to a far healthier digital ecosystem over a medium term.

    What are the issues Star India is facing in making the MSOs understand the incentive scheme? Why do you think they are facing issues with implementing the RIO?

    We have had positive discussions with a lot of operators and have been signing contracts at a steady pace.  I think the discussions that we have had in the context of this model have been the richest ones we have had for the longest time. It has been a genuine discussion about what is the best consumer offering to be created, what do consumers value and what should be the business design moving forward. There are of course concerns about the transition. Which we should all work towards solving.

    During a recent meeting of the MSOs, three crucial points were raised, that the incentives are unachievable and that there are technical challenges in meeting the RIO deal. What’s your reaction to all this?

    The scheme has been modelled on basis of the consumer demand for various Star channels; consumer profiling for each of the channels and the current economics of the cable industry. We believe the scheme is extremely realistic and achievable.

    As for the technical issues, one of the mandatory conditions of DAS implementation is that each individual consumer should be addressable – in essence, every MSO should be capable of administering changes in consumer account, including package/ channel addition or removal as required.

    DAS has been implemented two years ago, and we see no reason why there should be technical problems in implementing something which was to be done at the on-set of DAS itself. 

    MSOs are saying that the viewer’s cable bill will go up as now the MSOs will have to pay 100 per cent more to the broadcaster. Is this correct?

     We have already communicated to viewers that each of our entertainment channels are available like almost in the range of 30 paise per day, our sports channels are available like at around 50 – 60 paise per day. With the new incentives in place , these are likely to go down even lower. Compare this with the price that one has to pay for newspapers, or for a movie ticket or for attending a stadium for a live match.

    Then, why would the MSOs have to pay 100 per cent more to Star? Why would the cable viewer’s cable bill go up?

    Can you elaborate ways of creating packages, how your new RIO is platform-friendly, and how it will help MSOs to create viewer-needs-based offerings?

    It all depends upon the kind of packaging that the operator chooses to do.

    Typical Consumer Packaging Pyramid:

    Also in all this, how does a LCO benefit from the incentives that are being given to the MSO? Will there be talks between the broadcaster, MSO and LCO to ensure that the discounts are being passed at the LCO level as well?

    Star, as a broadcaster, has no direct role in the MSO- LCO deal/agreement. We believe that the key for both MSOs and LCOs is to establish the right value proposition for the consumers. This will be the key to the long term success of their business and we believe they will jointly drive towards the same.

    As a key stakeholder of the industry, we would be more than happy to help partner with both for truly unlocking the value of digitisation for all the stakeholders, including the end consumer.

    Do you think that if MSOs do not implement your new RIO fairly and do not inform their subscribers of the possibilities, it will cause viewers to move to DTH?

    We truly believe that ‘Consumer is the Queen.’ If not offered an appropriate value proposition (content & relevant pricing in this case) the consumer will opt for other service providers .

    We also feel that our new RIO will benefit all stakeholders, if  implemented fairly and in the true spirit of the offering.

    Why do you think are the MSOs opting for selling channels on a la carte basis only?

    We believe that many of the concerns are driven by the worry about change and how does it impact them and how will they transition into a consumer oriented model. We are confident that platforms when they give themselves time will come around and understand that this is for the long term health of the industry.

    While the leading MSOs have said that they would put all Star channels on a la carte, how have the independent MSOs and the newly formed cooperatives have reacted to the incentive scheme?

    We are happy to share that the independent MSOs have applauded the new RIO for its transparent and non-discriminatory offering sign-ups have already begun.

    How many deals have you signed from the time the TDSAT came up with its order? How many of these have opted for scheme?
    We have signed almost 33 per cent of the operators. About 10 per cent had already signed prior to the TDSAT order and will continue on those deals. Of the balance, all have opted for the new RIO incentive offering as it provides them with level playing field as well as flexibility to address their consumer’s needs.

    Star India CEO Uday Shankar had said that meetings will be held with MSOs in various cities to make them understand the whole system, is that happening? Which cities have you covered? Which is the next stop?

    We have had meetings with almost all the MSOs in the DAS markets, except the city of Vizag where we have had telephonic discussions with our customers. We have had one-on-one meetings to explain the new RIO incentive offering and its workings to all our MSOs.

    Star has said that the incentive system will be very transparent. But will the system be transparent to the extent of one MSO knowing the discounts the other MSO is getting by meeting all the criteria?

    This indeed and truly is a transparent system and Yes, one MSO can find out the discount that the other MSO will get by meeting all the criteria – A point to be noted is that, it’s uniform and non-discriminatory and hence the same yardstick applies to all MSOs, making it easy for them to establish and leverage their advantages by meeting all the criterias.

     

  • “We don’t want to be the first but be the best”: Pradeep Hejmadi

    “We don’t want to be the first but be the best”: Pradeep Hejmadi

    With multi-dimensional understanding of the media business, he has spearheaded and successfully launched innovative and first-in-class profit-bearing initiatives in the Indian media marketplace.

     

    Having more than 18 years of well-rounded experience in the Indian media industry spanning media sales, media planning and buying, consumer research, business planning and product development, former TAM Media Research senior vice-president and  now Zee TV business head Pradeep Hejmadi,  is in the happy space.

     

    Hejmadi has filled up the position which was vacant since 2010 and believes he has a long way to go. With the channel’s fiction offerings doing pretty well as per TAM TV ratings, according to Hejmadi it is time for the channel to strengthen its weekend band with new shows and target younger profile.

     

    In a conversation with indiantelevision.com’s Disha Shah, Hejmadi talks about the challenges that he had to face when he came on-board, the channel’s biggest upcoming property – ‘Aryan’ and how it will live up to the channel’s expectations. 

     

    Excerpts:

     

    It’s been five months since you took charge as the business head of Zee TV.  How has the experience been so far?

     

    It was like getting onto a running horse or a speeding vehicle. For me, it was more about gathering the right amount of momentum to get on-board and steer it in the right direction. The initial challenge was to get a sense of the pace like what track are we on and what track we need to be in and what is the destination and fix those things. Then it was just to get on-board and work with the team to add to the spirit and the momentum.

     

    Have you brought any changes in terms of content and marketing?

     

    Nothing at all… (laughs).. Honestly talent has been there. It has all the ingredients. Zee has had a legacy of being a pioneer in creating new formats and being acknowledged by viewers as a powerful brand in the fiction space.

     

    There were just a few small things that needed to be aligned. Firstly, it was getting our priorities in order which we did as a team. It was about sitting down and saying “What are the things that we are doing right now and what are the serious things that we need to take on the front and which are the things that we need to start on a development front.” So it was really about setting our priorities right and then getting a process and a way of functioning to harness the best that was already there.

     

    So we have a very good creative team; an effective marketing team and a powerful PR and digital team working here. We just had to bring all these pieces together and get them to fire in proper synchronization.

     

    And obviously, every time you hit a bump on the road, there can be a bit of alignment requirements as well. This is the other piece that is required but it is no rocket science. Life is no different, irrespective of what work you do because principles are the same. I came here to help several millions of consumers. At TAM, I had a responsibility in delivering in a particular manner and here I have the responsibility of delivering in a slightly different manner.

     

    Which band works wonders for the channel? Weekday or weekend programming?

     

    The beauty about facts is that you don’t have to think about them, you need to note them down. When I joined Zee, Jodha Akbar was on top and that was one show which was standing for us on top. Most of the other shows delivered medium range ratings and on the non-fiction end we had Dance India Dance (DID) which was winding up.

     

    It was in an interesting phase that I came on-board. We prioritised and looked at what are the things that are really going to give us reflection points in our shows and the teams took the backend to it. They put the energy back into it. There was a need for some alignment, because so much happens at the same time. One has to understand that the buzzing lights on the road are not the street markers. Those are pass inkers. So if you start thinking that they are the ones you have follow then you lose your direction.

     

    So we needed to separate the cat eyes on the road from the blinking headlights of the other vehicles to remain in the race and that is what we did as a team. We made that difference between those blinking cat eyes versus the shinning lights of some vehicles. With that focus, by god’s grace and the opportunity that audience provides you to get your act together, we are where we are and intend to be.

     

    ‘DID’ has delivered good ratings during weekends, do you think ‘Aryan’ will live up to the expectations?

     

    Sometimes media business is like a circus. There will be both clowns and animals and so when you a buy a ticket, you just don’t buy it for the clown. The same thing happens when you sit in front of the television screens. It must have a mix of multiple things.

     

    So we should not compare a horse stick with a clown act.  In the same way, there is no comparison between DID and Aryan. What we are trying to do with Aryan and other shows like Neeli Chatri Wale and the 9 pm non-fiction band is to create variety so that the whole family can sit together and watch. Not for even a moment, are we wanting Aryan to compete with a DID. They both are very different.

     

    DID is a platform to identify and give to the industry a fresh pole of choreographers. These are the guys who have raw talent in them but are not actors. Aryan on the other hand is meant to appeal to a family, be inclusive of the family but bring in the audience through a slightly younger profile because that is the kind of profile that starts watching television on a weekend. It is a story that will inspire people to believe in themselves. Our intent is to create a nice family blog where you go back to general entertainment days where you can actually sit with your family and watch television.

     

    We don’t want passing of remotes to happen. That’s our intent of weekend programming. Weekend is an environment we are going to create for families to sit and watch television together.

     

    In the future as well, we will create different kinds of properties to give audiences a variety to enjoy. Weekend programming is by sheer nature very varied; while some do celebrity-based dance shows, we do non-celebrity based shows.

     

    As for Aryan, it took us almost eight months to be where we are now and the challenge continues as it is a trilogy. Maharakshak is the brand and Aryan is the first of its trilogy followed by two other superheroes.

     

    Will we see a return of Sa Re Ga Ma Pa? And is the channel working on new formats?

     

    Yes. Sa Re Ga Ma Pa will soon hit the television screens. Work is on. Once we reach the stage where we are confident of the talent and the format we will announce it officially. As of now, we are working on multiple projects and those will go on air first.

     

    Talking about new formats, one should not forget that every format demands newness. DID and Sa Re Ga Ma Pa are power brands for us, so we don’t have to go looking for something new. We need to make sure that we do justice to the standard that it has lived up to.

     

    I think sometimes audiences are comfortable in what they are familiar with but they would like to see something better and if we are able to provide that with little alterations then that too becomes new for them.

     

    Is an increase in number of hours of original programming in fiction on agenda?

     

    Yes, but gradually. The audience has limited time so we have to make sure that we become their preferred choice.

     

    We are clear that we will create new properties and put out more hours but we have to make sure that every hour is worth its value in gold for the audience because every time we put a new show we are expecting the audience to shift its time. We are not in a mad rush to just keep on expanding slots because we are answerable to millions of viewers who come to us every week.

     

    Once we are at that point where we feel that it is time to go on to the next one, we will. We are in no hurry to score on somebody else’s score sheet. Our focus areas are very clear in terms of what we want to do. We don’t want to be the first but be the best.

     

    Zee being the pioneer, are you planning to revive the afternoon slot anytime soon?

     

    Given the way the industry is balanced between a hybrid revenue model of advertising and subscription, it is not that if I go to open an afternoon slot and get audience’s affection, it will translate into subscription revenues for me. It has to be advertising revenue and then over a period of time subscription revenue will start coming in. And advertisers somewhere think a 2 rating point in the afternoon is worth less than a 2 rating point in traditional primetime. So as long as that mindset is there, it does not work for me from an economic model point of view.

     

    For makers to make a show and put it in the afternoon costs as much as to make a show what advertisers love to call, prime time. If I can deliver 6 per cent reach and 2.5 rating in afternoon, as a content provider I don’t see what is wrong in it. But somewhere the yield on that has always been a matter of concern and therefore over a period of time, if you see that what Zee pioneered and others followed, has now died because economically the model crashed.

     

    With digitisation dates being postponed, how do you see it impacting the channel?

     

    Digitisation is a far bigger phenomenon than a short-term milestone. We have to learn to do well no matter how the environment changes. I don’t see how it will impact the channel in the immediate run. However, it will help us on the distribution level to ensure better revenues and possibly reduce the carriage costs etc. But at the same time, we should not forget that audiences need that time to be able to cough up money, last miles to go and put up the boxes and it needs to be done in a more organised and systematic manner.

     

    From Zee’s perspective, whatever be the environment, playing out of a set-top box or an analogue cable or DTH service provider, we need to be as relevant and as important for the audience to come and watch us. Those are just means of getting there. We would like digitisation to happen sooner, but also done in a systematic manner so that it makes sense for the whole value chain.

  • Zindagi launches three new shows this November

    Zindagi launches three new shows this November

    Mumbai : India’s first premium Hindi entertainment channel, Zindagi has garnered a huge fan following since the time of its launch. The freshness of the content and the unique format of showcasing finite series have been well received amongst Indian viewers. This November, Zindagi is all set to bring to its viewers three new shows from across the border. The viewers are in for a real treat with famous Pakistani shows like Mastana Mahi, Badi Aapaand Aina Dulhan Ka, featuring the who’s who of the Pakistani entertainment industry.

     

    Mastana Mahi, slated to air on November 6at 10:15 PMon Zindagi, is a gripping story of a care-free guy who has found his life partner but is caught in the myriad seas of politics as he hails from a political family. The show will feature some of the big names from the Pakistani drama industry, namely, Fahad Mustafa, Mehreen Raheel and Sajal Ali. Fahad Mustafa plays the role of Adil in Mastana Mahi whose character grows from a fun loving carefree boy to an understanding husband, a responsible politician, and a man who can take on family responsibilities and shoulder the political legacy left behind by his father.Sajal Ali, previously seen in blockbuster telefilm Behadd on Zindagi, plays the role of Suhai who marries Adil at the age of 10. Suhai gradually develops an understanding and forgiving nature towards all the negatives surrounding her. Mehreen Raheel’s character as Aaleen evolves from a confused girl to an understanding wife after her wedding to an already married Adil.

     

    Scheduled to premiere on November 7 at 08:55 PM, Badi Aapa is the story of a woman named Zubaida who possesses a rigid and dictatorial nature towards her family. The show is a narrative which showcases Badi Aapa’s perspective and also the perspective of people around her affected by her decisions. Pakistani actor, producer, director and presenter – Savera Nadeem will be seen essaying the role of Badi Aapa.  Savera potrays the title role who isa tough person from outside, but she actually is very loving and caring from within. People fear Badi Aapaas she commands respect from others because she thinks she has earned this through sheer hard work and concern for others. Seen in the role of Badi Aapa’s husband – Farman is Noman Ijaz. Farman loves and cares for Badi Aapa a lot but doesn’t get love in return from her.

     

    Another hit Pakistani show Aina Dulhan Kathat will premiere on Zindagi on November 10 at 08:00 PM, is about the consequences of expectations and social pressures exceeding the virtue of institution of marriage. The story of two granddaughters, Aina Dulhan Ka explores the importance of money in life on one side and sensibility and prudence on the other. The show has a stunning starcast comprising of Aamina Sheikh, Mehwish Hayat and Ahsan Khan (previously seen in Mere Qatil Mere Dildaar) and Mikaal Zulfiqar (previously seen in Dhoop Chhaon). Aamina Sheikhwill be seen playing the role of Aayeza who is very materialistic and self-centered. She is someone who believes that love and respect can be earned by flaunting ones riches. Mehwish Hayat will be seen as Aayema, who is a smart, mature and well-read girl. Having grown up in a poor family, Aayeza understands the value of money and relationships in her life.

     

    Zindagi continues to present to its viewers beautiful stories from across the border, where emotions find a way to bind hearts of people belonging to varied cultures.

     

    Tune in to Zindagi to watch Mastana Mahi starting November 6 at 10:15 PM, Badi Aapastarting November 7 at 8:55 PM andAina Dulhan Kastarting November 10 at 8:00 PMevery Monday to Saturday!

  • ‘DID Super Moms’ back with season 2

    ‘DID Super Moms’ back with season 2

    MUMBAI: Not all shows can make superstars out of commoners, but a property that is considered to be the biggest home-grown reality show in India, Dance India Dance, has  been doing it for over five years now.

     

    The show along with its various sub-franchises like Dance Ke Superstars, DID Dance Ka Tashan, Dance India Dance Li’l Masters, Dance Ke SuperKids and Dance India Dance Doubles, have had a successful run in the country.

     

    One of its hit property, Dance India Dance Super Moms, launched last year along with other two big non-fiction properties, Jhalak Dikhhla Jaa on Colors and Indian Idol Junior on Sony. And if numbers are to be believed, out of the three, DID Super Moms emerged out as the clear winner and opened with the highest ratings.

     

    Following the success of the first season, the makers (Essel Vision Productions Limited) and Zee TV are back with the season two of Super Moms, to give a chance to mothers to spread their wings and bring out the talent hidden within.

     

    The show will hit the television screens immediately after the on-going show – Dil Se Naachein Indiawaale goes off-air by November end.

     

    The format remains the same. After a rigorous selection process, the 15-week series will have 16 finalists that will be shortlisted from across the country. The contestants will be divided in a group of four, and they will be coached by four best choreographers.

     

    The auditions for the show has already begun from 7 October 2014 in Patna followed by other cities like Lucknow, Ranchi, Dehradun, Guwahati, Amritsar, Jaipur, Bengaluru, Nagpur, Kolkata, Hyderabad, Indore, Vadodara, Delhi and Mumbai.

     

    Zee TV business head Pradeep Hejmadi believes that DID is a platform to identify and give to the industry a fresh pool of choreographers. “These are the guys who have raw talent in them but they are not actors. Choreographers are the people behind them who are making it possible. DID creates and identifies them. How we demonstrate their journey and how do we get audiences to start looking at these faceless people and start liking them for their talent and how they shape up is our format,” he says.

     

    On the digital front, the channel has already started to create the buzz on the same. The official Facebook page was created on 4 October. Moreover, the promo of the show has already hit the television screens.

  • Zee TV ropes in Miss America to crown the winner of DID Super Moms North America!

    Zee TV ropes in Miss America to crown the winner of DID Super Moms North America!

    MUMBAI: After a phenomenal success of Dance India Dance North America 2013 and Dance India Dance Little Masters North America 2014, with more than 20,000 videos, 2 rounds of ground auditions across 16 cities, and topping the ratings chart, Zee TV Americas is all set to open doors for DID Super Moms North America. Super Moms will give a platform to women who gave up their dreams of becoming a dancer and settled for a career, family, and motherhood. DID Super Moms North America aims to give “Umeed” (Hope) to millions of mothers across North America who aspire to make a name for themselves in the field of dance.

     

    More than 20,000 moms from all over North America have submitted their audition videos online and through ground auditions. Out of 20,000 entries received, 65 have been selected to participate and compete in the Mega Auditions round to be held in New York on November 10th 2014. Nina Davuluri – Miss America and Rupal Patel – Founder of International Arya Dance Academy, will judge contestants and select the top 12 finalists who will compete for the Crown of DID Super Moms North America!

     

    Zee TV Americas general manager Sameer Targe said, “This is the third season of Dance India Dance North America and every year we strive to take it a notch higher. This is not just a show for us – this is a platform where we try to give back to our community and take people closer to their dreams and passion! I truly feel that there could be no one better than Nina  Davuluri – to judge our Super Moms – who has truly lived her dream and passion and has become an inspiration to millions of South Asians in the US.”

     

    Miss America Nina Davuluri added, “Growing up watching Zee TV, I’m so excited to be a judge on Dance India Dance! I can’t wait to meet all the amazing Super Moms and see them showcase their talents and live out their dreams–that’s what this is all about! I’m also thrilled to be returning to India this December for the first time since winning the title of Miss America 2014. It’s going to be a brilliant homecoming!”

     

  • Big Magic launches weekend property ‘Shahi Shanivaar’

    Big Magic launches weekend property ‘Shahi Shanivaar’

    MUMBAI: Big Magic, the flagship Hindi general entertainment channel from Reliance Broadcast Network brings another new offering in its bouquet of shows.

     

    Riding on the immense popularity of ‘Har Mushkil Ka Hal Akbar Birbal’, the channel is extending the show now on weekends with a one hour new episode every Saturday at 9 pm.

     

    Titled ‘Shahi Shanivaar’, the latest weekend property stands on the backdrop of magnificent look and historical stories and aims to retain its audience attention even on weekends.

     

    Commenting on announcement of Shahi Shanivaar, Reliance Broadcast Network COO Lavneesh Gupta said, “We are delighted to announce a weekend property called ‘Shahi Shanivaar’ on the popular show ‘Har Mushkil Ka Hal Akbar Birbal’ that keeps up the historical comedy quotient on Saturdays too.”

     

    “The one hour shows will have new and interesting plots backed by historical research on the backdrop of royal splendour and special appearances by celebrities. We have maintained the same timing of 9pm so that from Monday to Saturday our audience’s experience the show same time thus offering greater value and consistency for marketers,” he added.

     

    Beginning on 1 November 2014, popular artist and celebrity Chetan Hansraj will be a part of a major conspiracy plot in the show, which will be followed by an episode on ‘Vishkanya’ on 18 November and a ‘Maha-episode’ on 15 November. Each of these episodes will also be integrating local festivals of the Hindi heartland that characterises India and is backed by strong local research and insight.

  • “Govt needs to look at broadcast as an important sector”: Uday Shankar

    “Govt needs to look at broadcast as an important sector”: Uday Shankar

    MUMBAI: It was in September that Star India’s Uday Shankar was once again handed over the reins of Indian Broadcasting Foundation (IBF), and since then, he has been working on a three-point agenda.

     

    Says the man who has been very vocal about his views on digitisation in India, “When you are heading an organisation like IBF, there are three things that we all need to look at. First and foremost is digitisation. It is the most fundamental thing that the industry requires and so we need to ensure that we engage with government and put the digitisation road map back on track.”

     

    The second is the carriage fees for both big and small channels, particularly for niche channels which are dying under the weight of this. He points out that the investment done by niche channels on content is totally destroyed because they don’t have the money. “Most of them are going bankrupt and carriage fee is the single biggest destructive influence on the industry. The key objective of digitisation was that it would expand carriage capacity and the carriage fees will get substantially reduced or would go away. That has not happened. We need to work on that,” he says.

     

    Thirdly, the foundation needs to make sure that the new government looks at broadcast as an important sector. “The government is genuinely reviewing it also,” he adds.

     

    The view at the IBF , currently, is that broadcast will play a huge role in the Narendra Modi government’s agenda of creating more jobs, creating more opportunities, entrepreneurship and wealth for people. “We as IBF want to take the plan to the government and tell them the way we can carry forward the government’s agenda,” says Shankar.

     

     With a view to benefit the industry and the customer, the foundation aims to work closely with all its synergies as well as other bodies like BARC India.   

  • Star’s youth-turn

    Star’s youth-turn

    From Tulsi to Sandhya to Yo Yo Honey Singh, the country’s oldest general entertainment channel (GEC), Star Plus, is definitely keeping pace with the changing tastes of viewers.

    A gamble for News Corp executive chairman Rupert Murdoch, when launched in 1992, has been churning out content, which has created enough and more loyalists. Be it the 2000 revamp, which saw the launch of ‘Kaun Banega Crorepati’ and the ‘K’ series led by ‘Kyunki Saas Bhi Kabhi Bahu Thi’ and many others or the current array of hits like ‘Diya Aur Baati Hum’ and ‘Yeh Rishta Kya Kehlata Hai’.

    So what is the secret ingredient for its success? “It’s the stories we tell,” says Star Plus general manager Gaurav Banerjee, who took charge in 2010 when the channel went through a second revamp.

    Star, over the years, has changed the way GECs told stories and made the characters a household name. Families sat together to watch the story of Tulsi and the Virani parivar. However, as the stories stretched, people’s interest diminished, giving birth to newer channels to proliferate and reasons to the strong team to move on.

    It is at this time that the channel again repositioned itself with ‘Rishta Wahi, Soch Nayi’ in 2010, which saw the birth of new characters and different and interesting stories.  In the last decade or so, viewers have evolved; as more women stepped out of their homes to work, the thinking changed as well. Keeping pace with this, the channel brought in the new “progressive bahus” of television.

    The most popular of them being Sandhya of ‘Diya Aur Baati Hum’, which went on air in 2011 and tells a story of a girl with aspirations married to an illiterate halwai and conservative in-laws. Banerjee believes that the channel has always come up with some of the biggest ideas. “It was ‘Kyunki…’ 15 years ago, today its ‘Diya aur Bati’.”

    Some of other shows launched with the new philosophy of the channel were ‘Pratigya’, ‘Sasural Genda Phool’, which died a natural death, while some like ‘Yeh Rishta Kya Kehlata Hai’ continue the successful run.

    “The times are changing, but even today the role of a family, especially the relationship between a saas and a bahu is an integral part of our society,” says Banerjee, who feels it would be wrong to call the channel, a saas-bahu channel. “In our stories, relationships are important but the characters are stronger.”

    In 2012, with ‘Satyamev Jayate’, the channel once again shook the industry by revamping the Sunday morning slot which no one dared to experiment with, after the success of ‘Mahabharat’ and ‘Ramayan’ on Doordarshan. The weekly show created and hosted by Aamir Khan highlighted social issues prevalent in India and discussed possible solutions.

    Star India CEO Uday Shankar has gone on record to say that he had called up James Murdoch and told him about the risk associated with SMJ because of the investment and he told him ‘we would live.’ The channel had invested Rs 4 crore per episode in season one, the amount unheard of then for a reality show. The series is now in its third season.

    As we move towards the end of 2014, the channel still continues to enjoy its number one position in the TAM TV ratings with a huge margin. In the week 42 of TAM TV ratings, it witnessed a huge hike and clocked 600,523 GVTs while Colors recorded 436,422GVTs.

    A year back, with shows like ‘Veera’, ‘Pyaar Ka Dard Hai Meetha Meetha Pyaara Pyaara’ and more recently, with ‘Yeh Hai Mohabbatein’ and ‘Ek Hassena Thi’, the channel has moved its programming strategy towards youngsters. The same was also donned by the actors and actresses during the 2014 Star Parivar Awards, who wore ‘modern’ outfits while thanking the channel going ‘younger’.   

    And now with the four new shows – ‘India’s Raw Star’, ‘Airlines’, ‘Nisha Aur Uske Cousins’ and ‘Everest’ – the channel is once again changing its programming strategy.

    Is Star Plus going younger?

     “Why shouldn’t we?” comes the prompt response from Banerjee who feels that with consumers’ tastes evolving, the channel which entertains the youngest democracy in the world, needs to change as well.

    The continuous effort to do something new and different has once again made the channel take a step forward to cater to the younger audiences. The now Balaji group CEO Sameer Nair, who is credited for the 2000 revamp of the channel, believes that if Star is moving towards catering the youth, then it is good. “One needs to move with time and Star has always been aiming to give the viewers what they want,” he adds.

    The channel, which has a strong in-house research team and associates with various agencies, is continuously conducting researches across the country to know what the viewers want. The recent studies tell that there is a certain section of youngsters who want to watch different stories, something that won’t put off the elders and can be enjoyed by the whole family.

    The research emphasised on today’s women who want more financial freedom and want a career; though marriage is important but that is not a priority anymore. It also highlighted that GECs weren’t reflecting that desire in their content.

    The channel informs that as per TAM data, 50 per cent of the total television viewership comes from women and only 10 per cent of this comes from the age group of 15 to 24. “We are already higher in this category as 16-17 per cent of our audience comes from within that age group, but we think there are still a number of women who don’t watch enough of Star Plus and we want to cater to them,” says Star India SVP Nikhil Madhok.

    The 10 second ad slot for the weekend properties ‘India’s Raw Star’ is touted at Rs 3 lakh while ‘Airlines’ is anything between Rs 80,000 and 1 lakh. The daily soap ‘Nisha Aur Uske Cousins’ is Rs 50,000 plus.

     “The viewers are giving us direction and as market leaders we have to lead that change,” says Banerjee.

    However, media planners say that though Star isn’t averse to experimenting and state the example of ‘Satyamev Jayate,’ they point out that GECs work on loyalty and Star Plus enjoys a huge following, but somewhere the shift is to tap in the youth segment so that the revenue doesn’t get impacted.

    Planners state that sometimes for a brand, ratings don’t matter but the TG does. Hence, they opt to be associated with channels or shows which are talking to that TG. They give the example of Tata Safari and ‘24’ on Colors.

    Banerjee dispels the argument and firmly says that the channel doesn’t need to change to woo advertisers. “We are not under any pressure, but we wish to change as the country is young.”

    But do planners believe that the change will impact Star’s brand equity? Maxus MD Kartik says, “I don’t think the move to go younger will impact the channel’s image or brand value because the core of the shows is still entertainment. They are not moving away from the brand’s identity.”

    On the other hand, brand consultant Harish Bijoor thinks that while the brand will alienate a set of its older viewers, the big segment to harvest is the young. “Indian demographics today do not necessarily go hand in hand with channel viewer profiles today. The audience is young. If one is to grow, one needs to harvest young viewership. Star Plus should go young in slots. A 50: 50 skew would work well for it.”

    The process of bringing out the best content isn’t simple. After numerous meetings with the best in the business as Banerjee says, pilots are shown to viewers to get their feedback as it is very important, so much so, that sometimes numerous set of viewers watch a particular pilot to tell the right story.

     “Fiction is our greatest strength and we make sure that we get all the elements right apart from the story. The settings, the actors all need to fit the story and it takes time before we put out a show for consumption,” says Banerjee. For instance, the channel worked on the finer details and concept for years on ‘SMJ’ and ‘Mahabharat’.

    Weekend programming head Ashish Golwalkar says that people have grown up watching their serials, but with time one needs to look at the current lot of youngsters. “Today a lot of youngsters think of Star Plus as a ‘mummy’ channel and if we didn’t change now, five years down the line nobody will be watching us,” opines Golwalkar.

    Banerjee along with his team, which consists mostly of 30 years-olds, put in a lot of effort to bring a variety on the channel’s platter. Research is an important part, but the team also depends on its understanding of the consumer as well as learning gained from its previous hits and misses.

    He doesn’t shy away from admitting the shortcomings of the channel. For instance, he agrees to the fact that with no innovation, the channel’s dance reality show, ‘Nach Baliye’, will not be able to grab the eyeballs in the future. Same goes for ‘MasterChef’ where the channel experimented with ‘Masterchef Junior’ and was able to make some headway. Banerjee proudly boasts about the channel’s biggest bet with mythological show, ‘Mahabharat’ which was aired in the 8:30 pm slot giving tough competition to Sab’s ‘Tarak Mehta ka Oolta Chashma’.

    For Madhok, while content on the channel has seen a change, the marketing too will soon have a changed approach. “Our main communication is our promo which gives us enough leeway to widen our approach and position. Also, since the TG (women between the age group of 22-25) which we are focusing on are very active online, hence, that will be our major catchment area,” says Madhok.

    It is very clear that Star Plus  doesn’t want to overlap with its youth channel, Channel V. “We want to cater to young women, not girls, therefore, the content will talk about marriage and relationships but the theme will resonate what is priority for these young women,” adds Madhok. In the past couple of years, the channel has already increased its digital spends from 5 per cent to 20 per cent.

    On social media, the channel lags behind Colors, which has more likes on Facebook and followers on Twitter. The channel has 6,233,082 likes on Facebook while Colors has 7,652,409 likes, Zee has 3,620,047 likes. On Twitter it has 335K followers while Colors has 395K and Zee has 153K followers.

    At the recently concluded MIPCOM 2014, 21st Century Fox co-chief operating officer James Murdoch said, “If we continue to innovate and lead in India, it will prove to be a game changer for us.” And moving ahead with this is Star India which is now gearing to lure the women in business suits.

  • A ‘Happy New Year’, this Diwali

    A ‘Happy New Year’, this Diwali

    The festival of lights, Diwali is here, signifying the victory of light over darkness, knowledge over ignorance, good over evil, and hope over despair.

    And as people gather to celebrate, the television channels have a special treat for viewers this Diwali.  

    Talking about the big bunch, Hindi general entertainment channels (GECs), Colors will run Diwali tracks across all its shows. The most popular characters Gutthi and Palak from Comedy Nights with Kapil will enter the Bigg Boss house and engage the contestants via a task. The winners/good performers will receive the Diwali gifts that have been sent by their family members. After Gutthi and Palak leave, the contestants will participate in a special fashion show where they will showcase their best ethnic outfits.

    In Beintehaa, Zain and Aaliya light up diyas to celebrate their first Diwali together and light crackers. Suraiyya gifts jewellery to her bahus. In Balika Vadhu, Diwali puja will be conducted in Udaipur and Jaitsar homes.

    One of the channel’s longest running show, Uttaran will have its own twists and tales. There will be a highpoint wherein Rani while bursting crackers finds herself trapped inside a burning house. When the fire is doused, they realise that Rani is missing. Overall, during Diwali, Meethi finds herself worried about Rani while trying her best to safeguard her from being sent to the brothel again.

    In Udann, Chakor ensures that a tempo of sweets and crackers comes to the village so that while she is celebrating Diwali in Lucknow, her parents and other people from her village will celebrate Diwali for the first time.

    With the festive season around the corner, Zee TV presents audiences with ‘Saat Din Khushiyon Ke’ – a Diwali special that will air celebratory content across all its primetime shows, giving viewers a chance to celebrate the festival of lights with their favourite actors.

     
    While Shah Rukh Khan celebrates Diwali on a special episode of Dil Se Naachein Indiawaale, a double dhamaka awaits one on Neele Chhatri Waale as Bhagwan Das runs into trouble with a jewellery shop on buying gold for his wife.

    In the popular show Aur Pyaar Ho Gaya, Raj and Avni re-unite and marry each other after a lot of trials and tribulations in a secret ceremony, away from home in Umargaon. On Jamai Raja, watch DD leave no stone unturned in making Sid and Roshni’s life miserable. She gives them the task of cleaning the entire house in preparation for Diwali, as they haven’t been able to pay the rent.

    Not to forget the digital side to it. While some will spend quality time with their families this Diwali, for those unable to visit their families back home, Zee gives them an opportunity to wish them on national television!

    Viewers can send in their wishes and messages from 23 – 25 October, through Facebook and Twitter and Zeetv.com/Diwali and win a chance to have their messages displayed on television.

    Not to be left behind, the sister channel of Sony Entertainment Television (SET), Sab, will telecast ‘Sab Ki Diwali Party’ on 22 October at 9pm. It will see a fantabulous congregation of television artists that celebrate the festival of lights and harmony with great festivity. Bundled with power-packed performances by leading television actors from different verticals, it will witness the Sab family coming together with more actors to create a magnanimous event replete with dance performances and melodious music.

    The show is woven into a story where the Badi Dooooor Se Aaye Hai star-cast invites various celebrities from Sab family and others such as Mouni Roy, Kritika Sengar, child celeb – Akshat and more to usher the Diwali festival together to enhance the joy of this momentous and auspicious occasion.

    Moreover, Gokuldham society members (from Taarak Mehta ka Ooltah Chashmah), are all set to celebrate the festival of lights amongst themselves. The residents get a unique idea to invite the king of Bollywood romance Shah Rukh Khan who comes to promote his upcoming movie – Happy New Year which hits the screens on 24 October.

     

    In celebrating this festival with audiences Big Magic presents the Big Diwali Special, a one hour festive spike on 20 October from 8-9 pm. The programming offering will see artists from across the shows of Ajab Gajab Ghar Jamai, Mahisagar and Raavi come together on the comic caper Uff! Yeh Nadaniyaan ensuring audiences have their dose of laughter during the celebrations.

    Adding spark this the festive, popular names like Upasana Singh, Himani Shivpuri, Sumit Vats and Vandana Pathak will be seen rejoicing the Diwali Mohatsav with the Nadaan Family. This extravagant celebration will provide an assortment of fun, entertainment, humour and laughter for all the loyal patrons.

    Reliance Broadcast Network COO Lavneesh Gupta believes that Diwali being the most celebrated festival in India and especially across the HSMs becomes an obvious and natural opportunity for us to connect with audiences and marketers.

    “Our hour-long Diwali special, is crafted to ensure entertainment sensibilities of our audiences are met, will deliver the perfect blend of entertainment riding on the pegs of humuor and the festive spirit. Adequately marketed, the special is another offering that strengthens connect. ”

    If you thought GECs were the only ones in the fray, think again. Movie channels too have added their own flavour of entertainment.

    &Pictures looks to give viewers something to dance about with the world television premiere of Mad About Dance on 23 October at 8 pm. This is part of the ‘Mad About Pictures’ Film Festival property that the channel is running.

    Zeel deputy business head, Hindi movie channels Ruchir Tiwari states: “We are pleased to premiere the World Television Premier of Mad About Dance, a film that is a complete entertainment package for all and an inspirational film for the youth. With a single-minded thought of bringing families together this Diwali, the film will make it more festive for our viewers.”

    Movies OK will reward its viewers with ‘Karo Diwali Share’ contest wherein audience has an opportunity to win Snapdeal e-vouchers worth Rs 10,000 and buy exciting Diwali gifts daily. Similarly, Star Gold too offers a Diwali Maha bonus, giving viewers a chance to daily win exciting prizes like home theatre, microwave, dishwasher, split A/C, refrigerator, bike and more. The grand prize to be won on the 24 October will be a car.

    Music channels are not shying away to celebrate the festival of lights in a big way. Vh1 brings to you the biggest contemporary chartbusters with a hand-picked compilation of a golden playlist. The playlist will feature the best international videos to cherish the festive season on 23 and 24 October from 8 am onwards.

    9X Jhakaas, the Marathi music channel, is celebrating Diwali in a unique way, with the kids from The Vatsalya Foundation orphanage. To give kids a Dream Diwali experience, it has partnered with actor and comedian, Siddharth Jadhav and Camlin India. As part of this initiative, Jadhav will spend an entire day with the kids spreading smiles with food, games and also some by gifting them super cool merchandise from Camlin India.

     

    Moreover, it will capture these moments and air them on the Channel as a special treat for the viewers, encouraging them to do their bit for the society. These episodes will air on 23 and 24 October at 11 am.

    Speaking of this CSR Initiative 9X Jhakaas vice president Rohan Rane says, “This Diwali we have decided to share this festival with the less fortunate kids through our initiative Jhakaas Dream Diwali. Through this initiative the channel is partnering with NGO’s to bring cheer and joy to the kids and fulfil their basic requirements or educational needs. We are grateful to our partner Camlin India and Siddharth Jadhav who have made this effort successful.”

    9XE will have a Diwali special with Shah Rukh Khan in a special interview with beat boxer Vineeth Vincent.

    9X Media chief programming officer Amar Tidke says, “Right from the Channel identity, which has a cool Rangoli treatment, to a Phataka Playlist specially curated to spread the festive spirit, the channel is enhancing the music viewing experience. Our popular animated characters – Bade, Chote, Bheegi Billi and Betel Nuts are celebrating Diwali in their own style by pulling a fast one on each other. Another of our popular features – ‘Do Pal Ka Interval’ a Bollywood parody, is based on the biggest box-office Diwali release.”

    The channels catering to the younger audiences doing their bit; Cartoon Network and Pogo bring the team of Happy New Year to the small screen.

    Celebrations full of masti had already taken off on 18 October with the entire cast who had featured with Oggy and the Cockroaches in a special titled Oggy aur Indiawaale. It was based on the theme of the movie – life gives every loser a chance to be a winner.

    Happy New Year’s Indiawaale also teamed up with India’s biggest superhero Chhota Bheem in a special titled Bade Dilwaale Bheem aur Indiawaale that saw its premiere on 19 October at 12 pm on Pogo. It featured what draws similarities between Indiawaale and Dholakpurwaale and bring out how different people can come together to achieve a common goal for a good cause.

    Pogo is also adding sparkles to Diwali with a line-up of movies and specials such as The Adventures of Sinbad, Chhota Bheem ki Baazi, Bheem Tussi Great Ho! and many more from 20 to 26 October at 12 pm.

    Moreover, it is gifting kids a chance to be a superhero with Chhota Bheem in his next movie! All kids have to do is participate in the ‘Be A Superstar’ contest from 20 to 26 October at 12 pm and answer the contest questions. There are many more exciting gifts to be won every 15 minutes.

    Last but not the least, Nick has something special for kids on Diwali with the release of the movie ‘Motu Patlu Kungfu Kings’ at 12:15 pm on 23 October.

     

  • Shah Rukh Khan inaugurates the new identity of ABP News SBS at Telebrations

    Shah Rukh Khan inaugurates the new identity of ABP News SBS at Telebrations

    MUMBAI: In a star studded evening, ABP News Saas Bahu aur Saazish, the No.1 show of Indian Television News celebrated its 10 year of leadership and revealed the new identity of the program. Right from King Khan- Shah Rukh Khan to leading actress Deepika Padukone, to Abhishek Bachchan, Sonu Sood and Vivaan Shah together with famous faces of Indian Television like Karan Patel, Nia Sharma, Rashmi Desai, Neelu Vaghela etc. inaugurated the much awaited identity of Saas Bahu aur Saazish.

    On this big day, the SBS 10th year evening witnessed hundreds of Television Stars coming together to a glorious evening, wherein the industry, together, felicitated 10 Impact makers of Indian Television. These awards are bestowed to those whose contribution to Indian Television industry is par excellence and they with their zeal and hard work have done path breaking, trend defining work for years. These 10 big stalwarts who received the coveted “Achievers awards trophy 2014” were Annu Kapoor, Prem Krishen/Sunil Mehta, Cineyug (Mazhar Nadiadwala/ Aly Morani), Ali Asgar, Dilip Joshi, Neelu Waghela, Shivaji Satam, Sandip Sikand, and R.D Tailang.

    On the occasion, Ashok Venkatramani, CEO, MCCS India said “Saas Bahu Aur Saazish is the program which has become the household name among Indian woman. 10 years back when we started SBS, the idea was to report all the crucial happening of soap operas which at that time were beginning to engulf the Indian audience. Today with the new identity launch, we are looking forward to become more sharper in our reporting and reach to our SBS Family. On the 10th year of Telebrations, we would like to thank entire entertainment industry, our viewers, and partners who have been supportive throughout. We look forward to provide entertaining content along with keeping the values of reporting alive”

    The team of Happy New Year, who were also the film partner of the Saas Bahu aur Saazish Telebrations, were completely enamoured by the show. Shah Rukh Khan said, “Saal ki Sabse Entertaining Film, Mil rahi hai Saal ke Sabse Entertaining Program se” (This year’s most entertaining film is meeting the most entertaining program of Indian television”) and hence the celebrations is on the card. Shah Rukh along with his complete co-stars (Deepika Padukone, Abhishek Bachchan, Sonu Sood, and Vivaan Shah) called many TV stars on stage and gave them multiple dares including tongue twisters, Dance like Vivaan, speak like Abhishek Bachchan. The highlight of this segment was Deepika Padukone making the leading ladies of Indian soap operas dance on her peppy number “main Lovely ho gayee yaar” thus taking the audience to a huge uproar.