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Tag: Pradeep Hejmadi

  • Zee TV pitches new show ‘Kaala Teeka’ in 7 pm slot

    Zee TV pitches new show ‘Kaala Teeka’ in 7 pm slot

    MUMBAI: Zee TV is pitching its new show – Kaala Teeka in the early prime time slot of 7 pm.

    The show, which goes on air from 2 November, will be vying for viewer’s attention at 7 pm on weekdays along with shows on other Hindi general entertainment channels (GECs) like Saath Nibhaana Saathiya on Star Plus, Thapki Pyar Ki on Colors, Crime Patrol (repeat) on Sony Entertainment Television, Bhabhi Ji Ghar Par Hai on &TV, Taarak Mehta Ka Ooltah Chashmah (repeat) on Sab TV and Savdhaan India – India Fights Back on Life OK.

    Kaala Teeka replaces Tum Hi Ho Bandhu, which was launched earlier this year in May.

    Speaking about the new show’s time band, Zee TV business head Pradeep Hejmadi said, “It is very important to make sure that we get strong and good concepts on-air across various time lines. We are not opening a new time slot. We had programs in the 6 pm band andTum Hi Ho Bandhu was already there at 7 pm. Therefore there was a lot of consumption during the 7 pm slot.”

    Strong competition for Kaala Teeka will come from Star Plus’ Saath Nibhaana Saathiya. A senior media planner on condition of anonymity said, “Star Plus is the number one channel among the top five channels in the Hindi GEC and its shows in the time band of 7- 8 pm are doing really well. The channel’s prime time show Saath Nibhaana Saathiya is among the top five programmes in the same genre.”

    Produced by DJ’s Creative Unit, Zee TV’s attempt is to break the shackles of age-old superstitions with the new show.

    DJ’s Creative Unit producers Tony and Deeya Singh said, “Kaala Teeka says a big no to bigotry and urges people to broaden their horizons and ignore outdated superstitious beliefs. In showcasing the journey of Kaali and Gauri, we’re trying to create awareness about certain age-old, redundant practices and superstitious beliefs that are unfortunately still prevalent in India.”

    “We have a stellar cast on board with Mita Vashisht, Daljeet Kaur and Bhupinder Singh playing pivotal roles and two adorable girls playing Kaali and Gauri. We hope to deliver an important message through the show in the most entertaining, engaging manner,” the producer duo added.

    With the show, the channel is not just targeting the rural market but focusing on the entire nation. Using a 360 degree marketing campaign, the channel is largely going on-air as the electronic medium works best.

    Speaking on the recently released rural ratings data by Broadcast Audience Research Council (BARC), Hejmadi said, “It is too early to jump to conclusions like the ones that we have arrived on already. When all the data comes out, only then will we be able to understand it. The audience keeps emerging and we have to understand the audiences. Since it is a new territory, we have to understand consumption behaviour and do more visits in rural areas to understand the figures.”

    He further went on to add, “Our aim is to find the LCM (least common multiple) of content and the content, which will work across all the markets because Zee is an international broadcaster. So, we don’t split the country in our shows. Our shows are not targeted at just the rural areas. There will be equal throw of concepts. Therefore our campaign is to focus nationally, not only in rural. We are not going to individual markets with this product. If the off track is lower in some markets, then we will plan tactical marketing. Currently, we are building awareness for the show.”

    Kaala Teeka, is the story of two young girls whose lives are entwined by an act of superstition. The show captures the journey of a girl child Kaali who is treated as a human Kaala Teeka for another child Gauri and is expected to shadow her everywhere for the well-being of the latter. The show captures a worst form of superstitions – personification. It showcases Kaali’s journey of hope as she overcomes these challenges and enables Gauri to find her true self. She also reaches out to her own aspirations and ambitions in life and becomes an inspiration to others.

  • Zee shifts ‘Satrangi Sasural’ to 6 pm; paves way for ‘Ye Vaada Raha’ at 10 pm

    Zee shifts ‘Satrangi Sasural’ to 6 pm; paves way for ‘Ye Vaada Raha’ at 10 pm

    MUMBAI: Come 21 September and Zee TV will be re-jigging its programming line-up as it readies to launch a new show in the 10 pm prime time slot. The channel has pushed its erstwhile 10 pm show Satrangi Sasural to 6 pm now to make way forYe Vaada Raha.

     

    Additionally, Satrangi Sasural, which was aired five days a week from Monday to Friday at 10 pm, will now be aired six days a week from Monday to Saturday at 6 pm. The new show Ye Vaada Raha will be aired from Monday to Friday at 10 pm.

     

    In a bid to fortify its 6 pm time band, come 21 September Zee TV will also be introducing some twists and turns to Satrangi Sasural. The show will enter a new phase after a leap of five years, where viewers will see a new chapter unfold in the lives of the Vatsal family.

     

    Zee TV business head Pradeep Hejmadi said, ”Satrangi Sasural has performed extremely well at 10 pm and has a dedicated viewer base. The objective behind the move is to expand our overall content offering, fortify the 6 pm band while we introduce another promising show with a fresh concept that is male inclusive and has an urban skew – Ye Vaada Raha at 10 pm.”

     

    Post leap, the Vatsals will be seen leading an ordinary life and struggling to make ends with a loss of fortunes. New characters will also be introduced in the storyline.

     

    On the other hand, the new show Yeh Vaada Raha, which is produced by Trishula Productions, explores a unique bond of two young souls. Hejmadi said, “Ye Vaada Raha with its fresh concept captures the purity of a promise and bound to appeal to the sensibilities of these target groups, while also retaining existing viewership.”

     

    Yeh Vaada Raha concept creator Vivek Bahl said, “Yeh Vaada Raha explores the innocent world of Kartik & Survi. They may appear to have precious little in common being born a decade apart, yet they form a bond so strong that Survi will always look out for Kartik, and he, in turn, will go all out to protect Survi from the big, bad world at all times. It’s a show set in Mumbai and the central characters are Maharashtrians, so we’ve looked into the finer aspects of getting the cultural nuances and tonality right. We look forward to a great response from the audience.”

     

    The show has a distinct flavour of Maharashtra’s rich and vibrant culture. Playing a pivotal role in the show, actor Rinku Karmakar returns to television after a gap of nearly two years. The lead protagonist Kartik is played by Ankush Arora, who makes his debut as a lead on television with this show, while child artist Roshni Walia plays the role of Survi.

  • Zee’s ‘Tashan-E-Ishq’ set to take on competition at 8 pm

    Zee’s ‘Tashan-E-Ishq’ set to take on competition at 8 pm

    MUMBAI: Come 10 August and the popular Balaji Telefilms’ Jodha Akbar, which ran for a period of two years on Zee TV will make way for the new show Tashan-E-Ishq.

     

    Armed with a modern concept of love, the show has a fresh look with three main leads.

     

    The new show will be telecast from Monday to Friday at 8 pm and will be competing with other shows like Tu Mera Hero on Star Plus, Sankatmochan Mahabali Hanuman on Sony, Ek Nayi Ummed: Roshni on Life OK and Bhagyalakshmi on &TV.  

     

    Zee TV business head Pradeep Hejmadi said, “Before finalizing the concept, we went through a lot of research and carried out consumer surveys. It was only after a round of pilot testing that we finalised the story and the characters.”

     

    With a Punjabi backdrop, it took over a year to finalize the show’s look and feel. The story revolves around two Punjabi industrialist families and their rivalries but with a twist of love by the youngsters of both the families.

     

    While both Jodha Akbar and Tashan-E-Ishq have a backdrop of love, Hejmadi stressed on the fact that both stories were different. “Tashan-E-Ishq is not meant to compete with Jodha Akbar. It was a love story and while Tashan-E-Ishq is also a love story, the message is very different,” he said.  

     

    Speaking on how the channel plans to get viewer traction on its show, Hejmadi said, “Every channel has its own strategy to groom its show or evaluate shows for slots before launching. For us, it’s critical to understand the texture of the audience through the day and based on that we envisage on how we want to migrate the audience on our channel.”

     

    With broadcasters upping their digital game, most of their programming content is now also available on their respective over-the-top (OTT) platforms. And Zee TV is not an exception. The channel has put out all of its content on its OTT platform Ditto TV. What’s more, Zee is using Ditto TV for consumer research and to understand what they like. Hejmadi said, “Digitization is happening since a long time in India and we are just using the digital platform to understand the market. However, in terms of creating content, it’s too early to do that for the digital platform.”

     

    Speaking on advertisers’ response to the new show, Hejmadi said, “Advertisers have liked it. However, we have largely focussed on consumers with our shows. The advertiser only gauges on the show’s content.”

     

    Marketing plays a vital role for its show to be successful and while Tashan-E-Ishq has a tinge of Punjabi flavour, it has been marketed pan India. With a target group of 25 – 50 years, Zee is going conservative by marketing the series primarily on the television medium. “We are concentrating more on to television rather than outdoor or digital marketing because our target audience is on television. Secondly, we will also look at a burst on the print media.”

  • Zee TV slots pre-Independence period drama at 9.30 pm

    Zee TV slots pre-Independence period drama at 9.30 pm

    NEW DELHI: Zee TV is all set to replace its existing 9.30 pm prime time show Qubool Hai with its new magnum opus Ek Tha Raja Ek Thi Rani, which will showcase the lifestyle of royalty in pre-independent India against backdrop of history. Debuting on 27 July, the show will air from Monday to Friday at 9.30 pm.

    With this, Qubool Hai will move to 7:30 pm slot, further fortifying the early primetime band.

    Zee TV generally spends four to five per cent of the budget of any series on marketing and advertising the show and will do the same this time round too.

    Speaking to indiantelevision.com Zee TV business head Pradeep Hejmadi said that while the amount of money being spent on Ek Tha Raja Ek Thi Rani will be more or less the same as in previous programmes, it may be lower percentage-wise as the budget of the show is much higher.

    The show is being presented by Kelloggs and is being promoted across all television channels including the Zee network, and in other forms including newspaper advertisements and hoardings.

    What’s more, with an aim to pull in a new set of audience comprising mainly the youth, which is interested in history, Zee is also looking at marketing the show aggressively on the digital medium.

    Talking about the show, Hejmadi said, “Even when it comes to genres such as history and mythology, a most fascinating period that remains unexplored by Indian television is the pre-Independence era. This vibrant period of India’s history that saw a great upheaval also saw intense drama unfold in the lives of the royalty of the princely states. Behind empty walls of grandeur and fake displays of splendour was hidden the truth of erosion of wealth, insecurities, succumbing to British dominion, depression and bankruptcy. Ek Tha Raja Ek Thi Rani is a story of love set against this most interesting canvas. It aims to give viewers an up close and personal view of the lifestyles and some of the most closely guarded secrets of the rich and royal of the 1940s. It is a work of fiction that draws inspiration from the lives of the royalty of that period.”

    Referring to why the series had history as a backdrop and not as the main peg, Hejmadi said, “Today’s generation is aware of history in terms of the Quit India movement etc. but not so aware of the way the royalty of the time lived and their mysteries. There has been an increased interest from the younger generation in the country’s history, and so the backdrop of the show had been placed in history amidst the World War and the freedom movement even though the story has been based on a fictional love story.”

    Hejmadi admitted that in view of the high budget on the series and opulence of the sets, the ad space had been sold at a premium rate. 

    The show has been produced by Sphere Origins’ Sunjoy and Comall Wadhwa along with Nilanjana Purkayastha.

    Since the series is based in the 1940s, a replica of a grand palace was constructed by 300 workers in a space of 19,000 sq ft and the entire work from sketches to actual set had taken over six months.

    Sunjoy said, “The idea has been to look back at a glorious period of history for inspiration and churn out a timeless masterpiece that will entertain and enthrall TV audiences. The most daunting task at hand has been the re-creation of the pre-Independence era and the majestic lifestyles of the kings and queens of the princely states. Enormous research has gone to ensure authentic representation of the era and to create magic on screen. We have on board an ensemble of extremely impressive actors who beautifully fit the parts they are playing. The show will definitely turn out to be a clutter-breaker and hopefully, the biggest fiction show of the year.”

    Producer Wadhwa said that great effort had been made to not just create the ambience, but use the kind of apparels, jewellery, cutlery, vehicles and art work amongst other things from that era. 

    Wadhwa added that the show was set against a fascinating backdrop of the lifestyles, motivations, hopes, aspirations, insecurities and the mysteries that shroud end the Indian royalty of the 1940s.

    The show’s cast includes Siddhant Karnik and Dhrashti Dhami in title roles, Anita Raj, Surekha Sikri, National award-winning actor Darshan Zariwala, Moon Bannerjee and Akshay Anand.

    The grand palace constructed on the outskirts of Mumbai for Ek Tha Raja Ek Thi Rani is one of the most expensive sets in the history of Indian television. The palace has a façade inspired from the famous Baroda Palace and is also, currently, the only waterproof set for a TV show.

    Additionally, the cast and crew has also shot extensively in the palaces of Rajasthan.

  • Zee TV wraps up ‘Jodha Akbar’ after two year run

    Zee TV wraps up ‘Jodha Akbar’ after two year run

    MUMBAI: Zee TV’s consistent slot leader TV series – Jodha Akbar is all set to bid adieu in August after a journey of two years.

     

    Produced by Ekta Kapoor’s Balaji Telefilms, the show had Rajat Tokas and Paridhi Sharma in lead roles.

     

    Zee TV business head Pradeep Hejmadi said, “Jodha Akbar is a marquee, brand-defining property that has propelled the channel to new heights. It is a tent-pole show that generated immense advertiser interest. Over the course of its glorious run, it connected very well with the audiences as it explored aspects of Jodha and Akbar’s relationship that not many were privy to. In its final leg now, it will generate tremendous audience traction as viewers are bound to tune into the grand culmination of this iconic love story.”

     

    Talking about her journey, Sharma, who played the role of Jodha said, “It’s been a very fulfilling journey to play Jodha. This show has made a household name and a well-recognized face. I am thankful to all our fans for showering us with immense love and adulation. I have loved every bit of this journey and I am going to sorely miss shooting for the show. No matter which part I play in future, I know for a fact I will always be remembered as Jodha.”

     

    Tokas added, “I have thoroughly enjoyed playing the part of Akbar. It wasn’t easy as I had to study a lot about that era, specially the personality traits of this iconic historical figure. I am grateful to all our fans for their love and support and making this show a stupendous success. Playing the role of Akbar, I have grown as an actor and I would like to thank the entire cast, crew and the channel for being a part of this enriching journey.” 

     

     

  • Zee TV readies stage for DID season 5

    Zee TV readies stage for DID season 5

    MUMBAI: The passion, frenzy, camaraderie, rehearsals, victories, disappointments, and above all the spectacular talent is back as the biggest battle for the coveted title will soon begin.

     

    Hindi general entertainment channel (GEC) Zee TV is back with its flagship dance reality show – Dance India Dance (DID) season5, starting 27 June.  Produced by Essel Vision Productions, the programme will air every Saturday-Sunday at 9 pm.

     

    Re-designing the format this season, DID will present itself in the form of the ‘Biggest Battleground of Dance’, where each participant will scale new horizons of perfection, poise, presence and grace and challenge the others to #BeatThat.

     

    To groom and hone the talent is an all-new trio of masters who bring with them the renewed vigour of youth, an undying passion for dance and many years of training as dancers and choreographers.

     

    The panel includes DID season 4 judge and choreographer Mudassar Khan, Gaiti Siddiqui, who has been a coach and creative guide for countless DID stars over the years and DID season 2 finalist Punit Pathak.

     

    The trio will each mentor a group of contestants and polish their skills through rigorous training, workshops and choreography that push their limits. While actor Mithun Chakravarty will guide and motivate contestants as the Grandmaster, Jay Bhanushali returns as the host.

     

    Essel Vision Productions business head Akash Chawla believes that it was high time for the channel to re-design and break the predictability of the format. “There have been four seasons of DID so far. Not just that, we had sub-franchises like DID Super Moms, Lil Masters, not forgetting the other dance reality shows which came up after DID. From an audience point of view, we thought this was the right time to break the predictability of the format, thus surprising audiences with something which they might not even expect from the show,” he adds.

     

    Zee TV business head Pradeep Hejmadi says that he wanted to get the GenNext as masters for better connect with participants and audience. “With the young masters, you can actually create that kind of language and chemistry,” he reasons.

     

    The 15 week season will see weekly eliminations basis the judge’s scorecards till it gets its top 10, after which the junta will decide  who amongst their favourite contestants will be the winner.

     

    Chawla further explains that it is just not an overnight job but takes six-eight months of hard work before the show goes on-floor. A nationwide hunt to scout for India’s most talented dancers began earlier this year across 17 cities including Mumbai, Delhi, Indore, Ranchi, Guwahati, Raipur, Siliguri, Chandigarh, Dehradun, Bhubaneshwar, Jaipur, Patna, Lucknow, Kolkata, Bengaluru, Nagpur and Vadodara.  Contestants underwent layers of screening and finally the most deserving candidates were hand-picked.

     

    Moreover, apart from physical auditions, talent was picked from other mediums as well like digital, dancing schools, talent scouting agencies etc. The channel has canned the auditions round and is on its way of shortlisting its top 16 contestants.

     

    “When we go to small towns, participants come and tell us that while they have the option to opt for the numerous dance reality shows on other channels, they wait only for DID. At times it is very difficult to disqualify contestants. The talent this time will speak for itself,” opines Chawla.

     

    According to Chawla, it is not just about the hard work but also those hard calls, right from changing the format to getting new masters which makes or breaks a show. “These are not simple calls because you have already tasted success. People already know Geeta, Remo and Terence as masters of DID, so the first shot with new masters while is scary, it is also exciting. For people working behind the camera, the success of the season will be determined by how the new masters are accepted,” he adds.

     

    The show has envisioned three core elements i.e level of dancing, level of training and the new format. Chawla opines that the format of the non-fiction indigenous talent hunt shows which the Indian market produces is not handled in the best manner.

     

    “If you look at the International formats or those formats which are acquired for Indian audiences, the core of the show is to keep alive the entertainment and surprise quotient. And therefore with this one, we not only have tried to change the format but have put a lot of rigor and hard work with the available international learnings that we have had across the years to build a format which we believe will get on to the international platform.”

     

    This season, the channel plans to give talents an opportunity to perform at the global platform post the show. Chawla points out that one of the key selection criteria this season was to see if contestants have the courage to compete with international performers. “Even if the talent is raw and ready to learn, we believe in giving them a chance. The masters are there to polish the talent in contestants,” he says. 

     

    DID has always been a property that has not just fetched good numbers for the Zeel flagship channel, but also attracted good ad revenue. According to sources, the property is expected to earn Rs 90-95 crore this season.

  • Zee TV ropes in Star’s Rohini Singh as head of commissioning

    Zee TV ropes in Star’s Rohini Singh as head of commissioning

    MUMBAI: Zee TV has got on-board Rohini Singh as the new head of commissioning for the channel, who will be responsible for developing fiction content for Zee TV.

    The move comes in the wake of Zee TV programming head Namit Sharma’s departure from the company recently.

     

    Singh comes on board from Star Plus where she headed the fiction content development division since 1998.

     

    Zee TV business head Pradeep Hejmadi said, “Rohini has an exceptional track record for delivering outstanding drama. Her work speaks for itself and is driven by her passion for writing and storytelling. Her focus is always on recognizing and developing projects based around strong ideas with the potential to engage and entertain audiences. With her vast experience, Rohini will bring the very best from the established and emerging writers talent pool to Zee TV.  Known for its original and differentiated dramatic range and quality, Zee TV has scored some notable successes recently and Rohini is the right person to take it on to a new level. She and Charu Singh (head – fiction) will make a formidable team.”

     

    Singh said, “I look forward to steering Zee TV into the future and building on its success as it continues to be the home of the most original storytelling across a range of drama that is unique to it in the rapidly changing Indian television landscape. I am most excited to have this opportunity to commission and make entertaining, popular programmes for Zee TV audiences. We aim to make programmes that people watch and talk about in equal measure, and that’s a challenge I look forward to.”

     

    Singh has previously worked with TV 18 and was also part of many projects including Bhanwar (Sony TV) and Haadsa (Sab TV) from 1998 to 2000. She has also worked with brands like BBC (Jasoos Vijay), Twenty Twenty TV Company (Kaajjal – Sabbki Aankhon Mein Basi, on Sony and Darna Mana Hai) and Cinevistaas (Dilll Mill Gayye on Star One).

     

    She then joined Star Network and handled shows on Star One (Dill Mil Gayye, Milley Jab Hum Tum, Geet- Hui Sabse Parayi amongst others. She was responsible for the concept development of Geet, Pratigya, Maryada.  

     

    As head of Star Plus, fiction content development division, she spearheaded and launched shows like Iss Pyaar Ko Kya Naam Doon, Ek Hazaaron Mein Meri Behna, Pyaar Ka Dard, Veera, Arjun, Kaali, Saraswati Chandra, Meri Bhabhi, Ek Ghar Banaoungaand Iss Pyaar Ko Kya Naam Doon 2.

     

  • Zeel repackages content; dubs two Marathi shows in Hindi

    Zeel repackages content; dubs two Marathi shows in Hindi

    MUMBAI: In a first of sorts in the Indian broadcasting space, Zee Entertainment Enterprises Ltd (Zeel) will be dubbing two of its Marathi language shows from Zee Marathi for its Hindi general entertainment channel (GEC) Zee TV.

     

    The two shows are Julun Yeti Reshimgaathi and Eka Lagnachi Teesri Goshta, which have been titled as Mohe Piya Milenge and Mile Sur Mera Tumhara respectively for Zee TV. The shows will be aired at 5 pm and 5.30 pm respectively for five days a week. 

     

    Zee TV business head Pradeep Hejmadi says, “These are Zeel IPs and we tested all the stories, which have been sitting in our library in terms of appeal in the Hindi market. What we found is that there are very interesting connects of these stories in the interim.”

     

    The channel activated the dead early prime time slots, as it is confident of a positive reaction from central India on the shows.

    However, Hejmadi is of the opinion that sans any time period, these shows nonetheless have their own run pattern. “We will be looking at sustaining the 5 – 6 pm time band eventually with original programming as well,” he informs. 

     

    Additionally, as the eighth season of the Indian Premier League (IPL) draws to a close on 24 May, Zee TV will be launching a set of shows with new concepts. “With our weekday and weekend bands performing quite decently and our promise of always re-inventing ourselves, we have a slew of new shows lined up to roll,” says Hejmadi.

     

    Not expecting any nasty surprises when Broadcast Audience Research Council (BARC) rolls out its new television ratings system on 29 April, Hejmadi believes that it is unlikely that industry will witness any major change. “Let’s not forget that the geographies and the methodologies that are being used by BARC are the same. What it should probably allow is greater grid terms into the data. Otherwise I don’t expect any earth shattering figure changes especially for a channel like our size and scale, which appeals to a large audience base.”

     

    The channel has already started rolling out its new slate of shows. First up, on 27 April it launched Zee Rishton Ka Mela, a tactical short drama 10 episode series planned against the backdrop of a vibrant fair. The series will have a run-away bride Dipika, who enters a fair where she meets eight other women including Zee TV’s popular iconic yesteryear faces. 

     

    Once the two-week series comes to an end, the channel will launch a show titled Tum Hi Ho Bandhu Sakha Tum Hi. Produced by Shashi Sumit Productions, it will hit television screens from 11 May and will air from Monday to Friday. The show explores dynamics of a modern day joint family. 

  • Zee TV programming head Namit Sharma quits

    Zee TV programming head Namit Sharma quits

    MUMBAI: Zee TV programming head Namit Sharma has called it a day at the organisation after a stint that lasted a little more than a year.

    According to information available, Sharma put in his papers earlier this week and his last day at the organisation will be 8 May, 2015.

    In the interim,Zee TV business head Pradeep Hejmadi will be overseeing the programming at the channel till such time that a replacement is found.

    Confirming the development to Indiantelevision.com, Sharma says, “I’ve decided to move on from Zee TV and explore other opportunities.  I am happy that during my stint at Zee TV we have seen significant success with distinctive programming concepts in an extremely competitive genre. The last 14 months have been an incredible experience working with some of the best talent in the television business.”

    He further adds, “I am happy that our audience has reacted well to innovative content like Kumkum Bhagya, Jamai Raja, Neeli Chatri Waale and the recent DID Super Moms Season 2.  I have worked with a great team here and am confident that they’ll continue to lead the channel to even greater heights. As I complete 20 years in the entertainment business, it’s time to look forward to newer challenges.”

    Prior to joining Zee Entertainment Enterprises Ltd (Zeel) in February 2014, Sharma was Wizcraft Television and Films business head and chief creative officer. He had replaced Ajay Bhalwankar at Zee, who had quit to join Sony Entertainment Television (SET) as chief creative officer.

    As yet undecided on his next career move, Sharma will be taking a small mid-career break. “Honestly there are no plans as of now. But I will definitely be in the television business,” he informs.

  • “Broadcasters need to stop relying on advertisers for revenue”: Sameer Nair

    “Broadcasters need to stop relying on advertisers for revenue”: Sameer Nair

    MUMBAI: Broadcasters need to stop relying solely on advertisers as their main source of revenue. Moreover as digitisation reaches the third phase, it is imperative to for them to come up with new content strategies.

     

    A FICCI Frames session moderated by media analyst and columnist Vinita Kohli Khandekar saw an aggressive discussion by top level media and broadcast executives on the future of content creation keeping in mind the emergence of digital platforms.

     

    The panel comprised Balaji Group CEO Sameer Nair, Disney India VP and content head Vijay Subramanium, Reliance Broadcast CEO Tarun Katial, Zee TV business head Pradeep Hejmadi and Star Plus GM Gaurav Banerjee.

     

    There are approximately 815 channels, which places India amongst the top five video consumers of the world and it is crucial to have varied and captivating content, which caters to the need of the viewers. The biggest question that arises from the scenario is – What should be changed to make better content?

     

    A pertinent point raised by Nair was that channels need to cut down their dependence on advertisers as their main source of revenue and find alternate sources in order to dish out quality content.

     

    Nair asserted, “The content we have been producing is often termed as trash, which in reality is not because we all remember the content and no one remembers trash. We are a growing industry and content takes time to transit. We have to give it the necessary amount of time as a sudden transition may lead to confusion. Some years back there were 25 million TV homes and now we have 100 million homes. This proves that we are growing. Like every business, content is dominated by economics. We need to stop our heavy reliance on advertisers. Our need to earn high ratings is because of advertiser pressure and that is what is stopping us from aggressively experimenting with content. We need to start discovering other sources of revenue.”

     

    Talking about the necessities, Banerjee added, “A lot has changed from where we were a few years back. We are a lot more ambitious from what we used to be. The budget for a half an hour fiction show has risen from Rs 7 lakh– 8 lakh to Rs 15 lakh– 20 lakh and that speaks volumes. Television industry’s biggest power is its reach. We reach twice the audience of the biggest viewed film release and hence with the reach comes responsibility, which we should not forget, while making content. The need of the hour is devoting more time and money to research and development. We need to research in depth before putting up any content as it might have its repercussion and have socio-economic fabric of our nation..”

     

    During the course of the discussion, an issue that was constantly debated was whether films or TV shows make for better content. Firmly defending TV content over films, Banerjee said, “We should have a more distinguished measurement phenomenon when it comes to cinema and we should also not forget the fact that the number of screens is shrinking. There are a lot of opportunities to improve and no reason to rate films over TV content as of now.”

     

    Supporting Banarjee’s opinion, Katial added, “Films in recent times have lost their purpose and contribute very little in creating a social impact.”

     

    “What comes from the production house is just a one line concept and the channel gets into it and executes what is shown on TV. Another part that plays a vital role in improvising content is measurement, which comes from research because what TAM shows is post airing analyses and does not favour in deciding if the content is appropriate. So overall, while we are setting ourselves for the new era of TV content production we have to test, try and excel,” said Hejmadi.

     

    Now it remains to be seen if TV content makers raise the bar and produce quality content instead of jumping for  quantity and following herd mentality. More importantly, the need of the hour also is for broadcasters to discover alternate source of revenue for their business in order to make compelling content.