ITV

Tag: Rihhaee

  • ‘2006 will see a new kind of fictional television’

    ‘2006 will see a new kind of fictional television’

    B.A.G Films managing director Anurradha Prasad has the singular distinction of being involved in both serious news and fiction production for television. That puts her in a vantage position, giving her a bird’s eye view of a wide spectrum of television content. In this year end piece written exclusively for Indiantelevision.com, she talks about the sad twist in the news reporting business, the emergence of reality and game shows and how 2006 will see the emergence of a new kind of fiction. Read on:

    While the Year 2005 clearly belonged to reality and game shows, it also belonged to programs like Siddhanth and Rihhaee – which had a strong social message. The difference: the so called reality shows were propped up and injected with moolah and marketing by the channels right from their inception, the other genre of programs died untimely deaths mainly due to sheer neglect and a lack of interest.

    We can take the analogy of a poor student who is asked to top the class but has no books, not even a decent tuition. All programming usually is based on trends, which are wholly market driven and, as per its demand, a particular trend is created.

    There have actually been two trends of news reporting in 2005, sensationalism and sting operations. However neither of these two have anything to do with journalism. The news reporting is taking its cue from the soap channels. So we have exclusive breaking news like XYZ is sleeping with somebody or film actress is involved in the flesh trade, which neither helps the population nor the country.

    More fiction is making its way into news with the end game being: generate TRPs. As anything sensational is always lapped up by the public and such news trends have enjoyed high viewership in 2005. An alarming aspect of this trend is that it is corrupting the audience’s mind and making us intellectually bankrupt as more serious areas of reporting like analysis and research are being given short shrift.

    In a way the reality shows succeeded, not on their programming merits but more due to the lack of alternative programming on television. These shows had more credibility in them as they were endorsed by credible and popular icons, for example, Mr Amithabh Bachchan in KBC. The audiences always desired a change from their daily soap grind where sometimes the script goes over board with dead characters coming back or the serial taking a 20 years leap; but if you want to have some kind of entertainment you have to watch that as there is no other choice!!

    Year 2005 has had a major impact on the audience. The year has increased the expectations of the viewer who will now demand different kind of programs. Hence, 2006 will be the year of groping.

    Based on viewer expectation for something different, I expect the year to really kick start the reality and game show genre as what is being shown today is only the tip of the iceberg. I expect Year 2006 to witness the emergence of bigger game shows with king sized budgets. And these shows will also rule the year with audiences continuing to stay glued to them. However, there’s a note of caution here as reality shows are already showing some signs of fatigue.

    The need today is to look at “INDIAN TELEVISION”, with its own identity. Ours is still a country of storytellers, hence this rich tradition no matter how much bastardised, will never die out. Therefore, in 2006 we will also see the birth or evolution of fiction of a very “different type”, radically different from what is being offered for the last five years.

    And, this alternate or telling of the NEW STORY of new characters will evolve in a big way in 2006. At least, a beginning will be made and it is this that we must focus on along with reality TV, which will perhaps be only the cherry on the cake, but never the cake itself.

    The coming year will also see greater corporatisation of TV production houses. The era of “I, Me, Myself” will be over and the time of “BIG HEART, WITH BIG IDEAS” will emerge. This will only happen, when creative, production, finances, infrastructure and operations will work in synergy and together work towards a common goal of creating a landmark product.

    This will also mean hiring of young minds as members of the think-tank by production houses. These will be buttressed by the experienced ones. The producers will have to be aware and sensitive to the young India, which will form the majority of their audience universe. This will not only put a final stamp on season-based programming but will compel producers to think innovatively and also come up with innovative production design.

    On the news front, audience relatibility, giving them the feeling that they have a platform where their issues are discussed or voiced will hold the key. The GANGULY- CHAPPELL scrap is of no consequence to people at large, but KAMAL NATH’S STAND AT THE WTO, concerns our farmers, hence us. It is when these issues will be taken and addressed in a manner that the lay man is able to understand and identify with, will only TV journalism find an idiom and the respect and credibility, which its print counterparts have.

  • ‘2006 will see a new kind of fictional television’

    ‘2006 will see a new kind of fictional television’

    B.A.G Films managing director Anurradha Prasad has the singular distinction of being involved in both serious news and fiction production for television. That puts her in a vantage position, giving her a bird’s eye view of a wide spectrum of television content. In this year end piece written exclusively for Indiantelevision.com, she talks about the sad twist in the news reporting business, the emergence of reality and game shows and how 2006 will see the emergence of a new kind of fiction. Read on:

    While the Year 2005 clearly belonged to reality and game shows, it also belonged to programs like Siddhanth and Rihhaee – which had a strong social message. The difference: the so called reality shows were propped up and injected with moolah and marketing by the channels right from their inception, the other genre of programs died untimely deaths mainly due to sheer neglect and a lack of interest.

    We can take the analogy of a poor student who is asked to top the class but has no books, not even a decent tuition. All programming usually is based on trends, which are wholly market driven and, as per its demand, a particular trend is created.

    There have actually been two trends of news reporting in 2005, sensationalism and sting operations. However neither of these two have anything to do with journalism. The news reporting is taking its cue from the soap channels. So we have exclusive breaking news like XYZ is sleeping with somebody or film actress is involved in the flesh trade, which neither helps the population nor the country.

    More fiction is making its way into news with the end game being: generate TRPs. As anything sensational is always lapped up by the public and such news trends have enjoyed high viewership in 2005. An alarming aspect of this trend is that it is corrupting the audience’s mind and making us intellectually bankrupt as more serious areas of reporting like analysis and research are being given short shrift.

    In a way the reality shows succeeded, not on their programming merits but more due to the lack of alternative programming on television. These shows had more credibility in them as they were endorsed by credible and popular icons, for example, Mr Amithabh Bachchan in KBC. The audiences always desired a change from their daily soap grind where sometimes the script goes over board with dead characters coming back or the serial taking a 20 years leap; but if you want to have some kind of entertainment you have to watch that as there is no other choice!!

    Year 2005 has had a major impact on the audience. The year has increased the expectations of the viewer who will now demand different kind of programs. Hence, 2006 will be the year of groping.

    Based on viewer expectation for something different, I expect the year to really kick start the reality and game show genre as what is being shown today is only the tip of the iceberg. I expect Year 2006 to witness the emergence of bigger game shows with king sized budgets. And these shows will also rule the year with audiences continuing to stay glued to them. However, there’s a note of caution here as reality shows are already showing some signs of fatigue.

    The need today is to look at “INDIAN TELEVISION”, with its own identity. Ours is still a country of storytellers, hence this rich tradition no matter how much bastardised, will never die out. Therefore, in 2006 we will also see the birth or evolution of fiction of a very “different type”, radically different from what is being offered for the last five years.

    And, this alternate or telling of the NEW STORY of new characters will evolve in a big way in 2006. At least, a beginning will be made and it is this that we must focus on along with reality TV, which will perhaps be only the cherry on the cake, but never the cake itself.

    The coming year will also see greater corporatisation of TV production houses. The era of “I, Me, Myself” will be over and the time of “BIG HEART, WITH BIG IDEAS” will emerge. This will only happen, when creative, production, finances, infrastructure and operations will work in synergy and together work towards a common goal of creating a landmark product.

    This will also mean hiring of young minds as members of the think-tank by production houses. These will be buttressed by the experienced ones. The producers will have to be aware and sensitive to the young India, which will form the majority of their audience universe. This will not only put a final stamp on season-based programming but will compel producers to think innovatively and also come up with innovative production design.

    On the news front, audience relatibility, giving them the feeling that they have a platform where their issues are discussed or voiced will hold the key. The GANGULY- CHAPPELL scrap is of no consequence to people at large, but KAMAL NATH’S STAND AT THE WTO, concerns our farmers, hence us. It is when these issues will be taken and addressed in a manner that the lay man is able to understand and identify with, will only TV journalism find an idiom and the respect and credibility, which its print counterparts have.

  • ‘Rihhaee’ bets on outdoor-focused campaign to drive sampling

    MUMBAI: Sony’s Rihhaee is hogging the city’s hoardings as continuing efforts to spruce sampling for the channel’s critically appreciated docu-drama began a second three-week campaign from 9 May.

    The campaign weaves in the entry of two new characters into the show namely young journalist Janvi and new age software professional Raghav. Both these characters along with Madhavi, the lawyer as well Anupam Singh the ex-cop will come together to form a quasi judicial organization committed to fight against torture and oppression of women.

     
     
    The objective of the campaign is to drive further sampling in Mumbai. Although the on-air promos are running across the nation, a special outdoor led campaign has been launched specifically in Mumbai. The campaign highlights the four characters in the serial as well as reiterates the cause of the show.
    This weekly offering airing every Wednesday and Thursday at 10:30 pm garnered a 1.4 TVR in the Hindi speaking markets (HSM) C&S 4+ in week 18, followed by 1.5 TVR in week 19.

    The creatives by Euro RSCG is set against skylight of Mumbai and all the main protagonists are dressed in white symbolizing freedom and purity which is relevant to the theme of the show. The tag line being – ‘Hamari Pratigya, har aurat ki zulm se rihhaee.’

    The outdoor campaign focuses on:

    § Billboards (Across all western and central lines)
    § Bus Backs (over 200)
    § Train Transfers (ads across locals)
    § Bus Shelters

     
     
    The campaign is slated to continue for three weeks. The TG being SEC ABC 15 + HSM.
    Elaborates Sony marketing head Tushar Shah, “This is essentially a communication investment into Rihhaee and not a short term gimmick to spike ratings. The campaign is one attempt to increase visibility as well as sampling for the show.”

    Shah adds that the campaign is to the point and captures the essence of the show in both its off-air as well as on-air effort.

     
     
    Rihhaee, described by its makers as a ‘socially aware high drama show’, has transitioned to become a full fledged investigative show where every week one case involving women’s assault and harassment is looked into. No doubt, this is a move initiated by the channel in order to boost the eyeballs of the show.
    Crime based shows have been working well on Sony if one looks at CID and Crime Patrol. Keeping the crime element intact, and yet the foray into another genre, one has to wait and watch as to how the show picks up momentum in the weeks to come.