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Tag: Shemaroo Umang

  • Shemaroo Umang to debut Badi Haveli Ki Chhoti Thakurain in primetime

    Shemaroo Umang to debut Badi Haveli Ki Chhoti Thakurain in primetime

    MUMBAI: What happens when centuries-old family traditions meet modern twists? Shemaroo Umang’s latest show, Badi Haveli Ki Chhoti Thakurain, dares to flip the script on inheritance, hierarchy, and familial power dynamics.

    Set against the opulent backdrop of Rajasthan, this gripping family drama premieres 27 January 2025, airing Monday to Saturday at 9:00 pm. With a plot brimming with twists, stellar performances, and emotional depth, this show promises to keep viewers glued to their screens.

    Produced by Natkhat Productions, helmed by renowned writer and producer Raghuvir Shekhawat, the show explores an age-old Indian tradition: passing the keys of the family haveli to the eldest daughter-in-law. But what if this cherished custom takes an unexpected turn? Enter Chaina, played by the vivacious Diksha Dhami, the youngest daughter-in-law of the haveli, who disrupts the family’s power dynamics with her charm, wit, and resilience.

    Joining Chaina’s journey is Sheel Verma, portraying the enigmatic Jayveer, and Ishita Ganguly, who takes on the role of the scheming sister-in-law Chamkeeli, determined to challenge the new order in the family. Set in the grandeur of Rajasthan’s aristocratic traditions, the show follows the mystery surrounding Chaina’s unexpected rise as the Chhoti Thakurain and her battle to navigate shifting allegiances, jealousy, and secrets hidden within the haveli’s grand walls.

    Shemaroo Entertainment COO of broadcasting business, Sandeep Gupta expressed his excitement, “Television audiences today crave content that resonates on a deeper emotional level. ‘Badi Haveli Ki Chhoti Thakurain’ is a refreshing break from conventional melodrama. The show introduces strong, complex characters and relatable dynamics that families will enjoy watching together. This marks our second collaboration with Raghuvir Shekhawat, and we’re confident it will leave an indelible mark in the primetime slot.”

    Shekhawat shared his passion for the project, saying, “This show is more than a story; it’s a reflection of the changing dynamics within Indian families. While the ‘saas-bahu’ trope has reigned supreme, the often-overlooked relationship between the jethani (eldest daughter-in-law) and devrani (youngest daughter-in-law) holds untapped potential. With ‘Badi Haveli Ki Chhoti Thakurain,’ I aim to bring this dynamic to the forefront in a way that is both entertaining and thought-provoking.”

    Shekhawat also celebrated the launch of Natkhat Productions, calling this show his ‘first baby’ and a personal milestone in his two-decade career.

    With its intricate storytelling, stunning visuals, and powerful performances, Badi Haveli Ki Chhoti Thakurain promises to redefine family dramas. The show captures the essence of tradition while exploring themes of empowerment, resilience, and transformation. Viewers can expect a rollercoaster of emotions and surprises that will resonate long after the credits roll.

  • Shemaroo Umang and Shashi Sumeet Productions unveil ‘Main Dil Tum Dhadkan’

    Shemaroo Umang and Shashi Sumeet Productions unveil ‘Main Dil Tum Dhadkan’

    Mumbai: Shemaroo Umang has announced its latest show in collaboration with the Shashi Sumeet Productions. The upcoming drama, ‘Main Dil Tum Dhadkan,’ highlights that true motherhood is defined by love and emotional connection rather than biological ties. The series explores the bond between a mother and her child with a modern twist on the timeless story of Yashoda. ‘Main Dil Tum Dhadkan’ is set to premiere on 16 September 2024, and will air every Monday to Saturday at 8:30 PM exclusively on Shemaroo Umang. The cast includes Radhika Muthukumar, who delivers a heartfelt performance as Vrinda; Kavish Khunger, portraying Krish with genuine warmth. Zohaib Ashraf, bringing depth to Keshav’s role, and Neelu Vaghela, whose portrayal of Rajeshwari Devi adds significant emotional weight to the narrative.

    ‘Main Dil Tum Dhadkan’ beautifully underscores the essence of motherhood, highlighting the profound emotional connection between Vrinda and her son, Krish. Vrinda’s world revolves around Krish, and their deep bond is challenged when Keshav, who also feels a strong connection with Krish, reveals that Krish is his biological child. The revelation shatters Vrinda’s life and brings a glimmer of hope to Keshav, leading to a dramatic custody battle supported by Keshav’s mother, Rajeshwari Devi. As Vrinda fights to keep Krish, the series offers exploration of a mother’s love and the emotional trials faced by both Vrinda and Keshav.

    Shemaroo Entertainment Ltd.,  COO of Broadcasting Business Sandeep Gupta said, “Shashi Sumeet Productions is known for their ability to create compelling and relatable narratives, and Main Dil Tum Dhadkan is no exception. This heart touching series will offer a fresh and emotional take on the concept of motherhood, highlighting the complexities of relationships and how evolving bonds impact two intertwined lives. With its powerful storyline and exceptional cast, we believe it will deeply resonate with viewers.”

    Shashi and Sumeet Mittal, Shashi Sumeet Productions, shared, “We are always driven by the desire to bring fresh and innovative stories to the audience. We are excited to partner with Shemaroo Umang on ‘Main Dil Tum Dhadkan’ and present a contemporary reimagining of the timeless tale of Yashoda. We aim to breathe new life into this age-old narrative, offering a fresh perspective that resonates with today’s viewers. It is an exploration of a mother’s love and touches upon the emotion of the fear of losing a child.”

    ‘Main Dil Tum Dhadkan’ promises to be a standout addition to Shemaroo Umang’s lineup, offering a touching exploration of unique bonds, love, hope and resilience. Tune in to the premiere of ‘Main Dil Tum Dhadkan’ on September 16, 2024, airing Monday to Saturday at 8:30 PM, exclusively on Shemaroo Umang.

  • Shemaroo Umang and Gul Khan Introduce ‘Shamshaan Champa’

    Shemaroo Umang and Gul Khan Introduce ‘Shamshaan Champa’

    Mumbai: Shemaroo Umang has launched its latest venture in collaboration with producer Gul Khan. This dynamic partnership introduces the supernatural saga, Shamshaan Champa, a show that promises an epic journey of wonder and unexpected twists. The show debuted on 20 August 2024 and will air every Monday to Saturday at 9:00 PM exclusively on Shemaroo Umang. The show features actress Monalisa as Mohini, and the talented actors Trupti Mishra and Aayush Srivastava as Champa and Vikram respectively. The ensemble also includes actors such as Mohammad Nazim, Tia Gandwani, Indrajeet Modi, and Yash Bhatia in pivotal roles in this narrative.

    Gul Khan, celebrated for her work in the desi fantasy and supernatural genres, lends her visionary expertise to Shamshaan Champa. Created under the banner of Four Lions Films, the series chronicles the life of Champa, a kind-hearted small-town girl whose life takes a mysterious turn when a twist of fate leads her to revive as a powerful daayan. What unfolds is a narrative in which, against all odds, she chooses to use her newfound powers for good. With its blend of fantasy, romance, and compelling storytelling, the show is set to enchant the audiences.

    Shemaroo Entertainment COO- Broadcasting Business Sandeep Gupta shared, “We are excited to partner with Gul Khan for the launch of Shamshaan Champa. The supernatural genre has always captivated audiences, and Gul Khan, renowned as a trailblazer in this space, brings her creativity to this project. With its fresh take on the genre, this show will be a significant addition to Shemaroo Umang’s diverse programming lineup. Our goal is to present content with mass appeal, and we believe viewers will connect with the show.”  

    Producer Gul Khan said, “I am excited to return to the supernatural genre with ‘Shamshaan Champa.’ The show offers a new take on the concept of a daayan—a term traditionally viewed negatively. Champa, a sweet and helpful girl, due to the twists of fate is revived as a daayan. We have put great thought into the casting to bring this vision to life. Monalisa returns in a bold new role, offering a powerful portrayal of her character, while Trupti Mishra perfectly embodies the innocence required for Champa. Aayush Srivastav brings a dynamic, modern edge to Vikram, contrasting effectively with the traditional elements of the story. I am confident that the audience will be captivated by both the engaging narrative and the exceptional cast.”

  • Shemaroo Umang presents ‘Pyaar Lafzon Mein Kahan’ on Indian television

    Shemaroo Umang presents ‘Pyaar Lafzon Mein Kahan’ on Indian television

    Mumbai: Shemaroo Umang, a popular FTA Hindi General Entertainment Channel, is all set to introduce its first show from Turkey ‘Pyaar Lafzon Mein Kahan.’ This super hit drama has been captivating audiences across the globe and is now set to mesmerize Indian television viewers with its compelling storyline and stellar performances starting from 1 July.

    ‘Pyaar Lafzon Mein Kahan’ promises heartfelt storytelling that resonates deeply with the Indian audience. The series brings an emotional angle with a unique twist, weaving together romance, drama, and the complexities of relationships in a relatable and compelling manner.

    Shemaroo Entertainment Ltd COO-Broadcasting Business Sandeep Gupta said, “Pyaar Lafzon Mein Kahan has garnered a massive fan following worldwide for its powerful narrative. We are excited to bring this beloved Turkish show to the Indian television screens, reflecting our commitment to offering diverse and engaging content from around the world that transcends linguistic boundaries. By presenting this acclaimed Turkish series to our FTA audiences, we aim to provide them with varied entertainment options and enhance their TV viewing experience.”

    The romantic comedy ‘Pyaar Lafzon Mein Kahan’ revolves around Hayat, a spirited country girl, and Murat, heir to a wealthy family. A twist of fate lands Hayat a job in a multinational corporation as Murat’s personal assistant under mistaken identity. As their journey unfolds, Murat unknowingly falls deeply in love with Hayat, unaware of her true identity. Thus begins a love story between Hayat and Murat, built upon a foundation of misunderstanding. 

  • Shemaroo’s digital evolution: OTT, telecom, and marketing insights

    Shemaroo’s digital evolution: OTT, telecom, and marketing insights

    Mumbai: Shemaroo Entertainment has emerged as a trailblazer, seamlessly navigating the realms of broadcast, OTT and FTA platforms. With a rich legacy spanning decades, Shemaroo has continuously adapted to technological advancements and shifting consumer preferences, cementing its position as a leader in the industry.

    Last month, the conglomerate took a significant leap in its expansion in the global telco, ISP (Internet Service Provider), and OEM (Original Equipment Manufacturer) landscape by collaborating with four international telecom operators to extend its OTT platform, ShemarooMe.

    In this move, partnerships with Zain, STC, and Mobily in Saudi Arabia, along with Vodafone in Qatar, facilitated by DCB (Direct Carrier Billing) partners, 3A net and one97 communications, showcase Shemaroo’s commitment to delivering diverse entertainment experiences worldwide.

    Furthermore, effective marketing strategies are essential for capturing audience attention and driving user engagement. For broadcast platforms, Shemaroo adopts a multi-faceted approach, utilizing traditional advertising channels such as television, print, and outdoor media to create awareness and generate buzz around its content offerings. Strategic partnerships with broadcasters and syndication agreements further amplify the reach of Shemaroo’s content, ensuring maximum visibility among viewers.

    On the other hand, marketing strategies for OTT platforms focus on leveraging digital channels to target specific audience segments. Through targeted online advertising, social media engagement, and influencer partnerships, Shemaroo effectively promotes its OTT offerings, driving subscriptions and maximizing viewer retention.

    Indiantelevision.com caught up with Shemaroo Entertainment – Digital Business COO Saurabh Srivastava along with CMO Anuja Trivedi. Srivastava explained in depth about the plans for OTT app-ShemarooMe, telecom business expansion and YouTube channels milestones whereas Trivedi emphasised on Shemaroo’s marketing plans for broadcast & OTT platforms.

    Edited excerpts

    Shemaroo Entertainment Ltd COO- Digital Business Saurabh Srivastava

    We are focused on increasing regional content offerings on our OTT platform, ShemarooMe, considering cost rationalization and improved evaluation metrics to achieve sustainable growth. We are actively investing in content and marketing, exploring opportunities in both SVOD and AVOD subscription models. Looking ahead, we aim to enhance user experience through personalization.

    Expanding our telecom business, our goal is to provide entertainment across borders. By the year’s end, we aim to reach around 29 telecom providers across Southeast Asia, SAARC, and the MENA region, providing high-quality content to meet diverse viewer preferences.

    Through our YouTube channels, Shemaroo Entertainment engages millions of fans daily by offering diverse content. With the two YouTube channels surpassing 50million subscribers and a cumulative base of over 138 million subscribers across all channels, we see a substantial audience there. We’re optimistic about our digital platforms’ future and through our content strategy and offerings, we remain committed to providing high-quality entertainment to our audiences across the globe.”

    Shemaroo Entertainment Ltd. CMO Anuja Trivedi

    Our marketing strategy at Shemaroo Entertainment for both broadcast and OTT platform revolves around building awareness and fostering engagement while showcasing our unique offerings. With our OTT platform, ShemarooMe and broadcast channels- Shemaroo Umang, Shemaroo TV, Shemaroo MarathiBana and Chumbak TV, we aim to directly cater to our audience’s preferences.

    Recognizing the immense potential in the Gujarati market, we are proud to position ShemarooMe as the premiere Gujarati-first platform. This emphasis is a crucial aspect of our marketing efforts.

    Our past campaigns have focused on building our brand and establishing a strong presence in the industry. And with our recent collaborations like partnering with Balaji Telefilms for the new show ‘ChaahengeTumheItnaa’ on Shemaroo Umang and our extensive collection of Gujarati movies on ShemarooMe, we are poised for further growth.

    We understand the impact of influencers and AI in content marketing and have implemented the same in our campaigns. Recent initiatives like for the promotion of the movie ‘Shubh Yatra,’ an AI-generated news reporter was created who describes the protagonist’s journey and collaborations with relevant influencers for our other projects on ShemarooMe have been successful.

    Our marketing approach for all our brands emphasizes building awareness first, followed by consideration, to maximize our impact in the market.

  • Shemaroo Umang and Balaji Telefilms team up for a riveting new show ‘Chaahenge Tumhe Itnaa’

    Shemaroo Umang and Balaji Telefilms team up for a riveting new show ‘Chaahenge Tumhe Itnaa’

    Mumbai: Shemaroo Umang, one of India’s Hindi General Entertainment Channel, and Balaji Telefilms, has proudly announced their collaboration for the highly anticipated new show, ‘Chaahenge Tumhe Itnaa.’ This marks the first-ever partnership between the two and promises to redefine television viewing experiences across the nation. The show is set to go on air starting 20 February, 2024 every Monday to Saturday at 9:00 PM.

    Crafted under the creative vision and expertise of Ektaa Kapoor, hailed as the queen of Indian Television, ‘Chaahenge Tumhe Itnaa’ delves into the intricacies of relationships and the unique bond shared between Aashi and her father-in-law, who serves as a guiding light and fatherly figure in her life. The narrative revolves around the life of Aashi, portrayed by Swati Sharma, who is married at a young age but loses her husband under unforeseen circumstances. Taken under the wing of her father-in-law, played by Abhay Bhargava, Aashi embarks on a journey of education and growth, where she meets Siddharth, played by Bharat Ahlawat. The show’s narrative beautifully illustrates Aashi’s selfless devotion to her family and her commitment to nurturing her relationships, even at the expense of her own desires.

    Shemaroo Entertainment COO (Broadcasting Business) Sandeep Gupta said, “We are delighted to join forces with Balaji Telefilms for our new show ‘Chaahenge Tumhe Itnaa’ as they are known for bringing refreshing stories. Family dramas have always resonated well with the audience, and both Shemaroo and Balaji Telefilms have a rich history of delivering content that people adore. Together, we aim to captivate hearts and inspire emotions through the power of television. Our new offering challenges the stereotype that the term ‘father-in-law’ is devoid of a paternal connection and brings a new angle to family bonds. Through this compelling narrative we aim to leave an indelible mark on viewers’ hearts and minds.”

    Speaking about the show, Kapoor said, “In each project, my goal is to share stories that connect with the audience. ‘Chaahenge Tumhe Itnaa’ holds a special place in my heart as it delves into the unique dynamics of a father-in-law and daughter-in-law relationship. In this show, we have showcased the father-in-law figure from a distinctive angle. The story narrates the tale of a father-in-law who steps into the role of a father, recognizing the potential in his daughter-in-law and going the extra mile to support her aspirations. As the audience embarks on Aashi’s journey, they will witness the depth of her character and the challenges she faces in prioritizing her loved ones amidst life’s complexities. Every character in the show has a strong role to play and I have no doubt that the audience will warmly accept this story which will be breaking societal norms.”

    Produced by Ektaa Kapoor under the banner of Balaji Telefilms, ‘Chaahenge Tumhe Itnaa’ is a captivating family drama that features a stellar cast, including Swati Sharma, Bharat Ahlawat, Abhay Bhargav, Khyati Keswani, Kishan Bhan, Sangeeta Adhikari, Aishwarya Aher, Kajal Chauhan, Veronica Talreja, among others portraying significant roles in the storyline

  • Shemaroo Umang brings new show ‘Raazz Mahal’

    Shemaroo Umang brings new show ‘Raazz Mahal’

    Mumbai: Shemaroo Umang is prepared to enter the fantasy drama genre with their upcoming prime time show Raazz Mahal after receiving a tremendous response to their debut original, Kismat Ki Lakiro Se. Every Monday to Saturday at 8.30 p.m. on Shemaroo Umang, the show is ready to enthral audiences. The programme is also available to viewers on ShemarooMe, an OTT service.

    This episodic fantasy drama will feature breathtaking visual effects and a larger-than-life set design.

    Shemaroo Broadcasting Business COO Sandeep Gupta said, “At Shemaroo Umang, we aim to offer diverse content to entertain our viewers. Raazz Mahal is our first step into the fantasy-drama genre, and we hope that with the sheer dedication and efforts of the team, we live up to the expectations of the viewers and keep entertaining them on prime time.”

    The show features a stellar cast of popular actors in lead roles, including Ridhiema Tiwari, Himanshu Soni, and Neha Harsora. The show has been ably supported by an ensemble of artists, including Preeti Puri, Himani Sharma, Ashish Drall, and Arina Dey in previously unseen avatars.

    The thrilling fantasy drama revolves around Chandralekha (Ridhiema), an evil character who, in her quest to become immortal, engages in dark and wicked activities. She is pitted against Sunaina (Neha), a pure and kind-hearted soul who marries Adhiraj (Himanshu), the royal prince. He is an obedient and lovable individual who respects everyone but is especially close to Dakini. Shemaroo Umang delivers on her promise of bringing you unique and powerful stories with a thrilling tale of love, family, dark magic, and revenge.

  • Shemaroo Umang launches its first original show ‘Kismat Ki Lakiro Se’

    Shemaroo Umang launches its first original show ‘Kismat Ki Lakiro Se’

    Mumbai: Within a few months of its launch, Shemaroo Umang, a new Hindi GEC strengthens its content offering with the launch of its first original, Kismat Ki Lakiro Se. The show takes the audience on a journey of destiny and relationships, with a dash of family drama and romance.

    The newly launched show will air from Monday to Saturday at 8 p.m.

    The central cast includes daily soap celebrities like Shaily Priya, Varun Sharma, Abhishek Pathania, and Sumati Singh. The leads will be supported by the likes of Farooq Saeed, Khushi Rajpoot, Arup Pal, Eva Shirali, Ashish Kaul, Tanu Vidhyarthi, Dolly Kaushik, Nadiya Himani, and Sheetal Jaiswal.

    Shemaroo Umang’s first original has been launched in partnership with Rashmi Sharma Telefilms, a production company that has produced daily soaps like Saath Nibhana Saathiya, Sasural Simar Ka, and Shakti Astitva Ke Ehsaas Ki, among others.

    Shemaroo COO of broadcasting business Sandeep Gupta said, “We are excited to launch Shemaroo Umang’s first original show as it marks the channel’s entry into the original content space. The new show, Kismat Ki Lakiro Se, depicts the complexities of relationships and is something that most couples can relate to. With such a differentiated content offering, Shemaroo Umang is set to win over the hearts of its audiences and partners alike.”

    Launched in April this year, Shemaroo Umang is the latest addition to Shemaroo’s existing portfolio of free-to-air (FTA) channels, Shemaroo TV and Shemaroo MarathiBana. Shemaroo Umang is currently available on DD Free Dish, various multiple system operators (MSO), and on major direct-to-home (DTH) and cable networks.

  • Shemaroo Entertainment’s traditional media biz up by 39% YoY in Q1 FY23

    Shemaroo Entertainment’s traditional media biz up by 39% YoY in Q1 FY23

    Mumbai: Shemaroo Entertainment announced its financial results for the first quarter of FY23 recently. The company reported consolidated revenue from operations of Rs 96 crore, up by 28.4 per cent, and a Rs 20 lakh net profit.

    Its digital media business generated Rs 48.1 crore in revenues, up by 19.3 per cent YoY. The company’s traditional media business generated Rs 47.9 crore in revenues, up by 39 per cent YoY.

    Shemaroo’s expenses also grew to Rs 87.9 crore, up by 29.9 per cent YoY.

    The company reported a flux in media viewership across traditional and digital platforms on account of increased mobility due to the Covid unlocking period. The advertising spends for traditional advertisers were affected due to rising input costs, uncertainty in the global economic environment, and supply chain disruptions. This was amplified by the slowdown in start-up funding, which impacted new-age advertisers.

    Despite the challenges, the company delivered a strong performance in terms of revenue growth and maintained positive margins during the quarter.

    Shemaroo launched its third free-to-air (FTA) Hindi general entertainment channel (GEC) Shemaroo Umang in April. The company began monetising the channel via advertisements in July. As per the company, Shemaroo Umang opened at the No. 2 position among FTA GECs and held on to that position until the end of the quarter.

  • Shemaroo to achieve break even on the two channels, will focus on new content creation: Hiren Gada

    Shemaroo to achieve break even on the two channels, will focus on new content creation: Hiren Gada

    MUMBAI: In 2020, Shemaroo Entertainment entered into the broadcast space. It has launched two channels in the free-to-air (FTA) space- a Marathi movie channel Shemaroo MarathiBana and a Hindi general entertainment channel (GEC) Shemaroo TV. The company is hopeful that with the COVID situation normalising and the advertisers returning back to invest in ads, the two channels will achieve break even point (BEP) in growth this fiscal. It launched its third Shemaroo Umang in 2022, which is focused on women.

    On growth of two channels

    Speaking to Indiantelevision.com recently, Shemaroo Entertainment CEO Hiren Gada said that their aim is to achieve ‘break even’ for the two channels. “We are hoping that in the middle of this financial year, we should achieve break even on the two channels. We are looking forward to the industry’s bounce back in a big way. The expectation is that TV advertising will get back to pre-Covid levels and FTA will also get back. Of course, there is the economic challenge going on in terms of inflation & interest rates going up. Raw material inflation is a challenge that some clients are grappling with. Tech startups funding is slowing down. We hope that in the second half of the fiscal year, the ad spends will go back to normal.”

    He added that a total of Rs 50 crore is being invested this fiscal into the newer businesses  and segments that are growing. For example, broadcast, digital and the devices segment are expected to witness potential growth.

    He noted that Shemaroo Umang has performed satisfactorily in terms of ratings. “On the channels, we should be able to launch a few shows of our own. The female audience is at the centre of content. So we have different genres like dramas. Soaps is an important part of it but even within a soap you can have family or female oriented shows. Shemaroo MarathiBana has been doing better in the last few weeks. We changed a lot of programming and found good responses. A combination of films, shows and devotional content has worked well,” he added.

    Family-oriented shows on focus

    “On Shemaroo TV the ratings had dipped but the team worked very hard to do a deeper dive on what the consumer is liking, and seeing. There is a devotional space as well as a kids space. There is a crime slot. Primetime is for the family. So there are mythological shows, historical, and costume dramas. The aim is to be family friendly. It is the overall family-oriented offering that has worked for Shemaroo TV. A lot of work is happening on all the three channels. Our ultimate ambition is to be a network. We want to establish ourselves deeply into the consumer’s mind.”

    He noted that ‘Crime World’ was the first original for Shemaroo TV. The shooting of Jurm Aur Jazbaat was affected due to COVID. “Waah Bhai Waah is our next show and will be hosted by Shailesh Lodha.” In terms of learning from operating TV channels, he said the consumer is the king. “The consumer decides what works and what does not. He/she should be at the centre of everything that you do or think. You have to be a strong default option for the consumer.The COVID period taught us that we have to be totally nimble and flexible. When ad spends shrunk, we had to ensure that we could still sustain with the costs.”

    In the context of having additional TV channels, Gada said that launches will be looked at but it will be spaced out. The pace of launch will be gradual. “There are quite a few whitespaces in FTA. We have identified four to five whitespaces (it refers to spectrum allocated for broadcasting services but which remains unutilised) in FTA. Multiple opportunities exist. Right now, we want to stabilise the three channels.” 

    When asked about the possibility of starting a movie channel, he noted that the space is crowded. “Being a Bollywood content house film is a natural progression for us. Currently, the film space is already quite crowded. We look at two things. The first is whether there is a scalable opportunity or not. The second is do we have a right to win. This is what decides whether or not we enter this space. In terms of a film channel, yes, we have the right to win but we have to see if it is scalable or not.”

    On FTA and its audience

    In terms of the potential of FTA, he said that there is a large audience that consumes free TV. “There is a large TV dark population even now,” he explains. “We expect mapping the reasons that it could be electricity, not enough penetration of TV hardware, income levels, etc. FTA is a good entry level for people getting into the TV consuming population for the first time. New media exposure is happening and this is attractive to many advertising categories. Not all but many. There is no other way to reach those audiences. The media journey for those audiences should be Free TV to pay TV and then onto digital.”

    Growth in digital business and OTT 

    In terms of the digital side of the business, he noted that over 50 per cent of revenue comes from Youtube content that the company puts on the platform and content will be added. “Youtube of course is growing significantly with the overall growth in digital media. We are putting up a lot of fresh content. Our ambition is to grow faster than the platform or the industry.”

    As far as our OTT platform ShemarooMe is concerned, “we are one of the large players in the Gujarati side. This is our key consumer proposition. We offer movies, web series and plays. At some point of time, once our Gujarati content moves to the next level, then we will focus on the segment that we want to work with. We are keenly evaluating a couple of segments. We are confident that within this fiscal we should be able to go forward with that. India is a large heterogeneous market,” he added. He mentioned the focus of ShemarooMe, which is subscription video on demand (SVOD). “What we have seen is that consumers are willing to pay for premium and exclusive content,” he said and pointed out that Gujaratis across India & abroad especially in the US the audiences consume it avidly.

    Shemaroo needs to develop six of its IPs into different types of content. It could take the form of movies, web series, a sequel and prequel. It will partner with various platforms to be able to take this journey forward. “Quite a few things are moving forward. A lot of conversations are taking place with partners,” he added at lenght.