Category: MEDIA

  • Celebs now include social media in endorsement contracts, get paid separately for tweeting

    By Vijaya Rathore & Ravi Teja Sharma

     

    Indian health portal is close to signing a special endorsement deal with Bollywood actress Priyanka Chopra, not for her strikingly good looks but for the 4.2 million followers that she has on Twitter. She will tweet about the portal.

     

    Celebrities in India, like their counterparts in the West, have started including social media like Twitter and Facebook in their brand endorsement contracts or are getting paid separately for tweeting about brands, as marketers scurry to reach their online fan base.

     

    Several big and small celebrities and sports stars including Chetan Bhagat, Anusha Dandekar, Shruti Haasan and Unmukt Chand have already started raking in the moolah through social media deals with brands, while others such as cricketer Yuvraj Singh are close to such contracts, their managers say.

     

    “Twitter is a very big aspect of a celeb’s reach. Sponsored tweets are certainly gaining traction in India,” says Bunty Sajdeh, chief executive officer of Cornerstone Sport & Entertainment that manages endorsements for celebrities and sportsmen like Sonakshi Sinha, Virat Kohli, Prabhu Deva and Sania Mirza.

     

    Mr Sajdeh says he has had discussions with brands on including social media in endorsement contracts but he always insisted that it should be separate contract and a separate discussion.

     

    Social media contracts, which include Twitter, Facebook, blogs, Instagram and websites of celebrities, cost a brand up to 25% of a traditional endorsement contract with a celebrity.

     

    Vinita Bangad, founder of Krossover Entertainment that manages Priyanka Chopra and Shah Rukh Khan, while confirming Chopra’s social media deal says, “Talks are on with a few more brands.”

     

    In the past, Krossover Entertainment helped VJ Anusha Dandekar ink social media contracts with ITC and Crocs shoes.

     

    Anusha tweeted about Crocs shoes with pictures while the brand on its Facebook page also made sure that her association was hyped up.

     

    Online apparel and accessories brand American Swan signed actress Shruti Haasan and cricketer Unmukt Chand in similar deals earlier this year. The brand organised live chat sessions for fans to connect with them, which the celebrities actively promoted on their social media handles including Twitter.

     

    “These were 2-3 month-long contracts which were targeted to connect with the right set of audience in a focused manner,” Anurag Rajpal, director and chief executive officer of The American Swan Lifestyle, says.

     

    He says deals like these can range anywhere between Rs 10 lakh to Rs 30 lakh for three months, but depend on the popularity of the celebrity in the digital space.

     

    For brands, social media deals are far more cost effective than traditional endorsement deals, particularly in the case of top stars. For instance, if a star charges Rs 1.5 crore for a traditional brand endorsement contract for one year, the person would charge just over Rs 35 lakh for a social media deal.

     

    Social media deal, however, costs at least 1.5 times that of what a brand pays to advertise in the online space. Then there are celebrities who are getting paid per tweet by brands and that could go up to Rs 5-7 lakh per tweet for a celebrity who has about two million followers.

     

    “Today, social media certainly has the power to influence customers and brands,” says Shailendra Singh, joint managing director of Percept.

     

    Earlier this year, cricketer Yuvraj Singh, who has over two million followers on Twitter, was requested by Birla Sunlife Insurance, a brand that he has been endorsing for a while, to tweet one of the brand’s campaign after his recovery from cancer.

     

    While he did not charge the brand for that tweet, Singh’s manager Nishant Arora says many companies have started approaching the cricketer for separate social media contracts. “A few deals are likely to be announced in the next couple of months,” Mr Arora says.

     

    Writer Chetan Bhagat, with 1.2 million followers, is a prolific tweeter but says only a very small number of his total tweets are related to the brands he endorses or shows he does on TV. “My followers want to know about me and not the brands, which is why I make sure that I do not abuse my fans by pushing some brand message across,” he says.

     

    Mr Bhagat, though, is often found tweeting about new launches from Huawei or about Shaadi.com, two brands that he endorses. “Financial considerations too are involved at times,” he says.

     

    Not every celebrity, however, is comfortable with monetising their fan base on Twitter and Facebook. “They aren’t very comfortable doing promotions for a brand on their Twitter timeline. It’s a personal space and they want to keep their association with their fans authentic,” says Anirban Das Blah, founder of celebrity management company Kwan that works with actors like Akshay Kumar, Deepika Padukone, Ranbir Kapoor and Nargis Fakri.

     

    What some big celebrities are comfortable with, though, is discreetly, tastefully and aesthetically done tweets when it comes to brand promotions.

     

    In the West, especially the US and UK, however, celebrities often use Twitter to promote brands unabashedly.

     

    It was reported that Kim Kardashian, who has a whopping 18 million Twitter followers, could earn around 7,000 pounds for a single tweet mentioning a specific product. Others like Elizabeth Hurley, Victoria Beckham, Justin Bieber and Wayne Rooney have all tweeted about brands that pay them either per tweet or have endorsement contracts with them.

     

    Source:The Economic Times

    Copyright © 2013, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

  • 1 Minute View: Tweetndorsements!

    Marketers are forever looking for ways and means to maximize their sales. Nothing wrong with it.

     

    And celebrities, not knowing how long their starpower will last, want to make the most of their fame and brand value.

     

    It’s interesting hence that as a report on MxMIndia today stated, people are open to paying stars for endorsements via Twitter. There’s nothing wrong with this, one would think except that there should be a full disclosure. For, even though followers on Twitter are mostly not solicited, Twitter affords an opportunity for a one-to-one dialogue. Many celebs aren’t willing to do paid tweets saying their relationship with followers on Twitterverse is personal and they don’t want to exploit that.

     

    For marketers, using tweets for endorsements, that’s possibly the biggest thing to worry about. Could a plug via a tweet result in a negative rub-off? That’s not an easy call, wot?!

     

  • IRCTC launches online shopping with Yebhi.com

    By A Correspondent

     

    In a landmark move, IRCTC, the subsidiary of the Indian Railways which is into ticketing for trains and now other modes of travel as well, has partnered with Shop Online Trading Pvt Ltd. (SOTPL)m a franchisee of lifestyle and home portal – Yebhi.com.

     

    Through this tie-up, SOTPL and Yebhi.com will be responsible for developing and managing the e-commerce platform for IRCTC. It will be responsible for end-to-end customer experience from User Interface design on the IRCTC Shopping page to final delivery of the product to the customer.

     

    “We are thrilled to partner with IRCTC India’s largest e-commerce website, and look forward to this mutually beneficial association. With this association IRCTC is getting a readymade supply chain with all products offering at one go powered by Yebhi.com and at the same time Yebhi.com is able to reach out real India that starts from tier 2 – tier 3 cities and goes deep into tier4 and 5 cities.” said Manmohan Agarwal CEO Yebhi.com

     

    According to a communiqué, IRCTC gets close to 1.2 million daily visits generating 180 million transactions every year thus making it the largest e-commerce site in the country. Yebhi.com gets close to 100 million visits per annum and does over 2 million transactions every year.

     

    The partnership is based on a tender process that IRCTC opened in February this year to shortlist a partner for its online shopping platform. The tender was open for established e-commerce companies with a minimum annual turnover of Rs 40 crore from B2C e-commerce business in the last financial year and having a catalogue of over 500 brands and offer merchandise from minimum five product categories.

     

    As per the contract SOTPL will be deploying the entire online shopping platform for IRCTC within 60 days from the date of signing of the agreement.

     

  • RBNL expands Big Magic footprint across HSMs

    By A Correspondent

     

    It started off as an entertainment channel for the Hindi heartland pockets in central, northern and eastern India. After having tasted some success, it started a localized channel for Bihar and Jharkhand. And, now, the channel is extending its footprint across what’s known as the Hindi-speaking Market.

     

    In order to do this, it has entered into arrangement with key cable networks and DTH players across the regions reaching out to 123 mn households across the HSMs.

     

    Speaking on the occasion, Sunil Kumaran, Business Head, Language TV said, “Over the last two years, Big Magic has built itself into a powerful regional brand with a loyal audience base. While we invested in building a strong brand, we are now ready to take it to its next level of growth and reach. The timing couldn’t be more perfect with Phase @ of digitization pointing at an opportunity to reach our content to millions of Indians. Our robust distribution network and insight-backed programming ensures we offer audiences an entertainment avenue that will resonate excellently with them.”

     

    The channel was launched in April 2011 and has a mainstream Hindi GEC-like content mix with family dramas, sitcoms crime shows, reality shows, weekend movies et al.

     

    While the channel proposes an extensive multiple media marketing push, the effort is to evolve into the bigger league. Reliance Broadcast Network is banking big on the complete roll-out of Phase 2 of digitization and later the final phase for growing the Big Magic franchise.

     

    Meanwhile, viewers in Bihar and Jharkhand will continue to receive both the local and national feeds of Big Magic.

  • Ritu Midha: Are marketers targeting men at the expense of women?

    By Ritu Midha

     

    Women are the focus of most marketing communication, for most product categories. The evolution of modern urban Indian women is the topic of discussion at many a marketing forum – more true, perhaps, of upmarket women.

     

    I would be the last person to object to women being in the focus of marketers’ attention, but are marketers reaching them at the expense of men?

     

    I intend to restrict my musings to SEC A and A+ male. Aren’t men, with due apologies to the ever-increasing tribe of single, ‘doing well’ females in the country, still the main bread- (and health food in many cases!) earners of 99 per cent of the families, even in this strata of society? And, by default, the key purchase decision-makers?

     

    To my mind, it is a conscious attempt by many marketers to connect with women even in the categories where they are not the purchase decision-makers but only the influencers. And the reason for the same is simple: it is far too expensive to reach men as compared to women.

     

    Women are on television – some men are on television too, but the fragmentation there is way too high! Courtesy the number of news and movie channels. Also, remember that women wield the remote at primetime too, the time when men might choose to settle in front of the television, if they could control the remote. When it comes to sports channels, there is lesser worry – cricket hai jahan, marketers hain wahan!

     

    As for newspapers, and barring weekends, men are supposed to be much bigger consumers of the same than women (at least the main paper), one tends to see education, retail, real estate and entertainment ads largely. Do marketers of male-centric categories feel that men don’t read newspapers, or do they feel that even if they read them, they don’t really notice the ads there?!

     

    Is digital the right option then? Social media? Mobile? Radio? Niche magazines? Ground events? Small events targeting premium audiences are gaining momentum globally and are gradually picking up in our country too.

     

    One thing is sure: the day marketers get the right media mix to reach the elusive upmarket male, they would go after him full throttle. He is the key decision-maker in purchase of most high ticket items, and where he is not, he is the key influencer.

     

    Though elusive he is, he cannot be ignored by marketers. Is it time platform-agnostic content providers experimented and engaged these audiences across platforms culminating it on his handheld device, and where it delivers a good RoI, into an event?

     

    Ritu Midha is a senior journalist and web strategist based in Mumbai. She is also Consulting Editor and Editor – Special Projects, MxMIndia.

     

  • RBNL fills three top slots for sales and C&C

    By A Correspondent

     

    Reliance Broadcast Network Limited (RBNL) has announced three key appointments in its television business. These include:

    Anirudh Maheshwari

    Anirudh Maheshwari – appointed National Sales Head for Language TV at Reliance Broadcast. In his new role, Mr Maheshwari, who has had a rich past in the financial services sector, will be responsible for key decision-making in the area of sales, and growing the business for the now-turning-near-national Big Magic and Spark Punjabi. Some of the organizations he has been part of include Citibank, ICICI Prudential Life, Standard Chartered Bank and Xerox. He will be reporting to Sunil Kumaran, Business Head – Language TV.

     

    Speaking about his appointment, Mr Maheshwari said, “I look forward to taking up this challenging role and working towards ensuring that the channel grows consistently towards leadership positions in this space.”

     

    Shweta Arora

    The second appointment is that of Shweta Arora has been appointed National Sales Head, BIG CBS. Ms Arora will be heading the sales function for Big CBS Networks and will be leading the charge for planning and driving the sales strategy nationally to increase marketshare and revenues for Big CBS. Like Mr Maheshwari, she too isn’t from the broadcast sector. She joins RBNL from ING Vysya Bank where she served as Associate Business Head – North, for the bank’s private banking division. She has worked with Citibank, Kotak and ABN Amro Bank. Interestingly, Ms Arora has also had a four-year stint with the hospitality industry when she worked with the Taj group of hotels.

     

    On her appointment, Ms Arora said, “My agenda will be to utilize the company’s core strengths and built long-term partnerships with new and existing clients, while making the brand experience more enjoyable.”

     

    Brijesh Tanna

    And the third appointment is that of Brijesh Tanna who is appointed Head of Content and Communications for Big CBS channels. He will lead the mandates of Content, Brand Solutions, OAP (on air promotions), and Marketing among other areas. The former Senior Producer for Star India has also served as Associate Vice-President, Content Development & Head Entertainment Commissioning for Astro Malaysia.

     

    Mr Tanna, who has been recognised for his work at NY Festivals, Promax World and Promax Asia, is looking forward to his new role at RBNL. “The company is looking to expand its reach and increase its much-respected offerings. This presents a massive opportunity for a challenging career,” he said.

     

  • Max Hegerman now MD, Edelman Digital India

    By A Correspondent

     

    Max Hegerman

    This is his third job in less than three years. Well, fourth if you were to include the twin hats he wore at JWT. But yeh digital media hai bhai, and a rolling stone often gathers more moss. Or should we say max moss, in his case.

     

    On Thursday (July 18), Edelman India announced the appointment of Max Hegerman as managing director, Edelman Digital – India, in a move to strengthen the firm’s digital offering. The appointment is being announced in conjunction with the firm’s adoption of ‘Edelman Digital’ global branding, a communique notes. He will report to Gavin Coombes, president of Edelman Digital Asia Pacific, Middle East and Africa.

     

    With over 20 years of experience in advertising, marketing, branding and communications, Mr Hegerman will lead the expansion of Edelman India’s growing digital offering. He has spent the past six years in key digital agency leadership positions in China and India.

     

    According to the information provided, prior to joining Edelman, Mr Hegerman was head of digital and chief executive officer at Hungama Digital Services. His LinkedIn profile though mentions that he was Head of Digital at JWT India from October 2011 to July 2013. The Hungama stint was from September 2012 to now, presumably after the JWT acquisition of stake in Hungama’s digital services arm. Over the years, he has worked across organizations such as Tribal DDB, India; TBWA\Media Arts Lab, Beijing; BBDO, Chicago, Illinois; Goodby Silverstein & Partners, San Francisco, California and Wieden+Kennedy, Portland, Oregon, amongst others.

     

    “I am confident that Max’s leadership and the global exposure from Edelman Digital will provide the necessary boost for taking our digital offering to the next level. Edelman Digital, will firm up our capabilities in research and insights, social media marketing, content production and syndication, social and reputational search, web and mobile development, blogger engagement, digital crisis management and a number of other areas,” said Robert Holdheim, CEO South Asia, Middle East, Africa and managing director, Edelman India.

     

    “I welcome Max to Edelman Digital, where our work on clients such as Hewlett-Packard (HP) and General Electric (GE) has already created a strong reputation for us. Max’s experience of more than 20 years across the industry will help us tremendously in addressing the increasing digital needs from our clients in India,” added Mr Coombes.

     

    “As a digital guy, I am really excited to be a part of Edelman India, and to lead the establishment of Edelman Digital – India,” stated Mr Hegerman. “Edelman’s global experience and award-winning digital practice is impressive. And, with Edelman India’s focus on Integrated Brand Engagement, digital is a critical component of the organization’s unique approach.”

     

  • Comedy Central ties-up with Cocoberry for Threesome

    By A Correspondent

     

    Comedy Central has announced that it will be promoting its new show ‘Threesome’ through a partnership with leading frozen yogurt brand Cocoberry. With the purchase of every three Cocoberry cups, consumers get a free voucher that contains not one but three Cocoberry coupons in it. One of these coupons is for a free Cup while two coupons are for 50% discount on the bill value. The limited offer will be available across few select outlets of Cocoberry in Mumbai and Delhi starting July 18 till August 14, 2013

     

    Commenting on this initiative, Ferzad Palia, Senior VP and GM – English Entertainment, Viacom 18 Media Pvt. Ltd: says, “At Comedy Central, we believe in innovation, whether it’s content or brand marketing. We thought Cocoberry is a good brand association for our new show ‘Threesome’ as both have the same objective – to spread smiles.”

     

    Said Rahul Deans, CEO, Cocoberry: We are delighted to be associated with Comedy Central, as we see a good fit between their viewers and our customers.”

     

  • MSL’s Social Hive wins strategy for Lead India campaign (+Editor’s Note on covering events organized by ‘competition’)

    By A Correspondent

     

    Social Hive, MSLgroup’s digital and social practice team in India, won the first edition of the SkunkWorks Challenge ’13, a competition for digital professionals and experts where they were given a 24 hour challenge to crack a strategy or campaign for The Times of India Lead India Movement. The event was organized by afaqs.com.

     

    The two-member team from Social Hive had to submit a 10-day digital campaign for an organ donation drive wherein they had to garner 1 lakh sign-ups. Apart from receiving the accolade, they have also bagged the business mandate to execute their idea for The Times of India Lead India Movement’s digital campaign.

     

    Editor’s Note:

    The information above is based on a communiqué received from MSLGroup. A report on this event is at: http://www.afaqs.com/news/story/38151_afaqs!-announces-winners-of-The-SkunkWorks-Challenge. MxMIndia did not receive any information from the organizers and was not invited to cover the event. Being media-neutral, we have no hesitation in carrying reports on events which are organized by other publications operating in a similar space. However, we aren’t able to do it with all events because we are not invited for them or sent press releases with the info. In this case, because MSLGroup sent us the release, we could carry some info and also use the opportunity to make our point.

     

     

     

  • Amagi takes MAA TV network Singapore

    By A Correspodent

     

    Leading Telugu-language network, Maa Television, is now using Amagi’s localization platform for creating customized local feeds to Singapore for its ‘Maa TV’ and ‘Maa Movies’ channels. Maa TV has gone live with custom feeds on SingTel mio TV since April, 2013.

     

    Broadcasters with common multi-country broadcast feeds can now adapt Amagi’s patent-pending localization platform to easily fine-tune programming played out in individual countries. Broadcasters can ‘opt out’ of specific programs or even specific spot advertising in a country and replace it with some other locally appropriate content for the country by utilizing Amagi’s revolutionary cloud-based localization platform.

     

    “We are able to ‘reliably’ and ‘cost effectively’ comply with all regulatory aspects related to programming and advertising for Singapore on both channels. Amagi gave us an end-to-end solution which has seamlessly merged with our existing systems and workflows”, said J  Shekar, COO of Maa TV.

     

    “Regionalization of content is a pressing need for broadcasters,” said Srividhya S, Co-founder and CTO. “Amagi’s platform can easily integrate with existing workflows and systems of a broadcaster and reliably address regionalization needs like local advertising, local programming to meet audience preferences, content masking for regulatory or copyright restrictions, etc. We are extremely pleased by the positive response to our exclusive platform from global broadcasters and are delighted to add Maa TV network as the latest customer”.

     

  • Understanding the idea of Power

     

    By Priyanka Sangani

     

    Power can be a tricky concept. Most people tend to see it as a mysterious quality that can’t really be defined. Jeffrey Pfeffer, Thomas D. Dee II Professor of Organizational Behavior at the Graduate School of Business, Stanford University, doesn’t agree.

     

    Quiz him on what power is, and he has a ready description – power is the ability to get your way in contested situations. He says that it was primarily to clear the ambiguity surrounding it that prompted his recent book, Power: Why Some People Have It – and Others Don’t.

     

    “Many people see power as something that exists as a mystery. I wanted to explain to people what it actually is,” he says. Power, like any other managerial skill, can be learnt; and over time, you can work towards getting better at it. He believes that power is not a bad thing, in fact, as his definition shows, it’s important when it comes to getting things done.

     

    Understanding power is equally relevant to someone who is aspiring to it and wants to become more successful, for those who want to maintain power, as well as observers and commentators, so that they can better understand the power plays that go on. There is a lot of social science literature and research matter that can be used to understand power dynamics.

     

    A lot of people tend to be uncomfortable with the idea of power, and Prof Pfeffer says that it often stems from the belief that the world is a just place. “People like to see the world as a place where virtuous behaviour will be rewarded. This blinds them to being as observant about their surroundings as they are required to be,” he says.

     

    At times, this blind sightedness can result in your downfall. It’s prudent to keep your eyes and ears open and be aware of the reality around you and not lock yourself in an ivory tower, he advises.

     

    Jeffrey Pfeffer

    While power is automatically linked with the top job, power struggles go on at all levels of the organisation. However, the CEO does have more to grapple with. “If you are the CEO, there are two issues that come up,” says Prof Pfeffer. “To start with, you’ve either been promoted from within or brought in from outside. Either way, you will be surrounded by people who feel that they deserve your job more than you do. It helps to be wary of these internal rivals.”

     

    On the other hand, because you are the CEO, there will always be people fawning over you and sucking up to you. “It is easy to become overconfident and not remain as vigilant or proactive as you should be. It’s important to not let down your guard and to keep doing what got you into power in the first place. Don’t think that now that you are the CEO it’s okay to take it easy,” he warns.

     

    On the other extreme, there have been numerous examples of people in power whose arrogance and uninhibited behaviour sowed the seeds of their destruction, something else you need to steer clear of. It’s important to know how to use the principles of power, says Prof Pfeffer.

     

    The important thing for a person who aspires to it is to build effective networks. Prof Pfeffer recommends getting personal coaching and taking active charge of your career. Ensure that your job places you in the right positions where you have enough visibility, as well as the opportunity to do well. Getting enough exposure to people at the senior levels in your organisation is also helpful. Most of all, it takes hard work.

     

    Prof Pfeffer, who has authored 13 books and teaches a course on ‘The Paths to Power’ is dismissive about leadership literature written by leaders. “Leadership literature written by those in leadership positions is mostly fiction. It’s feel good management literature written to make themselves look like a cross between Gandhi and Jesus Christ which tends to gloss over the bumps and power plays that have happened along the way,” he says.

     

    The rules of the game that you are told are not necessarily the only rules that apply, he warns, and it is possible to play by these without compromising on your ethics. Prof Pfeffer has been a long time advocate of evidence-based management and says that it is possibly to apply that to learning how to deal with power.

     

    “The best way to learn is from social science literature. There is enough material out there and you need to find the research literature relevant to the domain you are interested in,” he says. He agrees that evidence changes all the time, but still, at any given time, it is good to know what evidence suggests. “There are a lot of things going into it and if you don’t really do that and understand power dynamics, then all you are doing is wishful thinking. It’s not the truth.”

     

    It is important for an individual to make the distinction between what’s good for her/ him versus what’s good for the organization. Numerous socio-biological studies have shown that what is good for the person isn’t necessarily good for the organization.

     

    At times like this, he recommends going with what you know is right and good for you because the organization doesn’t really care about you over its own interests. “This kind of conflict of interest is not a new idea and at times like this, it is important to put your personal interests on top,” he says.

     

    You also have to be willing to take risks, and do things that might make you unpopular. “People tend to worry too much about what other people will think of their actions instead of thinking about how effective they are,” says Prof Pfeffer. This often results in people taking the wrong decisions. Any final advice on how to handle power? “Everybody has a boss. Keep yours happy.”

     

    Source:The Economic Times

    Copyright © 2013, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • Shailesh Kapoor: Who stole our Comedies?

    By Shailesh Kapoor

     

    Everyone likes a laugh. Across cultures and eras, ‘Comedy’ has never lost its relevance. In India too, comedy films have a rich legacy, going back to gems like Chalti Ka Naam Gaadi, Padosan, Angoor, Gol Maal and Jaane Bhi Do Yaaro. On television, the ’80s featured exemplary comedy work, none less than Kundan Shah’s Yeh Jo Hai Zindagi.

     

    Television comedy continued to thrive in the ’90s and the early 2000s, with Dekh Bhai Dekh, Hum Paanch, Khichdi, Baa Bahoo Aur Baby, Movers & Shakers and Office Office. You may have missed the nuanced work of Kundan Shah and Basu Chatterjee in some of these, but you certainly couldn’t have complained of quality or quantity in absolute terms.

     

    The last decade, however, has been shockingly under-served when it comes to comic television in India. If we keep aside the launch and the subsequent success of Comedy Central, there’s not much of a story to write.

     

    In 2005, The Great Indian Laughter Challenge made stand-up comedy a mass phenomenon, leading to a spate of clones, till Comedy Circus found a personality of its own, standing out as a unique idea amongst the me-toos. 2005 also saw Sarabhai Vs. Sarabhai, a modern classic in its own right. But as Star One moved away from comedy into romance, they created a vacuum that no one was willing to fill.

     

    Taarak Mehta Ka Ooltah Chashmah launched in 2008 and has been the frontrunner of the comic genre over the last five years. But this has also been a period when other channels have labeled comedy a ‘SAB TV thing’, paying very little attention to it in their core programming strategy.

     

    That it is a case of missed opportunity seems like stating the obvious. Here are 10 reasons:

    1. Comedy films continue to deliver consistent repeat viewing and high ratings on television.

    2. De-stress and relaxation (called ‘Mind Fresh’ by consumers across the country) remains a frontal benefit delivered by television viewing in India. Whenever it has been used well in existing soaps as a device, it has worked wonderfully.

    3. Comedy Nights With Kapil has shown that a good comedy format can beat reality shows with five times its budget on viewer popularity.

    4. Jethalal is the most popular television character on Hindi GECs today, ahead of Anandi, Sandhya, Mahadev and Ram Kapoor.

    5. India is going through a phase of political disenchantment, and time could not be more right for a satirical look at the state of the nation.

    6. General Entertainment Channel (GEC) cannot exclude the most unifying and ‘general’ of all genres!

    7. Some of the biggest Bollywood box office successes in recent years have been comedies.

    8. Rohit Shetty is the No 1 director in Bollywood today, and the only director who can command audience attention like a superstar, purely on the strength of his action-comedies.

    9. There’s liberal sprinkling of humor in the top reality shows, featuring anchors like Manish Paul and Jay Bhanushali. And it works.

    10. Short comedy formats continue to thrive on radio, across big and small towns.

     

    So what gives? Why has comedy become a ‘single-channel + an odd weekend show’ phenomenon? I believe there are two reasons.

     

    One, it is not easy to make the audiences laugh. Writing for a comic show requires special talent, and the writers’ breed thriving today is more of the daily-soap variety. Hence, we have a dearth of good comedy ideas anyway, and those, which may sound good on paper, may eventually falter in execution.

     

    Two, there is an under-estimation of the genre’s potential at the broadcaster’s end. Because not too many comedy shows since Taarak Mehta managed to achieve great success, the genre has been put under question. In reality, it’s the execution that should have been examined. Comedy Nights With Kapil proves that a well-crafted comedy show can achieve mainstream success at par with the best of television.

     

    I hope to see a change, where comedy features as a mainstream GEC genre. The time cannot be more ripe. The need cannot be more under-served. The writing on the wall cannot be more clear. It’s a matter of when and who, than whether.

     

    Shailesh Kapoor is founder and CEO of media insights firm Ormax Media. He spent nine years in the television industry before turning entrepreneur. The views expressed here are his own. He can be reached at his Twitter handle @shaileshkapoor