MxMIndia

Category: TV

  • After declaring that Bigg Boss is family-friendly this season, Colors has taken the show a step closer to its audiences by flagging off the Bigg Boss Tour, an initiative which will give fans the experience of being close to the stars via a paid tour

    Bigg Boss goes ‘alag’ with tours of ‘house’

    Manoj Gursahani of Bollywood Tourism and Deepak Dhar with Raj Nayak

    By A Correspondent

     

    The intention was made clear at the start when the channel pronounced that Bigg Boss would be slightly different in its avatar through the ‘Alag Chhe’. tagline. After getting it to be a show that can be watched by all in the family, Colors has taken a new step in getting the show a step closer with its audiences by flagging off the Bigg Boss Tour. The initiative would give fans an extraordinary experience of being close to the stars via a paid tour.

     

    Beginning October 19, 2012, Bigg Boss fans will get to unravel all the live action direct from the house, experience the reality and magnitude of the production and the complex set-up besides other attractions associated with the format. As part of the opportunity, Colors has introduced special buses that are designed to simulate the Bigg Boss experience and give fans the ultimate ride from Mumbai to the Bigg Boss house at Lonavala. The project is managed by Bollywood Tourism for Colors and has been introduced keeping in mind the need to satiate the curiosity around Bigg Boss.

     

    The paid tour will be operational every day of the week, except for Thursday till the season ends. The attractions will include a ‘House Tour’ via a secret passage and a look through a special viewing gallery that would allow one access to live action in the house; Hall of Fame, a spot where visitors can relive moments from their favourite seasons and have a look at iconic memorabilia of the most popular housemates; Control Room, the centre of all production activity and a view of the numerous cameras capturing every move; Confession Room, a room for viewers to get a chance to play Bigg Boss housemate and lastly a view of Salman’s Chalet, a place where the host unwinds during the shoot. The Friday tours will be a highlight as the visitors will get an opportunity to view the shoot of the eviction episode by host Salman Khan.

     

    When asked about the novelty factor behind the idea and the need for such an initiative at this juncture, Colors CEO Raj Nayak said, “We decided to do such a thing with a show like Bigg Boss because the format allows us to do something like that. It’s one of the biggest and most expensive reality shows in this country today. Also it is one of the shows which has a cult following and is talked about a lot.”

     

    And that’s not the only explanation. Mr Nayak added, “There is this whole feeling of the show being scripted, so we felt that there is an opportunity where we can bring viewers closer to the channel and that they came and witness for themselves that it is a non-scripted reality show. That’s what led us to get talking with our partner Endemol on the idea, which they readily latched on to. This was followed by the roping in of an experienced team that caters to tourism around Bollywood in Bollywood Toursim. So the three of us came together and recreated this new experience and we think it will fly.”

     

    While the new initiative could be looked as an alternative for the channel to recover the huge costs involved around the show, that is not what its precise aim is. Asserted Mr Nayak, “We are not doing it for revenue at all. In fact I do not know whether we will make money at all out of this and I won’t be surprised if we even lose money. But that is not we are concerned about; we decided that if we cover our expenses great otherwise we will subsidise it. But going by the response I think we will be able to cover our expenses.” According to Nayak, the whole idea behind this venture is to give the viewers an opportunity to come and connect with the show at a reasonable price.

     

    When asked how big a challenge it was in putting together an activity as big as the tour, Deepak Dhar, MD, Endemol India said, “The way the show has been designed it is one human observatory that’s running 24×7. To plug and play into the Bigg Boss psyche was not a challenge; it was an interesting idea that we lapped up. All the three of us then got together to see how we could work this across seamlessly to the extent that the format can allow and what it cannot allow.”

     

    In fact the idea has already attracted the attention of Endemol’s other international teams who have taken note of the activity and are looking at the possibility of emulating it across other properties as well. Asserted Mr Dhar, “It’s just the start now; let’s see how it gets picked up later. There’s already a bookmark on how this can work as of now. But all said and done it’s an innovative thought, an idea that can be replicated to other properties as well.”

     

    While the channel is hopeful of attracting huge ratings in the first week, what it is also excited about is the huge response that Bigg Boss is receiving from the advertisers. Affirmed Mr Nayak, “The advertisers have taken to our show very well. We have got five sponsors on board as of now. Vodafone has backed us again; we never had ‘powered by’ in the past seasons but this time we have Samsung who has come by in that slot. Coming next week, we will have two more sponsors on board so for me it’s a success even before the show is on air. As for the investments, we are spending much more this year so we would want to recover that proportionately.”

     

  • MxMIndia spoke to Nina Elavia Jaipuria, EVP & Business Head, Sonic & Nickelodeon (India), on the importance of an online presence, and how one kids' channel can differentiate itself from the others

    Need to change to be at par with Gen Y: Nina Jaipuria

    Nina Jaipuria

    By Meghna Sharma

     

    Gone are the days when children had to wait for morning or evening slots to watch their favourite cartoon characters. Today, they just have to browse through the various kiddie channels available to catch their favourite shows and characters anytime.

     

    The children’s genre has grown manifold in the past few years with more and more channels launching and bringing international as well as local shows to the Indian living room.

     

    So, how does one stay ahead in this race? And the answer is as simple as – move with the times. There is no doubt that the world is moving online. And the latest addition to the digital world are children who have grown up on ipads and smart phones. Hence, kids channels alone cannot survive on television alone. Most of them have a very active online avatar to attract their target audience.

     

    MxMIndia spoke to Nina Elavia Jaipuria, EVP & Business Head, Sonic & Nickelodeon (India) to find out why is it important for a channel in the kids genre to be online today, and how their channels are different from the rest.

     

    Why is it important for a channel to have an online presence today?

    There are a couple of reasons why one should be present in the digital platform. Firstly and foremost, it helps one to engage with its audience beyond television. It also helps the brand to enhance its presence. It gives a touch-feel-play experience so helps the audience know what the brand is all about. And lastly, it makes it a two-way communication wherein the brand can have a dialogue with its TG and know their likes and dislikes which further helps the channel to know and alter according to what the audience wants.

     

    For us, staying ahead is important and therefore, an online presence helps us create a ‘cool’ imagine among our TG. One has to keep on changing with time if they want to stay at par with Gen Y which is online almost 24/7.

     

    How can a channel benefit from this?

    In the past few years, the traffic online has increased and a majority of them are kids/youth. Therefore, an online presence gives us an idea about what children prefer today. Which indeed helps us to create a strong community based on their likes and dislikes. For a channel, it is important to have this two-way communication rather than seeing it as competition.

     

    What online activities does your channel indulge in? What is your online budget?

    Apart from various (100+) games and videos, we have a lot of contests on occasions like Friendship Day, Fathers Day etc wherein children can win gift vouchers. We also have e-cards as well as paint and print app. For the youth channel – Sonic – we have created a special section ‘TechnoSonic’ which features futuristic gadgets which interests a certain age-group. Also, we have a strong presence on social media where we want to build a strong online community!

     

    Most of our marketing budget is spent on BLT activities like school or mall activities. However, online presence is also very important for us. Thus, an appropriate amount is spent on the digital space as well.

     

    There have been debates about the need for kids’ channels to be more responsible about the content they show. What is your take?

    Yes, I do believe that broadcasters need to be careful about what is shown as children’s minds are easily influenced at that tender age. Therefore, we also believe in gaining the trust of ‘gatekeepers’ ie parents. Most of our children have a moral message like good’s win over evil. Even the language used is very safe.

     

    Even online, we monitor what is posted on our websites. For instance, if an offensive word is found, we delete it immediately. And regular offenders are even blocked.

     

  • Are GECss showing a sensitive side by highlighting social issues in fiction and non-fiction shows?

    MxM Mondays: Are general entertainment channels turning social activists?

     

    Television reflects society and social trends, and hence, a look at TV programmes over the years shows that channels have, from time to time, taken up social issues and woven stories around serious themes. From the era of Doordarshan to today, soaps like Hum Log, Rajni to Balika Vadhu, and reality shows like Satyamev Jayate, to name some, have tackled issues which need people’s attention. And recently, the trend has increased as many issues like female foeticide, surrogacy etc are being shown on primetime.

    So, does this mean that the general entertainment channels (GECs) have taken up the role of social activists or is it just another bid to garner more eyeballs? What role does a channel/broadcaster play while showing such issues? MxMIndia spoke to a few experts and industry people…

     

    Dr B Manjula, associate professor, School of Media and Cultural Studies, Tata InsISS:

    Intially when television was launched in the country, its main role was to educated and enlighten people. Doordarshan showcased not only documentaries but also shows dealing with social issues. With a high rate of illteracy in the country, television was seen as a great option to bring about a change. However, with privatisation and coming in of cable TV, things changed. Media became more of a business than a medium to bring about that change. Broadcasters now are more worried about ratings and gaining popularity among its audience. However, in the past few years, GECs are showcasing serials which have taken a bend towards social issues. But there are two things one needs to keep in mind:

     

    1. How aware are they of the issue itself? Many a times, shows /channels are not aware of issue but only touch it on a peripheral level. Proper and thorough research needs to be done so that not only can shows get an in-depth meaning into their storyline but also help in bringing about a change in people’s mindsets and important points aren’t lost in translation.

     

    2. What is channel more interested in – TRPs or change? Not only channels but many companies too aren’t clear about the two. Corporate social responsibility isn’t about just doing something once in a while but to bring about a change at grass-root level. There is a gap between an idea and what is practiced. An idea might be good but unless and until, it is shown properly, it will be lost. The bridge between the two needs to be filled.

     

    I feel that broadcasters shouldn’t forget that there is still a high rate of illiteracy (around 40%) in the country; hence, for them television is the ‘world’. Therefore, they need to be credible and responsible too instead of just focusing on money making.

     

    Ajay Bhalwankar, Content Head (Hindi GECs), Zee Entertainment:

    That’s been the trend even from the days of Doordarshan. Social issues like discrimination against skin colour, education of the girl child, female foeticide, remarriage, child abuse and surrogacy, etc., are common on primetime shows. They highlight a reality prevalent in society and it gets an instant connect with lakhs of viewers…

     

    We have always handled any social issue very sensitively and showcased the ‘Umeed’ aspect to edutain viewers on how to get rigid customs and views out of their minds and work towards a happier and progressive society. However, GECs do not want to be social activists but are definitely instrumental in spreading the message or creating awareness about a pertinent social cause. The primary purpose of any GEC is to entertain people. I would like to add that Zee TV has a multi-genre offering and is living up to its image of being a socially conscious channel. With path breaking shows like Hasne aur Hasane Ka Tonic Ladies Special, Agle Janam Mohe Bitiya Hi Kijo, Aapki Antara, Pavitra Rishta, Shree, Maayka, Punarvivaah, Phir Subah Hogi, Sa Re Ga Ma Pa and Dance India Dance, the channel has established icons such as Laali, Archana, Antara, Lakshmi, Aarti and Sugni who have entertained audiences at the same time addressed socially relevant issues like autism, child trafficking and remarriage to name a few. So, it won’t be wrong to say that, it has helped in educating the audience. It has also helped in changing perceptions. For instance, parents encouraged their kids to take up dance as a serious career option in India after watching ‘Dance India Dance.’ Punarvivaah, our primetime show on remarriage, has received tremendous positive feedback. Lakhs of people across the world have written into us sharing their stories and how they’ve changed their mindsets to allow their family and friends find happiness a second time around.

     

    Yes, we would all like our shows to have maximum eyeballs but there has to be honesty in showcasing any concept. And not all shows with social causes are successful… that the industry attempts such stories to entertain and edutain viewers in India is good! Change is slow and a constant around us…Our primary objective is to entertain and if in the process, awareness, positivity, happier families and relations are built, we are doubly pleased.

     

    Prashaant Bhatt, Weekday Programming Head – Colors:

    GECs are not taking up the role of social activitss, but just presenting shows that have a context and relevance. If by bringing socially relevant content, we are successful in initiating a social change, we consider our message delivered. Television, today, is more than a medium of entertainment; it’s a mouthpiece for the common man to put his views across. By introducing content that has a social impact, we are doing our bit in raising not only awareness but also extending a platform for discussion.

     

    As a channel, we believe in variety entertainment and offering an experience that is educative and enriching. With this added in our bouquet of programming, we are catering to the different entertainment options of the audiences. It does have an impact on the common man who watches these shows regularly. One case example being a Rajasthani girl named Lakshmi Sangara, who was married off to a much elderly man at a young age. She, aided by her lawyer, succeeded in getting a divorce from her husband after watching Balika Vadhu and realizing that child marriage is an offence. This is our success, if this is the result and the power of a show then we are not looking at chasing numbers but rather making a real difference. It is a challenge for the channel to portray such strong situations in a socially acceptable manner. For us, it is not just about portraying the issue, but being a General Entertainment Channel, we need to craft storylines that are appealing and accepted by the audiences. By using content to set the context for prevalent issues, we are making an attempt to bring about a change in society and the prevailing mindset. And living in a democratic country, it is highly essential to euphemize these issues and present them to the viewers to make their choices.

     

    Samir Khanna, EVP and Head, DDB MudraMax Media:

    We need to make the differentiation when we say that GECs are taking up the role of social activists; that is, break up GECs into two verticals: fictional and non-fictional shows. When we talk of fictional shows, there are issues in these serials that agitate the mind of the audience today with the everyday issues such as dowry, corruption, rape etc which are seamed into the storyline. Now because it agitates the mind of the audience, the viewer gets absorbed into the episode or the episodes of the fictional show. I don’t think, in the fictional shows, they are trying to be the activists. At the end of it all, the aim of fictional show is essentially to sell it to the advertising and marketing fraternity, and to grab eyeballs. Being an activist in a fictional show is difficult since the show follows the storyline with the characters into it. Usually, what they do is plug a sub-story into the show and then they carry it forward. The moment you try to talk too much about it, the show becomes preachy, which people wouldn’t like. It is all about eyeballs.

     

    But the moment you talk of non-fiction shows, like Satyamev Jayate, on the GECs, they not only talk but debate about societal issues and also try to come up with advice. There is this non-fictional weekend show, ‘Zindagi ki Haqeekat se Aamna Saamna’, wherein you have a courtroom set up and the show tries to come up solutions for the fighting family members. There are non-fictional shows that do come up with solutions and advice.

     

  • Combining cricket with the best in class animation it will bring family and friends together to enjoy this enduring series. Howzzattt will air every evening at 6pm on the Discovery Kids

    Gully cricket courtesy Discovery Kids in Howzzattt

    By A Correspondent

     

    In its mission of offering unique, relevant and India themed content, Discovery Kids presents the all-time favourite – cricket in its classic avatar – gully cricket in Howzzattt. Combining cricket with the best in class animation it will bring family and friends together to enjoy this enduring series. Howzzattt will air every evening at 6pm on the Discovery Kids.

     

    The show unfolds the story of victory of good over evil in an engaging and exciting narrative for the kids. The series has funny and quirky characters with tricky situations which kids can relate to in their daily lives.

     

    The good kids group calls themselves as ‘ Gulab Nagar Junglees’ and they put in lots of hard work and play the game by the rules and manage to outwit their opponent by sheer determination and guidance by their loved coach ‘Sweety Aunty.’ The character of Sweety Aunty reflects a true face of Guru and teaches its students right values and prepares them to face the realities of life.

     

    Rahul Johri, Senior Vice-President and General Manager – South Asia, Discovery Networks Asia-Pacific,said, ”Discovery Kids will satisfy the curiosity of millions of children in India with its fun, enriching and transformative programming. Howzzattt is a unique animation series designed to entertain kids and will showcase cricket in a whole new exciting avatar.”

     

    Discovery Kids covers a variety of programming ranging from iconic global content to multiple India-themed series. Committed to offer a comprehensive viewing experience and cater to diverse demands of Indian kids, the programming formats will include highest-quality animation and engaging live action series under multiple genres such as adventure, mythology, nature, history and science. A reflection of the vacuum for programming that blends entertainment and learning, Discovery Kids has gained availability across India on both analogue and DTH platforms including Dish TV and Videocon D2H.

     

  • Maya Digital Studios and Vimanika comics have come together to bring mythological comic characters into their animated avatars. Maya Digital Studios will be creating an animated TV series and TV Film based on one of Vimanika’s best selling comic, The Sixth: The Karna

    Maya, Vimanika bring mythological characters to TV

    By A Correspondent

     

    Maya Digital Studios and Vimanika comics have come together to bring mythological comic characters into their animated avatars. Maya Digital Studios will be creating an animated TV series and TV Film based on one of Vimanika’s best selling comic, The Sixth: The Karna. The project titled ‘The Sixth: Karna – The Warrior Kid’, is a contemporary take on the story of the legendary warrior in a format meant for the kids of today.

     

    The story of ‘The Sixth: Karna – The Warrior Kid’ revolves around the adventures of a present day 9-year-old boy who happens to be the reincarnation of the great warrior Karna.

     

    The TV Film will be a 70 minute long, followed by a series of 104, 11 minute stories that will be created based on this comic series. An exclusive preview of the series will be presented at the Mumbai Comic Con 2012. The film and the show are primarily aimed at kids in the age-group 7-10 and promise an action adventures treat for them, with a subtle connection in the Indian mythology.

     

    Internationally, comic books’ getting converted into cinematic of televised content is a very popular trend. In the recent past we have also witnessed the Indian market warming up to this trend. And taking the lead in this territory is Maya.

     

    Maya Digital Studios is an animation, visual effects & 2D to 3D conversion studio. In the recent past they have created a 3D animated show out of Lotpot comics popular Motu Patlu and converted Amar Chitra Katha’s Sons of Ram into stereoscopic 3D.

     

    Speaking about the association, Ketan Mehta, Chairman & Managing Director, Maya Digital Studios said, “For a child, comics are the first interface with reading & animation with content viewing. Our focus at Maya is to bring in the best possible comic content into an animated form. The Sixth is precisely such a highly contemporary yet traditionally rooted concept, and with our animation, we’ll take this already popular brand to an altogether new level.”

     

    Adding further, Suhas Kadav, Head of the Animation Department at Maya & the director of the film & the series said, “‘The Sixth: Karna – The Warrior Kid’ has an extremely engaging and interesting story. Keeping in mind the core TG of 7-10 year olds, we have woven the story around the great Karna, in such a way that today’s kids enjoy the action and adventure, and get to know some secrets of the great Indian warrior.”

     

    Vimanika comics have garnered umpteenth accolades for their various mythological comics. The Sixth Karna is a story a real hero. He had all the attributes and characteristics of a god but flaws like a human. Karna was born to a royal family and yet he led the life of a lower caste. But more than that, the story highlights how he overcame all the abuses and challenges life threw at him. All in all it is a story from which the reader can draw inspiration.

     

    The Sixth Karna is a very popular brand both – Nationally and Internationally. The comic has a huge cult following which prodded the creators to present the comic via the digital platform.

     

    Says Karan Vir Arora, CEO, Vimanika Comics, “This is an exciting collaboration. It is definitely a huge leap for us where in we will be able to reach out a wider audience. The film and series will be in tandem with the artwork and story line of the comic. However there will be necessary creative changes as it’s a different medium. The Indian mythology has varied layers and our team at Vimanika has always been striving to engage the youth to get affluent and inspired by Indian culture and our rich ancient history.”

     

  • Taproot has created series of TVCs for Karbonn Smart Mobile which is the official sponsor of the Champions League Twenty20 currently being played in South Africa

    Taproot India creates its first campaign for Karbonn Mobile

    By A Correspondent

     

    Karbonn Smart Mobile is the official sponsor of the Champions League Twenty20 currently being played in South Africa.

     

    Taproot has created series of TVCs which is currently on air, and there will be some digital and onground activities as well in the coming days, which are around the same idea, “Can you do two things at a time?”

     

    Shashin Devsare, Executive Director, Karbonn Mobiles explained, “Our superior quality ‘Duple series’ phone A21 is dedicated for dual core processors and is launched under the highly successful umbrella ‘Karbonn Smart’. We asked the agency to come up with a unique campaign so as to communicate the multitasking capabilities of dual core processors being used in Karbonn Smartphones. The creative message in the campaign is centric to Karbonn Smart’s new advertising positioning of connecting with Indian youth with offbeat, humorous & engaging messaging. We are confident that this new campaign will help us engage better with our consumers, enhancing the brand imagery for the smartphone segment in the market.”

     

    Santosh Padhi, Chief Creative Officer & Co-Founder, Taproot India said, “The challenge was to bring upfront the single-minded benefit (Dual Core Processor in the Duple Series Smart phones) basically what it does is, it allows you to do more than one thing at the same time. We took a interesting insight that’s relevant to youth, though youth is known for multitasking, but physical one cannot do two things at a time, hence the whole idea is you may fail to do two things at the same time but the new Karbonn Smart A21 won’t.”

     

    Manan Mehta, Managing Partner, Taproot India said, “This is our first campaign for Karbonn Smart. We were handed over an interesting brief where the target audience were teenagers. The truth about today’s young India is that they are comfortable living parallel lives at multiple levels. Their impatience combined with high ambitions have allowed the unlocking of potential markets, by creating opportunities to launch products that address their needs. The intent of this campaign was to reflect this very mindset of our impatient, multi-tasking audience and demonstrate the product benefit upfront in a rather amusing manner.”

     

  • Worried that the kids are hooked to Sheldon & Co on the GECs? Enter: ZeeQ, billed as India's first edutainment channel, from the Zee group

    Now, learn the Big Bang Theory on ZeeQ

     

    By A Correspondent

     

    Pardon us stretching it a bit in the headline. We loved The Big Bang Theory when it aired on Zee Cafe and earlier Star World. But this big bang theory will be of the real kind.

     

    For, trendsetting broadcast network Zee Entertainment Enterprises Ltd (ZEEL) seems to be at its game-changing best yet again as it announced the rollout of an all-new channel. Called ZeeQ, the channel is being tagged as India’s first edutainment channel and will focus on school-going children and attempt to help parents and teachers in the collective effort to facilitate emotional, social, academic and behavioral development of children.

     

    The channel will be beamed live from November 5 on leading DTH and digital cable platforms as a paid-for channel.

     

    Said Punit Goenka, MD & CEO – Zee Entertainment Enterprises Limited, at the launch announcement on Monday, October 15, “Zee as a group stands by its principle of improvement of human capital, and so is the initiative, ZeeQ. It is a step ahead in fostering the curiosity amongst children through fun and entertainment.” Mr Goenka added by stating that for two decades, Zee Entertainment Enterprises has been making a difference in the lives of millions, and now ZeeQ will sustain that philosophy further.”

     

    According to officials, ZeeQ will have mix of home produced and acquired content. While 70 per cent of the content would be beamed in Hindi the remaining 30 per cent would be in English. Elaborating further, Subhadarshi Tripathi, Business Head of ZeeQ informed that as of now, ZeeQ would be having about three-and-a-half hours of original programming and further one-and-a-half hours of animated programming. While 50 per cent of the programming would be homegrown, the remaining would be sourced from outside and will be retained with ZeeQ for a period of 5 years.

     

    Asserted Mr Tripathi, “The programming and scheduling approach of ZeeQ’s content is geared to help children with subliminal education while keeping them engaged in never-before edutainment fashion. To achieve this, ZeeQ has a mix of programmes that has been specially designed and produced by the programming team.

     

    Some of the shows that have been conceptualized for the channel include:

    • Teenovation — a show in association with The National Innovation Foundation about Children innovators who display brilliance and create utility items for problems they see around them
    • Wordmatch —  a National level Hindi game show for children, which enhances their knowledge of English spelling, word usage, sentence construction and vocabulary
    • Brain Cafe — a super-cool Cafe with anything and everything to do with Science, Brain Cafe is the perfect hang out to learn all about science theories, concepts and their applications in a fun way.

     

    To drive forward its focus on content around education, ZeeQ is relying heavily on the experiences of education division Zee Learn Ltd. On the backing being provided by Zee Learn, Mr Goenka informed, “During production and acquisition of content, we took into consideration the learnings from the 18 years that Zee Learn Limited has been interacting with as many as 300000 students, parents and teachers across India. And this has helped us make its edutainment content engaging and relevant to the needs of Indian children.”

     

    Navneet Anhal, COO – Zee Learn Limited, said, “ZeeQ is based on our core operating principle of ‘What is Right for the Child’. We are confident that the channel will benefit school-going children and help their parents and teachers in the collective effort to facilitate emotional, social, academic and behavioral development of the children. ZeeQ, will further strengthen the endeavor of Zee Learn to prepare children for 21st century by inculcating much needed knowledge, life skills and values.”

     

    MxMIndia spoke to a few media agency heads to gather their perspective on the road ahead for ZeeQ.

     

    Shashi Sinha
    Shashi Sinha

    Shashi Sinha, CEO, Lodestar Universal

    It’s a good idea as the genre is said to be expanding by the day. The move is good one by Zee as India is a young country and is getting younger by the day. Also the investor power is increasing so there is a growing market for Zee and they want to complete their bouquet of offerings. I think there is enough space for more such channels to exist. I do not know what the exact content line-up is but I presume that it will good enough to drive viewership to the channel.

     

     

     

    Gautam Kiyawat

    Gautam Kiyawat, CEO, Madison Media

    With digitization there will always be higher potential for new entrants to be viable. It’s good for everyone.

     

     

     

     

     

    Mona Jain

    Mona Jain, CEO, VivaKi Exchange

    There aren’t many options from a learning point of view for kids today. The (kids) channels of today are more entertainment-centric and do not have much of educative content to offer. This is a good move by Zee where the key would be to have a far more qualitative viewing and bring in a lot of quality content in an interesting manner. Also, this venture is such that it can be promoted by the schools and the parents themselves. This is what happened with Discovery where it managed to get in the required traction as it began beaming as an infotainment channel, an option that was received well by the parents as well.

     

    If you look at the viewership pattern that the kids have right now it emaps into the adult viewership to a large extent. That’s because in India you have large number of single TV households and the kids’ viewership is driven by probably what the mother or parent is watching. Having said that the kids do have content now that is tailored specifically for their viewing. So if one is able to provide such content that is compelling enough and gives information about what’s happening around their universe, I am sure they will be able to pull in their audiences. The USP is that it is niche and not a mass channel, so they shouldn’t have a problem attracting viewers to the channel.

     

    Where Zee is concerned, this move will give them a better bandwidth and better genre-play. For a network to operate across various genres that caters to all possible requirements and needs of advertisers is a preferred option. There are many who prefer to be a one-stop shop for all genres and very few succeed in doing that. This move would surely strengthen Zee’s overall position.

     

    Anwesh Bose

    Anwesh Bose, Senior VP, DDB MudraMax, Delhi

    Nowadays kids have become very important as there has been a sudden spurt of channels that are out to target them. But the way the kids of today evolve, they have already made space for quite a few brands in their minds from a channel perspective. Today there is distinctly nothing for a 4-14 yr-old to whom you can offer everything in one channel. It’s just not possible. It therefore would have made sense if Zee would have changed their TG to 4-9 or 9-14 yr-olds.

     

    I get a feeling that what they used to have as Zee Kids is being recreated again through ZeeQ. But the issue is different: with the coming of age of internet as a medium the kids of today do not want any gyaan; what they want is entertainment. They anyways get enough gyaan in school and if they want more they have Discovery Kids or Discovery Turbo or Discovery Science that has some amazing content to boast. So kids have gone beyond a phase where you can be professorial to them.

     

    To put it aptly, I think the TG could have been more sharp for ZeeQ to have shortlisted. And secondly, if your TG is sharp then the content needs to be planned accordingly. According to me what ZeeQ needs to do is get more contemporary in their approach. It is very essential today for a channel to understand what brandworld a child is living in and act accordingly.

     

     

  • The absence of a-la-carte choice for DTH subscribers was put forth by the Cable Operators Federation of India

    COFI has reservations about digitization

    By A Correspondent

     

    Fifteen days to go and controversies regarding the first phase of digitization refuse to die. Kolkata Cable Operators Digitization Committee has already written to the ministry to take into account their representation in the meetings. Now, the Cable Operators Federation of India (COFI) has voiced its apprehension regarding a-la-carte packages. In a task-force meeting in New Delhi, COFI presented a paper saying, “Government’s promises of a high quality digital cable service with affordable price and a facility to choose their favourite channels and pay only for them will prove false if subscribers find on November I that in spite of paying Rs 800 to Rs 2000 for STB they don’t have any choice and being forced to pay two to four times more to get the same cable TV service.”

     

    The paper then went onto list the offers from MSOs as given on their respective websites:

    • DEN Networks has NO channel from Indiacast (Viacom 18 and Sun) like Colors, Sun South Indian channels etc.
    • DIGI has no STAR channels, no ZEE channels and no SPORTS CHANNELS except DD sports and their package price is Rs. 250 PM.
    • IN CABLE has not given any names of the channels that they will carry on their network.
    • HATHWAY is the only MSO to carry all popular Premium channels on their Network but package with popular channels cost consumers more than Rs 350 (with Taxes).
    • No MSO has given a-la-carte rates of channels to allow consumers to select individual channels.

     

    Channel Package Offers from MSOs

    MSO Name of Package No. of Channels Rate Per Month in Rs (Exclusive of Taxes) Remarks
    Digi Cable Basic 145 180 No Star and ZEE Channels. Minimum customer price after taxes in Delhi will be Rs. 260.00 Taxes applicable on all packages and monthly rentals:1. Entertainment Tax- Rs 20 in Delhi.2. Service Tax- 12.5%

    3. Vat- 10%

    4. STB Rental- Rs 15- Rs 100 per month
    Gold 151 200
    Premium 165 250
    Hathway Basic 135 160 Minimum Customer price Rs 240.00 after taxes
    Medium 198 220
    Premium 242 275
    DEN Pack1 112 180 No Colosr, Sun group etc. Minimum Customer Price Rs. 260 after taxes
    Pack2 219 225
    Pack3 235 270
    WWIL Janta 118 100 Minimum Customer Price Rs. 160 after taxes Minimum Customer Price Rs. 160 after taxes
    Popular1 (Kolkata) 151 150
    Popular2 (Mumbai) 153 150
    Popular3 (Delhi) 142 150
    IN Cable Manoranjan FTA 100 100 Minimum Customer Price Rs. 160 after taxes
    IN Silver 140 225
    IN Gold 175 275
    IN Platinum 200 325
    IN Diamond 250 400

     

    STB Selling Schemes

    MSO Outright Purchase Rental Scheme Hire Purchase
    DEN Rs.1999/- including taxes Rs.799/- + Rs.15/-p.m. for 5 years, excluding taxes Rs.400/- + Rs.40/-p.m. for 5 years excluding taxes
    Hathway Rs.1999/- including taxes Rs.1900/- + Rs.40/- p.m. for 35 months including taxes Rs.500/- + Rs.100/-p.m. for 15 months including taxes
    Incable NIL Rs.500/- + Rs.40/- p.m. for 40 months Rs.500/- + Rs.100/- p.m. for 18 months
    Digicable Not available
    WWIL Not available

     

     

    It was also pointed out that none of the MSOs are offering the Rs 100 FTA package as provided in the regulations.

     

    According to the COFI memorandum, LCOs had raised this point of packages and pricing on 8th June at stakeholders meet in Vigyan Bhawan and were assured by the I&B Minister and MSO representatives that they will come out with final packages very soon. More than 4 months have passed and still no sign of any clarity on packages, pricing of channels and STB schemes.

     

  • Reliance Broadcast Network Limited (RBNL) has announced the appointment of well-known chef Rakesh Sethi as the Network Culinary Head, with the colloquial title of Big Chef

    Rakesh Sethi adds spice to Reliance Broadcast Network

    By A Correspondent

     

    Reliance Broadcast Network Limited (RBNL) has announced the appointment of well-known chef Rakesh Sethi as the Network Culinary Head, with the colloquial title of Big Chef. Chef Sethi is all set to take audiences of the Reliance Broadcast Network across radio and television, on a culinary journey that will include sharing recipes, updates on food, chats with prominent personalities, advice on diet and nutrition, and so on.

     

    Chef Sethi will present a special segment each day on 92.7 BIG FM between 1 and 2pm across the 31 Hindi-speaking markets, where audiences can look forward to tips on creating exciting recipes. He will also offer useful information on the nutritional aspects of food and how to retain them while cooking. There will also be a ‘Food Trivia’ section with listeners where he will share fun and interesting tips.

     

    Chef Sethi will also feature as a part of Big Memsaab on Big Magic and Big Punjaban on Spark Punjabi. On these shows, Chef Sethi will act as a mentor to contestants, leading them through the competition and also hosting special workshops with them. Additionally, he will also present a special family reality series on both channels called Saas Bahu aur Swad wherein he will pit the saas against her bahu as they both cook their best dishes in an attempt to win over the men of the family – who, in a blind tasting, will choose the woman who is the master of the kitchen!

     

    Commenting on his appointment as Big Chef, Rakesh Sethi said, “I am delighted to have come on board the network of Reliance Broadcast, which is known to reach out to audiences in new and exciting ways, across multiple platforms. Together, we will share and celebrate our country’s love for good food that is such a central part of the life and culture in India. I look forward to working with the team and creating, producing and distributing an assortment of offerings that meet the taste buds of Indian audiences.”

     

  • Cable operator Hathway has undertaken substantial marketing initiatives to educate consumers on the benefits of digitization

    Hathway goes all out for digitization awareness

    By A Correspondent

     

    Digitization of TV is less than a fortnight away and Hathway is leaving no stone unturned to educate the customers about the benefits and importance of digitization. With digitization, consumers will be able to watch a wider variety of TV channels in digital quality, providing them better viewing experience than ever before. Digitization will also allow consumers to pick their mix of favourite channels.

     

    Hathway has undertaken multiple initiatives to make the consumer aware that digitization is affordable and will take TV viewing experience to the next level. Marketing activities including advertising placements in mainstream print publications across the country, outdoor advertising and door-to-door campaigns are being conducted to educate the consumers.

     

    Infomercials about digitization are running on Hathway’s local channels, and its consumers are also receiving e-newsletters on the issue.

     

  • Temporary measure meant to defer release of TAM data will benefit all stakeholders, says the TAM Media CEO. A constant check on ground realities will be done via Establishment Surveys

    TAM is digitization-ready, says LV Krishnan

    By A Correspondent

     

    LV Krishnan

    It’s a deferment, and a temporary one at that. It’s not a suspension, as some people have incorrectly termed. In the wake of the impending phase-wise DAS implementation across India, the custodians of TAM Media Research – Advertisers (ISA), Media Agencies (AAAI) and TV Broadcasters (IBF) – arrived at a joint consensus on the need to temporarily defer TAM TV Viewing data release for ALL INDIA market for a period of 9 Weeks starting Week 41 (October 7, 2012, Sunday) and ending Week 49 (December 8, 2012). This deferred data will be released on December 19, 2012 (Tuesday) along with data for Week 50 (December 9-15, 2012).

     

    This decision is aimed aiding Digitization and maintain the benefits of all the stakeholders during the DAS implementation scenario. TAM, on its part, is all set to aid the industry take the next big leap to the Digital World and implement this joint industry decision. Going forward, TAM will continue to keep a close watch of the on-ground dynamics and will be flexible enough to keep adjusting its course, whenever needed. In parallel, to help the industry settle down and understand the ongoing nuances of this consumer shift, TAM has proactively issued an Industry Guide for reference.

     

    On this Joint Industry request, LV Krishnan, CEO, TAM Media Research, said, “We are research specialists who generate and provide data backed by years of global knowhow, local audience understanding and evolving scientific methodologies. This specific request of data deferment by the industry to TAM is purely to aid Digitization and we, as the central and neutral media research service provider, are ready to partner in this exercise for the benefit of the industry.”

     

    “In fact, TAM has been long ready to measure the transition to the Digital World since way back in 2007. We implemented the state-of-the-art, platform-neutral, TVM5 Peoplemeter system then and started reporting data in July 2008. Ever since the government announced the digitization initiative, TAM has been focusing on the key steps required to manage the panel transition from analogue to digital efficiently. TAM has proactively prepared an Industry Guide that will be released soon,” added Krishnan.

     

    TAM is geared up to measure Indian TV Households’ transition from analogue to digital and hand-hold the industry through this phase. It will constantly keep a close watch of the ground reality.

     

    As a special initiative, soon after government notification on DAS, in May 2012, TAM commissioned a special DAS Establishment Survey (DASES) across four metros. These survey waves will continue through November 2012, even after the DAS deadline. This will help maintain TAM TV Viewership data stability for the four metros. In addition to the above DASES, TAM will conduct a special ALL India Digital Establishment Survey (DES) – spanning both urban (including 4 metros) and rural Indian markets in December 2012. While the above gives a ground reality check for 4 metros, this special DES will give a confirmation of digital proportions for ALL India. Also, this will help TAM project the data to the right Digital Universe on an ALL INDIA basis on Week 1 of 2013.

     

  • The IB ministry has said it recognizes that discrepancies had crept into the digitization data earlier.

    Digitization in Delhi crosses 66%, 99% in Mumbai: MIB

    By A Correspondent

     

    As per the data made available to the Ministry of Information and Broadcasting by the Multi System operators (MSO), the level of cable TV digitization in Delhi has increased to 66 percent. It has been reported by the six private DTH operators that 9.45 lakh households have got DTH connections in Delhi as on October 9, 2012. This implies that 19.94 lakh households have cable TV connections. Adding a provision of 20 percent to account for multiple TV homes and TV sets in offices etc., it is implied that about 23.93 lakh subscribers require set top boxes. As per the data made available by the Multi System Operators, 15.88 lakh set top boxes have already been installed in Delhi.

     

    Taking into consideration that the fact that figures given by the ministry have been questioned, the release from the ministry said, “During the initial stage of planning, the data was collated by the Ministry based on the information supplied by the MSOs. On perusal of the data, it was observed that there were grave discrepancies in data, particularly number of Cable TV subscribers in four metro cities furnished by the MSOs.” The Ministry has thus undertaken the exercise to base the data Census of India 2011, released by Office of Registrar General & Census Commissioner, India, which gives authentic figures relating to households and TV penetration in Delhi, Mumbai, Kolkata and Chennai.

     

    The analysis of data received from the four metro cities reveals that overall 77 percent of cable TV digitization has already been achieved. City wise data shows that the achievement of Cable digitization in Mumbai is 99 percent, followed by Kolkata (73%), Delhi (66%) and Chennai (59%). Taking into consideration, the progress made by DTH in this sector the level of digitization goes up to 84 percent in the four metros.