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  • Sad! Turner shuts Imagine TV

    Turner Broadcasting System Asia Pacific, Inc. (Turner) today announced the decision to cease business operations of its Hindi general entertainment channel ‘Imagine TV’, together with its international feed ‘Imagine Dil Se’.

     

    A communique from Turner Network signed by Siddharth Jain, Managing Director, South Asia, said Imagine TV has “not performed and grown as per expectations”. “While some programmes delivered satisfactory ratings, overall the channel was unable to achieve the ratings consistency needed to sustain the business and support continued investment. As a result, Turner made the carefully considered decision to cease operations of the channel.”

     

    “We are grateful to the Imagine team, which includes some of the most talented and creative people in the Indian media industry. We will use our best endeavors to make this as smooth a transition as possible for them, ” he continues.

     

    ” The company remains committed to future investments and long-term participation in India. As one of the largest global media companies operating in India, Turner has enjoyed a successful track record in delivering high-quality, compelling and entertaining content to our local audiences over the course of three decades. We currently operate some of the strongest media brands in India, including HBO, CNN, Cartoon Network, POGO, WB, TCM and Boomerang. We will continue to be leaders in the media and entertainment industry and to explore expansion opportunities in this important market.

     

    *Please stand by for more *

     

  • BIG CBS Spark now on Dish TV

    By A Correspondent

     

    Close on heels of closing distribution deals for BIG CBS Prime and Love, the BIG CBS Network, a JV between Reliance Broadcast Network and CBS Studios International has inked the distribution deal for the third channel BIG CBS Spark on Asia’s largest DTH provider – Dish TV.

     

    Positioned as the ultimate music destination, BIG CBS Spark offers the huge 12.5 million subscriber base of Dish TV access to the best music mix from the international and Indian market spread across genres.

     

    BIG CBS Spark, targeted at the youth audiences and catering to their entertainment requirements, is loaded with music and peppered with hit shows like the Cheaters, Maximum Exposure, Smash Cuts, Oblivious and Real TV.

     

    This deal takes the total reach of the BIG CBS Channels to a strong 42.5 million households, making sure it reaches its international English entertainment content to its relevant target audiences in India.

     

    With excellent synergies coming into play, the deal helps both businesses benefit with the digitization reform which is in the anvil.

     

    Speaking on the development, Salil Kapoor, Chief Operating Officer, Dish TV, said: “Dish TV, being the pioneer and market leader in DTH industry, has now the bouquet of Big CBS channels for all its valuable customers. We are proud to extend our partnership to the entire BIG CBS Bouquet – BIG CBS Prime, Spark and Love to our 12.5 million subscribers; Dish TV endeavors to bring entertainment at par best in terms of quality content, we hope that our alliance will mutually benefit each other.”

     

    Speaking on the alliance, Vishal Rally, Business Head, BIG CBS Networks said: “We are happy to have the BIG CBS Channel Network on Dish TV. This is part of our continued endeavour to reach the world-class content from India’s No. 1 English Entertainment Network – BIG CBS’s stable to audiences seeking English entertainment in India.”

     

    This alliance complements Reliance Broadcast Networks’ recent campaign called ‘Choose Your Set-Top-Box Wisely’, designed to increase awareness and empower consumers with adequate information to make the right choice while choosing their set top boxes, while parallely enabling operators to build their brand equity. Reliance Broadcast Network has a robust well crafted 7 channel and is ready to maximize from the digital wave.

     

    An equal joint venture between Reliance Broadcast Network Limited and CBS Studios International, BIG CBS Networks has changed the way English language television entertainment is served to Indian audiences. The JV, at start, launched 3 English language  Entertainment Channels marking not just RBNL’s, but the Reliance Group’s entry into the television broadcasting space and CBS Corporation’s channel  entry into India. The themed channels targeted at India’s fast-growing, upwardly mobile population are branded BIG CBS PRIME, a premium general entertainment channel, BIG CBS SPARK, India’s first international youth entertainment channel and BIG CBS LOVE, India’s first ever international entertainment channel for the contemporary Indian couple.

     

    Dish TV is Asia’s largest direct-to-home company and part of the biggest media conglomerate – Zee Group. Dish TV has on its platform 330+ channels and services including 21 audio channels with 12.5 million subscribers, which is growing. The company has a vast distribution network of about 1400 distributors and 55,000 dealers that spans around 6600 towns across the country.

     

  • Khullja Sim Sim returns on BIG Magic to entrall audiences

    By A Correspondent

     

    BIG Magic, the variety entertainment channel for the core Hindi heartland from the Reliance Broadcast Network stable, featuring locally relevant entertainment has further strengthened its offerings with the introduction of Indian television’s most successful game show ‘Khulja Sim Sim’ (KJSS).

     

    The show, which is a local adaptation of the international format Let’s Make A Deal, is currently USA’s No. 2 day time show. BIG Magic has acquired exclusively rights for the format from Fremantle.

     

    The fun-filled game show is a no-brainer based on intuition and luck, making it an ideal opportunity for anyone to participate. An extensive ‘call for entry’ promotion across multiple media will invite consumers to participate and get a chance to be on the show. And the entire show will be shot in UP and MP with local audiences from across the region participating.

     

    KJSS is a simple and entertaining game format. The host randomly picks up participants from the studio audience. The participant has to trade between various options and gets the chance to win a jackpot. Then participants usually have to weigh the possibility of an offer being made for a valuable prize, or a potential undesirable item, or a tai tai fish! Participants stand the chance of winning crores worth of prizes from jewellery to electronic goods and even a luxury car!

     

    The beauty of KJSS is the excellent opportunity marketers of any product category – FMCG, Automobile, Electronics, Travel & tourism, Home fittings, financial products, fashion brands, retail brands  and so on have to showcase their offerings through this game show. The show, which is slated to go on the floors shortly, will soon be announcing a leading celebrity as the host of the show. The show is being produced by BIG Productions, the television content production division of Reliance Broadcast Network Ltd.

     

    Khullja Sim Sim will be promoted through an aggressive multi-media campaign, featuring TV, Radio, OOH, Print, Digital, Cable, Cinema across the Hindi heartland. The Company said in a statement: “We are very happy to bring this successful game show exclusively on BIG MAGIC. Keeping with our commitment to give audiences in the Hindi Heartland a unique entertainment experience, KJSS gives our viewers a once in a life time opportunity to participate in a game show of this stature and win big for themselves on television! And for our advertisers what better opportunity to showcase their brands and product features than this show!”

     

    Reliance Broadcast Network Limited is a multi-media entertainment conglomerate with play across radio, television, intellectual properties and out of home. It houses the following verticals: 92.7 BIG FM -India’s largest FM Network; BIG CBS – A joint venture with CBS Studios International; BIG MAGIC – which marked the Company’s entry into the regional entertainment space. The company also distributesBloomberg UTV, India’s premier business news channel. In the space of live entertainment the company has BIG LIVE a division which develops, executes and markets Intellectual Properties, and synergizing excellently with this division is BIG PRODUCTIONS a division which functions as a television content production house catering to the diverse creative needs of the Indian television landscape.

     

  • LinkedIn Strengthens Follower Ecosystem

    By A Correspondent

     

    LinkedIn – the world’s largest professional network with more than 14 million inIndia- is furthering its commitment to help brands build a more effective follower ecosystem in a business context with the launch of LinkedIn Targeted Updates and Follower Statistics. LinkedIn has signed on a select group of early release partners – including DSP Blackrock, AT&T, Dell, Microsoft, and Samsung Mobile – who will be immediately using these new follower tools.

     

    With these new offerings, this initial group of marketers will have access to the most robust targeting and analytics capabilities for their campaign initiatives on the platform from their LinkedIn Company Pages. They will be able to create hyper-focused follower lists – based on several targeting criteria, including Industry, Seniority, Job Function, Company Size, Non-company Employees, and Geography – to which they can deliver highly relevant content to increase engagement.

     

    In addition, marketers will also have self-service access to an insights dashboard that will further support their efforts by allowing them to assess their follower acquisition efforts; track engagement metrics, including likes, shares, comments, and percentage engagement, over time; and review their followers’ demographic information.

     

    LinkedIn Targeted Updates and Follower Statistics, through the hyper-customization of messages and campaign performance analysis it provides, is enhancing the LinkedIn follower ecosystem and the ability of brands to communicate with their most impactful audiences on the platform.

     

    • LinkedIn’s Unique Follower Ecosystem:

    LinkedIn’s follower ecosystem has been designed to enables marketers to: identify and acquire the right followers; more effectively engage and communicate with followers on a regular basis via relevant content; and analyze and optimize the impact of their follower relationships.

     

    • LinkedIn’s Follow Company Button:

    LinkedIn Targeted Updates and Follower Statistics’ launch follows on the heels of the introduction of the LinkedIn Follow Company button – the first phase of LinkedIn’s follower ecosystem strategy in February. It facilitates engagement through a button added to businesses’ Web pages and other marketing materials.

     

    Also 63 per cent of LinkedIn members expect companies to have a presence on LinkedIn. Members “following” companies and want to maintain these relationships: 70 per cent of LinkedIn members follow or would follow companies on LinkedIn; two out of three LinkedIn followers (64 per cent) would follow companies “indefinitely”; followers are active on LinkedIn (global).

     

     

     

  • WordsWork bags PR mandate for PHD Chamber of Commerce & Industry

    By A Correspondent

     

    WordsWork Communications Consulting has won the public relations mandate for PHD Chamber of Commerce & Industry, a proactive and dynamic multi-state apex organisation working at the grass-root level and with strong national and international linkages. This was the result of a competitive pitch to manage the communications activities of the the PHDCCI across the 12 states that they represent since 1905.

     

    The Chamber acts as a catalyst in the promotion of industry, trade and entrepreneurship. PHD Chamber, through its research-based policy advocacy role, positively impacts the economic growth and development of the nation.

     

    Speaking on the partnership, Neha Mathur Rastogi, CEO & Founder, WordsWork, said: “We always choose to associate with clients that are regarded as the trendsetter in their respective field and this association with PHD Chamber of Commerce & Industry gives us immense pride. Our core value is to run intelligent campaigns that deliver value for our clients. The PHDCCI is a prestigious account for us and we are looking forward to deliver a valuable campaign for them.”

     

    Established in 2009, WordsWork is a young, dynamic and entrepreneurial communications advisory firm.  The organisation’s client list is spread across industries, be it sports to lifestyle to corporate. These include names like Thomson Reuters, The Netherlands Embassy, Monnet Ispat & Energy Ltd, IWC Schaffhausen, Laureus Sports for Good Foundation, German National Tourist Office, Interarch, Hero Women’s Indian Golf Open, Narain Karthikeyan (F1 Racer), and Yo!Chinaamong others.

     

  • Jury meets to select winners of the 9th Mirchi KAAN Awards

    By A Correspondent

     

    The ninth edition of the Mirchi Kaan Awards had an unprecedented response when the Ad gurus met to select the best radio ads of 2011. There were a record 300 entries, a 50 per cent jump over last year. The number of participating agencies doubled to 33 agencies. And the number of entries for the Best Use of Radio as a Medium saw a tripling of entries to a record 31. Entries were spread across 15 categories, ranging from food to cosmetics.

     

    The winners will be felicitated at a gala event hosted by Cyrus Broacha on April 17 at Comedy Store, Phoenix Mills. The Mirchi KAAN Awards was introduced in 2004 to celebrate creativity in the challenging and evolving field of radio advertising. Over the years it has recognised and honoured ground-breaking and original radio campaigns.

     

    Speaking about the ninth Mirchi KAAN Awards, GG Jayanta, National Marketing Head, Radio Mirchi, said: “Every year the stakes get higher. In our 9th edition, the entries and the number of participating agencies have doubled. This is a testament to the prestige that winning a KAAN award gives. I thank the jury for having taken the time out of their busy schedule and selecting the winning entries.”

     

    The eminent jury included stalwarts like Pratap Suthan, Priti Nair, Amit Akali, Malvika Mehra, Manohar Nayak, Josy Paul, Rekha Nigam, Deepa Krishnan, Ramanuj Shastry, Tista Sen, Sonal Dabral and Ravi Deshpande.

     

    Sharing his thoughts about the quality of entries received this year, Josy Paul, Chairman and National Creative Director- BBDO India, said:  “Radio is a very personal and one to one medium. Hence good execution is of utmost importance. There has been resurgence in lot of fresh ideas this year which has lead to more freshness in programming.”

     

    Sonal Dabral, Chairman and Chief Creative Officer, DDB Mudra Group, said: “I am on the Mirchi KAAN Jury for the very first time this year and I am quite excited to be a part of this process. Radio as a medium has a lot of potential. Unlike earlier, a lot of brands have now started including and demanding for Radio advertisements to be included in the overall marketing campaign.”

     

    Ravi Deshpande, Chairman and Chief Creative Officer, Contract Advertising, said: “Advertising is always evolving, and especially radio advertising has seen tremendous amount of growth. Interesting trends of conversations are always happening and it’s nice to see them getting adapted to the medium of radio”.

     

    Ramanuj Shastry, Chief Creative Officer, Saatchi & Saatchi, said: “It’s fun to be a part of the Mirchi KAAN Awards. New writers are coming in, innovative projects are being showcased. As a jury member it is a pleasant experience to watch this fantastic trend”.

     

    Amit Akali, National Creative Director, Grey Worldwide, said: “The Tony Hertz workshop for these aspirants as a run-up to the main KAAN Awards is a commendable initiative by Radio Mirchi. The workshop will help the listeners to learn the nuances of radio advertising and improve the quality”.

     

    This year the theme of the Mirchi KAAN Awards’ ‘Listen, Learn, Shine’ focuses solely on the quality of work in the developing industry of radio advertising. Celebrated and renowned ad guru, Tony Hertz, will conduct a seminar on the art and craft of radio advertising for the aspirants from various ad agencies on April 17 as a build up to the Awards night. ET Now is the television partner and Afaqs.com is the digital partner of the ninth Mirchi KAAN Awards.

     

  • Debrief: Yatra.com: Dangerous strategy

    By Anil Thakraney

     

    Totally filmi commercial from Yatra.com, the travel portal. They have hired the services of Salman Khan and have packed in all the masala Sallu bhai’s flicks contain. And of course, the macho hero does what he does best in his movies: Act himself.

     

    Salman plays some sort of a travel agent who spends all the ad time making fun of a partner/customer over the wig the man is wearing. Basically all the nonsense Khan indulges in on the big screen. Of course, we have no idea how Salman fits into Yatra.com and how exactly we get better deals. What happens in the ad is what happens in Salman’s movies: He totally hijacks the show.

     

    Must say, quite a risky move from Yatra.com. This is like a loaded dice that can swing any which way. People will either recall Salman and his antics and forget all about the brand (what Yatra.com does for you gets lost in all the filmi drama). Or, the star will become synonymous with the brand and that will help in recall when one is planning to travel. He could improve the brand saliency. Only time will tell Yatra.com if they’ve benefited from the actor or if they’ve pissed away a whole lot of money.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=75PU4RwdXJU[/youtube]

    Just one small side observation: A little birdie tells me the middle aged hero has got hair weaving done inDubai. In which case, should the joke not be on him? 🙂

     

    Rating: (On a scale of 1 to 5): 2.5 Marks only for the entertainment Salman provides.

  • HT innovates to increase ad engagement

    By A Correspondent

     

    Given the continual struggle of advertisers to grab attention of consumers, Hindustan Times has launched an initiative to engage its readers with the advertisements appearing in the newspaper daily.

     

    Called ‘Spot the Dot”, Readers have to find a mnemonic dot that appears in two advertisements in the Hindustan Times every day and message the brand names to a shortcode. Respondents stand to win attractive daily and weekly prizes such as watches and laptops.

     

    “As leaders in our field, we have always strived to innovate and set new benchmarks. We believe the advertisements are an important part of the newspaper, and a reader looks forward to the combined package every morning. This contest further increases engagement with the ads, and the response has been quite remarkable,” said Shantanu Bhanja, VP Marketing, HT Media.

     

    Dinesh Jain, CEO, Hover Automotive India, an advertiser with HT, added: “Spot the Dot is a unique initiative undertaken by HT, which helps in building brand recall and creating buzz around the brand. We applaud HT for this initiative.” Promoted every day in the paper through innovative ads, the promo has generated buzz amongst the readers as well as the advertiser fraternity.

     

    HT Media Limited is one of India’s foremost media companies, and home to three leading newspapers in the country in the English, Hindi and Business news segments – ‘Hindustan Times’ (English daily), ‘Hindustan’ (Hindi daily, through a subsidiary) and ‘Mint’ (business daily). ‘Hindustan Times’ was started in 1924 and has a more than an 85-year history as one of India’s leading newspapers. The Company also has four FM radio stations – Fever 104 FM inDelhi, Mumbai, Bengaluru and Kolkata.

     

    The Company has also made a foray into the Internet space through its subsidiary Firefly e-Ventures Limited and has launched successful portals, www.Shine.com, www.HTCampus.com, www.Desimartini.com. These are in addition to the existing websites livemint.com, livehindustan.com and hindustantimes.com.

     

  • Meanwhile @HT: Diptakirti Chaudhuri head strategy & new biz-digital, Parveen Gupta to head mktg in Delhi

    By A Correspondent

     

    Hindustan Times has announced that Mr Diptakirti Chaudhuri will move on from his current role as Head- Marketing, HT Delhi to a new role in the Digital domain as Head, Strategy and New Businesses, Digital Business. In this new role, he would be a part of the Leadership Team of Digital Business, and be responsible for working on new category evaluation and entry. In this role, Mr Chaudhri will directly report to Amit Garg, Business Head-Digital. Mr Chaudhri is a Mechanical Engineering Graduate from the Jadavpur University and an MBA from XLRI.

     

    Mr Parveen Gupta will move to the position of Head, Marketing for HT Delhi. In his earlier roles, Mr Gupta was a critical driver in the relaunch of both HT and HT City. He will be responsible for the entire consumer & product agenda for the brand with. He will report to Rajesh Ramakrisnan, Marketing Head, Hindustan Times. Mr Gupta is a Production Engineering Graduate from Punjab Engineering College and holds an MA and MPhil in Sociology from JNU as well as an MBA from the ISB.

  • Bindass goes Rest Less, for good

    By A correspondent

     

    It’s perhaps a brand that’s far ahead of its time and is known for taking generational leaps to adapt to new market dynamics. It was thus natural on its part to undergo a makeover exercise once again what with the youth of today having undergone a radical transformation in their habits.

     

    Being the third such makeover for the company, youth brand Bindass has announced yet another repositioning exercise that’ll see them don a new garb in everything that they do. Effective April 16, Bindass will present itself in a new and refined avatar to the world with a focus that’ll be even more skewed towards the youth of today. The new change would read: Bindass – Rest Less.

     

    Elaborating on the proposed switchover, Keith Alphonso, Business Head, Bindass said: “April 16 is the switch-on date where you’ll see Bindass in a new packaging, new promos, new music, new logos & graphics, new shows and every other touchpoint as well.”

     

    Delving into the specifics of the makeover exercise, Mr Alphonso said that the entire exercise kicked off in October 2011 where a few important points were taken up for analysis. “The first was we took a long hard look at our business and committed to our stated business intent that we wanted to broadbase Bindass into a youth brand and not just exist as a television channel. The idea was to get Bindass to a position where it was relevant to young people and fulfil a very visible need-gap. We thus went back to the market and for three months did a fair amount of research with Ormax and MarketGate and we zeroed in on a position which we are going to craft Bindass as a brand to occupy.”

     

    Explaining the positioning that the brand sought to occupy, Mr Alphonso said: “The position is something that celebrates success and was based on two trends that we observed over a period of time. One trend was the super-confidence that the Indian youth of today boast about where they see opportunity in everything that they do. But if you scratch a little below the surface, you will notice a certain amount of fragility as well. That’s because of the kind of competition that has been created in the marketplace. As we put it, it’s called ‘fragile invincibility’ – as confident and invincible as they seem they are also plagued with problems and they look for a brand as a touchstone. So what we are doing now is to craft Bindass as the brand that gets you there. The brand that holds your hand on that journey and not to be confused with a career and competition brand, so to speak. That’s because for the young person, success has many connotations. This was the value proposition that we latched on to.”

     

    Having shortlisted on the value proposition, the next move was to get help on the communications front and search for options on how to sell the concept to the desirable TG. That’s where they approached Taproot co-founder Agnello Dias, who has been associated with the brand in its previous makeover exercise as well. Mr Alphonso affirmed: “We got Agnello Dias of Taproot onboard who suggested the tagline Bindass -Rest Less. The idea was that it celebrates constant perpetual energy of the youth of today. So the brand value is about celebrating the people who rest less and succeed. As for the communication, it will happen across multiple mediums, including mass media, print, and so on, but importantly, however we are perceived we will ensure that the spirit of Bindass – Rest less will be embedded there.”

     

    Mr Agnello Dias, Chairman and Co-founder, Taproot India, added: “A key trait that marks youth behaviour today is a sense of constant motion; everyone is either going somewhere or doing something all the time. This non-stop motion, well-channelized is the new objective ideal. Settling down is fast going down the priority list. The bubbling undercurrents of discovery, exploration, invention, challenge, action seem to top that list. The new brand campaign for Bindass captures precisely this, that the youth today are ‘Rest Less’ and actually rest even lesser. We had earlier worked on Bindass’ immensely successful ‘What I am’ campaign as well which really caught on with the youth and this time around with Rest Less we hope to continue connecting with them yet again.”

     

    On how these changes would be reflected on the channel and other properties,  Mr Alphonso stated: “We will be launching two new shows – Live out Loud and Fear Less – in April and July, which will reflect the new change that we are talking about. LOL will let individuals say the one thing they always wanted to say with 250 people from Bindass supporting them in their stance. Fear Less is a gang of friends coming together to help one of their own overcome a debilitating fear. With these shows and more we are moving to a stage where we want to aid in transformation.”

     

    In fact that’s not all, as part of its efforts to be seen as an integrated brand Bindass would be tapping the medium of YouTube in a big way. “We would be launching a new channel on YouTube where we will be releasing short-form programmes only for that space. That medium has its own unique consumption patterns and parameters. We will be creating exclusive content for users on YouTube and not rehash content from somewhere else. Even our Facebook page will go under a radical new layout where you’ll have newsletters giving you information on movie deals, contests, tickets for matches, and so on. The idea is everything that we do is going to be about helping young kids get to their goal faster,” assured Mr Alphonso.

     

    When asked on the need for undertaking continuous makeover exercises, Alphonso reverted: “It has been a deliberate move to undergo repositioning again. When we launched in 2007 we were about Bindass – TV, Web,Mobile- that was a time when other channels were yet to discover multiple content. From there to 2010, we came out with a very attitude-based positioning which was Bindass – What I Am. There was a prevalent thought among young people at that point in time that they just wanted to be themselves. We reflected this non-judgmental spirit of theirs by saying it is an attitude. That was successful for us because it pushed us into a branded play. As of today, because we wanted to broad base our brand, because we wanted to be seen as more than a television channel, to become a new touchstone so that new business opportunities can be explored – for that to happen, brand Bindass had to have a call to action. And, therefore, the new positioning of Rest Less.”

     

    While the first two repositioning exercises did wonders for Bindass in terms of acceptability and attracting GRPs, the idea going forward would be to move beyond being just a channel and move into a space where it could become a huge brand by itself. Affirmed Mr Alphonso: “Probably in a year or two, I could launch Bindass range of jeans and get into doing other such activities; that is what our focus would be going forward. At the end of 18-odd months, you will see the emergence of umbrella youth brand Bindass that will also have a television channel, an events division, branded services, digital, and so on.”

     

  • Why IPLs are no fun without this man

     

    By Biswadeep Ghosh

     

    Think of the Indian Premier League. Forget your favourite cricketers for a while. One, two, three, four… now that you have managed to push the players into the backyard of your mind, who is that one person whose association with the tournament is a fact you just cannot ignore? Rest assured, they aren’t Shibani Dandekar and Archana Vijaya, the two young ladies who do the rounds within the venues, asking unintelligent questions to intelligent cricketers when not busy matching their knowledge of the game with equally informed (or uninformed) celebrities. Despite the presence of so much glamour – which includes one Shah Rukh Khan – the man who is managing to colonise the maximum amount of attention is Navjot Singh Sidhu.

     

    After having been a successful international cricketer for sixteen long years in which he metamorphosed from being a maha-boring batsman to watch – particularly in today’s T20 terms – to someone who could step out and send the ball flying for miles while dealing with the spinners in particular, Sidhu’s second innings as a commentator has been comparably notice-worthy. He has irritated purists with his style of commentating, which is based on a unique formula. He talks very little cricket, and talks too much. As if that is not enough, he showers similes, metaphors, shayaris and proverbs on the viewers, hijacking the time of his colleagues who can do nothing apart from watching him with a partly amused, partly stunned look.

     

    When Sidhu joined the IPL5 commentary team as part of the Sony Max show Extraaa Innings, he had reportedly said that the show beats ‘Vidya Balan in terms of entertainment quotient’, the reference being to the actress’s affirmation that a film is about ‘entertainment’ in The Dirty Picture. Balan’s character Silk had used the word ‘entertainment’ three times, and Sidhu had promised five times more than that.

     

    Somewhat confusing, no doubt about that, since exactly how much entertainment did Silk promise by uttering the word three times? Sidhu may not know that, but he will have an answer to this query for sure. He has an answer for everything.

     

    What kind of rubbish does he talk? How much can he talk? How can he remember so many shayaris, proverbs and god knows what else? How does he misinterpret half the things he knows with so much confidence? As time has flown since the day he became a commentator many turbans ago – he started his career when India toured Sri Lanka in 2001 – what is amply obvious is that he has added a lot of new material to his arsenal, stuff he uses the way only he can.

     

    In the studio of Extraaa Innings, Sidhu, who says ‘gurrru’ whenever presented with an opportunity, came up with an outstanding statement the other day: outstanding since not even George Bush could have given rise to so much unintentional humour. Sachin Tendulkar, he said, is a genius, just as Adolf Hitler and Benito Mussolini were. Hence, the Master Blaster is meant to be admired. Sourav Ganguly, on the contrary, is a man of character. So, he is meant to be trusted.

     

    Presenting, some possible conclusions drawn from what Sidhu said:

    *Tendulkar is characterless, and hence, not supposed to be trusted.

    *Ganguly is not a genius and, therefore, should not be admired.

    *Tendulkar’s genius has parallels in Hitler and Mussolini.

    *A man of character cannot be a genius, and vice-versa.

    *Hitler and Mussolini are meant to be admired.

     

    Poor Harsha Bhogle, who sits right next to the man. Having been reminded of his hair transplant by Sidhu – for the consumption of the entire world, by the garrulous Sardar, who else? – he keeps staring at our protagonist, doing hee-hee-hee, distinctly clumsy and uneasy, acutely aware, one is sure, that he has been condemned to become one part of the ‘Jai and Veeru’ pair in the present edition of Extraaa Innings.

     

    That Harsha and Sidhu have become Jai and Veeru – the legendary characters played by Dharmendra and Amitabh Bachchan in the curry Western Sholay – tells us two things. Firstly, Extraaa Innings is not meant for the cricket connoisseur: which is fine, since neither is T20. Secondly, a character like Sidhu can only make its TRPs shoot heavenward, many watching the show seek the sort of humour that he has come to epitomize.

     

    That Sidhu’s prattle is not a 24-hour-reality in our lives is what works for the man. In a serious moment, when a batsman has failed to negotiate delivery after delivery, he has been known to irritate the hell out of a listener by comparing the batsman to a ‘one-legged man in a bum-kicking competition’. (He is not doing that in this edition of IPL, having been confined to the studios, but he has made many such comparisons in the past). But the thing is, the ‘idea’ of Sidhu has become an addiction with the passage of time. As his loyal fans will tell you, it is not an addiction which is subversive, like heroin, but a habit which makes one smile even when one gets completely exasperated.

     

    As a person talking cricket, Sidhu, having been a top-level cricketer himself, makes a lot more sense than, say, Mandira Bedi, who possibly believed that the leg stump was tied to a batsman’s leg when she had started out. Unlike serious commentators, however, nobody hears him for his reflections on the game. Sidhu’s USP is the ‘out-of-placeness’ of his thoughts, a carefully manicured image he has developed by insisting that the Indian team ‘without Sachin is like giving a kiss without a squeeze.’

     

    As someone who seesaws between being a purist and a lover of baseball cricket’s entertainment – the former, when I watch test matches and the latter, when T20 hits the mart – I am among many who lose it when he starts burying voices around him, and cracking meandering jokes in the middle of a serious discussion. But, my anger subsides when Sidhu says what he thinks is funny and introspective by combining humour with deep thought. He is at his best when devotedly absurd: an entertainer who puts up a whole-hearted performance. He is what every T20 player on the cricket field ought to be. Now, is that a Sidhuism?

     

     

    Born in Patna but based in Pune, independent writer-journalist Biswadeep Ghosh enjoys writing on films, literature and music. But, yes, cricket is his passion, and he (even) follows matches featuring Canada and Namibia whenever he can.

     

    Photograph: Fotocorp

     

  • [MJR] A tsunami of hot air and hysteria on Indian TV

    By Ranjona Banerji

     

    Yes, it is true that there were fears of a tsunami in countries along the Indian Ocean on Wednesday. It is also true that there was terrible damage in the tsunami of December 26, 2004. But there was no need for Indian TV anchors and reporters to start behaving like ambulance chasers as they geared up with excitement to cover this momentous event.

     

    This high-pitched hysteria for every single event, newsworthy or otherwise, gets exceedingly tedious, especially when there is little modulation in tone or pitch. Most Indian TV news channels didn’t even have adequate information nor do they have credible weather anchors, geologists or meteorologists on call. All they can do therefore is to keep repeating the same thing over and over again.

     

    On Wednesday, although a tsunami warning was issued, no tsunami had happened yet. There was no call therefore to behave like the end of the world was upon us. This only engenders panic, made worse by the fact that reporters and anchors say one thing and the texts that run across TV screens imply quite something else.

     

    International channels were a study in contrast. Al Jazeera and the BBC stuck to other world news – Korea, Syria, economic crisis – while CNN concentrated on the earthquake in Indonesia and possible after-effects. There was no breathless reporting; rather the effort was to explain what was happening in a sober and matter-of-fact manner. No attempts were made to audition for a travelling ‘jatra’ party, which appears to be the Indian model. And CNN’s weather expert Mari Ramos was as always excellent in her information and analysis.