MxMIndia

Tag: 24

  • A 360-degree marketing offensive planned as more action and drama to be packed in Season 2 of '24'

    Colors to launch Season 2 of ’24’ in July

    By Anuka Roy

     

    “When you meet someone for the first time, there is chemistry, magic and love at first sight. That is what happened between me and Anil.” This is how Raj Nayak, CEO of Colors, described the channel’s association with Anil Kapoor’s popular show ‘24’. Colors unveiled the first look of its show 24: Season 2 amidst much fanfare at PVR Icon, Mumbai.

     

    Speaking to the media, Anil Kapoor, who plays the protagonist Jai Singh Rathod said, “We are exploring different plotlines to enhance content relatibility, shooting at multiple real locations outside Mumbai, and ramping up the production scale to enhance the overall television viewing experience. I also thank the entire team of Colors for being with us in this journey and see our labour of love fructify.” The show is co-produced by Anil Kapoor Film Company and Ramesh Deo Productions.

     

    Given the scale of production, marketing plays a very important role in the show’s existence. “We launched this show like a movie because the scale and size of the show deserves that kind of attention. We launched the four-and-a-half minutes trailer which is on Twitter right now. We have learnt what the target markets are, which medium works better from the last season. So, we will tweak it but you will see us everywhere. We will be in print, radio, outdoor, cinemas; in terms of marketing it is going to be one of our biggest properties for this year,” said Nayak about the marketing strategy to make the show much bigger than what it was last season.

     

    Maruti Suzuki S-Cross is presenting sponsor and Oppo mobiles is the ‘powered by’ sponsor. RS Kalsi, Executive Director, Maketing and Sales, Maruti Suzuki, spoke about the association at the launch, he said, “S-Cross is a premium offering, which offers a unique combination of power and performance of a SUV and the comfort and refinement of a sedan. The target audience that 24 caters to and its genre allow us to draw synergies between the brands of S-Cross and 24, which makes it an ideal crossover.” Since cars play an important role in the series, this association is indeed perfect. Even though Kalsi is quick to add that the product placement in the series is not very in-your-face but subtly blends in to the storyline.

     

    “Oppo mobiles have been game-changer in the mobile devices industry through its innovation and leadership and so is the show 24. Our alliance with the show enables us to draw synergies with the show’s target audience and cater to their needs while increasing market penetration and brand recall,”said Sky Li, VP of Oppo and the MD of International mobile business and President of Oppo India.

     

    Season 2 of 24 is being directed by Abhinay Deo and Rensil D’Silva. Along with the cast and crew of the show, Aamir Khan and Sonam Kapoor were also present to support the show at the media briefing.

     

    The show will premiere on July 17, but the time slot has not been decided yet.

     

  • Shailesh Kapoor on the gamechangers that stood out on the content side in Hindi general entertainment channels this year

    Top 5 Gamechangers on Hindi GECs in 2013

     

    By Shailesh Kapoor

     

    For the television industry, 2013 will be best remembered as the year of digitization. Similarly, we hope to remember 2014 as the year of a ratings system overhaul, with the industry shifting to the new system being developed by BARC. We are evidently in a period when technology and not content is emerging as the gamechanger.

     

    Yet, there were gamechangers that stood out on the content side in Hindi GECs too. Here’s a look at my list of Top 5 such shows. Established successful shows like Diya Aur Baati Hum, Saathiya and Balika Vadhu are not a part of this list, as their ongoing success is simply a continuation of what they promised in the last few years.

     

    5. 24

    The much-hyped 24 did not deliver high ratings. But it makes it to this gamechangers list for simply trying. As the Indian television market matures, we are bound to see fiction experiments beyond the regular family-based shows that currently rule the roost for the right reasons. When one such idea clicks, the floodgates will open. But 24 on Colors will always be remembered as the pioneer that brought this change. Here’s hoping for a more-Indianized second season.

     

    4. Qubool Hai

    Launched in late 2012, Qubool Hai scaled great heights of popularity in early and mid 2013, before losing some of the steam towards the end of the year. Driven by good casting that combined eye candy with solid performances, this Muslim social offered cultural variety, but with a contemporary and youthful treatment that had the college girls asking for more. Along with Sapne Suhaane Ladakpan Ke, it gave Zee TV a younger audience base that in turn helped the channel grow during the year, and sizably so.

     

    3. Mahabharat

    Star Plus challenged the status quo on production of daily fiction shows this year. After a rather half-baked attempt with Saraswatichandra, Mahabharat saw a real shift of scale. The show is easily the best-mounted fiction show ever in the history of Indian television. Its perspective on the epic tale is applause-worthy too, with considerable focus on the grey, than just the black and the white. Uneven pace and language comprehension issues may have limited its viewership in the early period, but the serial is now set for a creditable finish in 2014.

     

    2. Jodha Akbar

    Zee TV’s Jodha Akbar is a live case study on how to make a historical theme engaging by giving it a contemporary treatment. Story-wise, the programme uses the tried and tested elements of family and romantic dramas, exploited earlier to hilt in shows like Pratigya and Saathiya on Star Plus. It keeps the language simple, allowing for easy, fun viewing of what could have been an otherwise-overbearing show. Yet, the period look makes the show stand out in the crowd, offering the best of both worlds.

     

    1. Comedy Nights With Kapil

    This has to be a one-horse race if there ever was one. The success of Comedy Nights With Kapil on Colors cannot be measured by its ratings alone. Its consistently top-notch and flawless execution, combining fiction with live entertainment, has left me amazed episode after episode. How can you get something so right, I have often wondered. The show delivers two popular genres, which were beginning to look a bit jaded on television, in a refreshing avatar – Comedy and Bollywood.

     

    The comedy stays away from being crass or lowbrow at all times, yet manages to focus on popular culture and mass themes. The celebrity interaction is nothing we have seen before. It is audience-indulgent, not celebrity-indulgent. By now, it is common knowledge in the industry how celebrities aspire to be on the show and nervously prepare for it, so that they can match up to Kapil’s wit and timing.

     

    Comedy Nights With Kapil is the unifier show we have missed since KBC in 2000 – a show that various sections of the family and the society have an equal appeal towards. Thankfully, its success is not replicable, so we may not see too many clones coming out. Meanwhile, another 100+ delicious episodes await us in 2014.

     

  • As Season 1 of the international TV mega-series 24's Indian adapt drew to a close on Saturday, the Colors CEO spoke on how the series fared for the channel and whether a second season is being planned

    History will remember ’24’ as a gamechanger in Indian television: Raj Nayak

    As the clock ticked to the closure of Season 1 of ’24’, the social media was buzzing with chatter on how the Colors mega-series saw Anil Kapoor giving one of his best ever performances. There were others who spoke about the international teleseries’ superior production qualities and how the entire cast put up an excellent act. For Colors and its CEO Raj Nayak, the acquisition and airing of 24 was a huge gamble. In a business where just hiring the best talent doesn’t guarantee success, 24 is sure to raise the bar much on fictions on Indian entertainment television. MxMIndia spoke to Mr Nayak on the how Season 1, which concluded on Saturday (December 21) did for his channel. Excerts from an interview:

     

    So how was the ’24’ experience?

    For me, it’s been the best experience in my career. And I would say that because my Board gave me the consent and support to go ahead and do a show of such a magnitude that too a fiction show and experiment with something when everybody was sceptical about it. I think people were sceptical because of two things – one, the cost and, two, the quality would be compared to the international format.

     

    Was it ‘Paisa Vasool’ for the channel?

    Yes, it was Paisa Vasool. I think it was Paisa Vasool because from a strategic point of view, we went with our eyes open. We knew we wouldn’t make money on Season 1, even though we have recovered most of the cost because of the way we monetized it.

     

    From a channel and brand perspective, 24 has done several things for us. First, the buzz it has created for me in two months time is possibly the entire PR, we got for our other shows not just in India but globally. Second, it has brought to a Hindi general entertainment channel viewers who probably never watch us – the South Mumbai crowd, for instance now discuss our ’24’. Third, it has also demonstrated how cleverly you can integrate a product within a show if you think it through and do it well. I think that’s what happened with Tata Motors which went on record that its sales has gone up by 30 percent because of 24. You may or agree or disagree with the ratings, but for me, this is the proof of the pudding. Clearly, what 24 has done is create an impact. And it’s not that it ends here. I will re-run 24 on a daily format. When and where I do it is a different issue…

     

    As a daily?

    Yes, I will strip it to make it a daily. There were many people who missed it on weekends. People would call me often to ask me when the repeat airing was on for a DVD. There is an audience that wants to watch a show like this again and again and again. So if I give it a break and I strip it to a daily format, we will see what it can do again.

     

    Hmmmm.

    Purely from the RoI point of view, I think 24 was a super success.

     

    What about Season 2? Is that on?

    We haven’t finalized anything yet but there is intent. Seeing the success of Season 1, I believe Season 2 will do better…

     

    No dates firmed up?

    No, we haven’t finalized anything yet

     

    Internationally, it’s an annual

    Yeah! That would be idea here as well. As you know, internationally Season 1 didn’t go well, Season 2 picked up big time and I think that’s a trend that will happen here as well.

     

    Are your sponsors going to continue with you for Season 2 as well?

    Well, first of all, I would want them to pay double the money because we didn’t know how successful 24 would be (laughs). But, honestly, we also didn’t realize the magnitude of how much value the content would generate and we were very keen on closing the deal because we were going to production then. We have an excellent relationship with Tata motors and from my engagement, they are very happy and I am sure they would want to come in be part of Season 2.

     

    Looking back, would you have done things different to get rated better?

    Yes, we would have done a few things differently. We have realized   and we have analysed what went wrong and what went right and that is something we will ensure that we will fix in next season.

     

    Any one thing that you could tell us?

    Well, while keeping it intellectual and slick and everything, there could be a five percent deviation in terms of dumbing it down without taking away the original content and the storytelling, but just making the television grammar a little more Indian.

     

    Do you think India is ready for slick or as they in Mumbai lingo a chikna show?

    I think India is ready, We know one can’t achieve things overnight. History is often written in retrospective, later in life. This will be one show that will definitely be written about as a gamechanger for Indian television content

     

    Any more international show that you are looking at?

    I am very and I have also heard that all broadcasters are equally keen and in discussions.

     

    We’ve heard Grey’s Anatomy is being done by another GEC…

    From what I learn, they are not doing the original version. They haven’t got the rights for it and are possibly recreating something similar. Shows like Grey’s Anatomy, Boston Legal etc are easily adaptable

     

    So does Comedy Nights come back to being twice a week?

    Yes, Comedy Nights with Kapil will go twice a week again from the first week of January.

     

  • The game is fast-paced and score-based where the player is a third-person, cover-based shooter whose goal is to single-handedly foil terrorist operations organized within Mumbai

    Colors takes ’24’ action to a 3D game

    Mr Raj Nayak CEO COLORS, Mr Ankush Arora SVP Passenger Vehicles Business Unit (Commercial) Tata Motors and Anil Kapoor at the launch of 24 The Game at a Mall in Mumbai

    By Fatema Rajkotwala

     

    Following the mega launch of the Indian version of the espionage drama ’24’ earlier this month, general entertainment channel Colors announced the launch of an interactive mobile game, ‘Safari Storme 24 – The Game’ for an experience of the show on a 3D game format. ’24 – The Game’ was launched last weekend in the presence of a live audience at Mumbai’s Phoenix Market City Mall.

     

    Developed by Gameshastra Solutions, the game aims at offering viewers to experience the real-time action of the show offline. It has been made available for free download in India on iOS and Android platforms and will allow players to live the life of ATU Chief Jai Singh Rathod, portrayed on-screen by Anil Kapoor. The game follows the show’s Season 1 plot where the male protagonist races against time to combat terror and protect the Prime Ministerial candidate from assassination.

     

    Anil Kapoor, actor and co-producer of the show, enthusiastically connected with the crowd at the launch. Speaking about his digital counterpart he said, “As audiences take on my role as ATU Chief Jai Singh Rathod on their mobile phones, players will have to race against time to protect the city against terror attacks. The fast-paced game shares multiple characteristics with the show which will only add to viewers’ overall experience.”

     

    Talking about the USP of the game, Raj Nayak, CEO, Colors said, “This is India’s first-ever 3D game based on a television show. The game is also unique because the various levels and themes of the game will progress as the show progresses. It is an innovation that brings us closer to our audiences.”

     

    The game is fast-paced and score-based where the player is a third-person, cover-based shooter whose goal is to single-handedly foil terrorist operations organized within Mumbai. ’24 – The Game’ allows to audiences to step into the shoes of ATU Chief Jai Singh Rathod and explore his various characteristics over a course of 30 levels. Players will be privy to an arsenal of weapons along with support powers like health packs, additional guns, Harrier Strike and Missile Barrages that can be purchased through redemption of points earned during the game. All players will also be able to compare their standing as they race against time with each other through the Local Leaderboard which will share their score details with other gamers. The quickly accessible and intuitive control schemes allow players to experiment with 4 types of A.I. that come with a variety of actions and behaviours.

     

    Gamification is a great innovative medium and the latest buzz word in the ad world. It breaks through the clutter as it gives brands a unique platform to present to its customers key attributes of the product.

     

    Tata Motors’ SUV brand Safari has partnered with the show for in-film placements. How much of these efforts translate into sales? Speaking to MxMIndia, .Ankush Arora, Senior Vice President, Passenger Vehicles Business Unit (Commercial), Tata Motors said, “The association has been great for our brand Safari, as the first Indian SUV and 24, as the first thriller-drama-action show is a great fit. We feel that the character that the lead protagonist plays perfectly suits the brand too. ”

     

    Talking about future associations and customer initiatives for Safari, he added, “We have a very strong loyal customer base and we are looking at extending that to a digital platform by starting a Safari Owner’s Club. We will be announcing it very soon. Our association with the show will continue and be taken all around the brand.”

     

  • Secretly, many in rival channels are praying for the success of '24' Shailesh Kapoor

    Shailesh Kapoor: All Eyes on 24!

    By Shailesh Kapoor

     

    There can’t be another topic for this column today. In what will be eventually remembered as one of the watershed events in the history of Indian television content, the Indian adaptation of popular series ’24’ goes on air on Colors tonight. The channel has promoted the show aggressively over two months now. When the first look broke, its film-like sleek look caught the attention of many in the media. And the interest continues to grow, as we get closer to the first episode.

     

    The million-dollar question, of course, is: Will ’24’ succeed in India, a market grown and fed on traditional family soaps in the name of fiction content? I won’t hazard a guess, but it is worth defining what “success” could mean in context of ’24’. All well-executed onternational non-fiction formats have taken their time to grow over seasons in India, as audience familiarity increases with each season and hence does their comfort level with the format.

     

    I’d expect ’24’ to be no different. To me, the first season will be a testing ground and an average TVR of 2.5-3 should be good enough for the channel to green-light Season 2, which I’d expect then to be bigger. So, we are not looking at 4-5 TVR. That would be unreasonable on many counts, especially the unfamiliar fiction genre 24 offers to a relatively under-exposed audience base.

     

    What if ’24’ succeeds?

     

    If ’24’ delivers to the industry’s general perception of success, we can expect two key changes. For one, you will see other channels getting bolder and more pro-risk in their fiction choices. After all, not too many channel executives actually relate to the content that they have to dish out, and in that sense, find themselves ‘creatively blocked’ by audience demands. ’24’ will allow them to express themselves better, coming out with ideas that they can truly relate to. Like always, you will see outrageously silly ideas too. But that’s a part of the deal.

     

    The second change will be in the talent itself. In the ’80s and the early ’90s, many prominent writers, directors and actors were a part of mainstream television, till daily soaps took over and only the likes of Alok Nath could sustain their interest. With ’24’, and Sony’s forthcoming show by Anurag Kashyap, we are seeing the return of film talent to television content after two decades. The floodgates may open if ’24’ works.

     

    What if ’24’ fails?

     

    This is an option many of us will dread, purely because it will rob us of new and interesting content in the immediate future. Secretly, many in rival channels are praying for ’24”s success, because of this reason.

     

    If ’24’ fails, it will propagate the myth that Indian audiences are not ready for content innovation. The truth is that the audiences may be ready, but there is a difference between being ready and being diehard consumers. The journey from readiness to fan-following needs time, hand-holding and a couple of seasons. One would like to see Colors back this property for at least one more season, even if it doesn’t work this year.

     

    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

     

  • Indian showbiz just does not have writers who can pen such superlative scripts and dialogues like 24. The very average quality of writing in our movies and soaps is a clear indication of that.

    Anil Thakraney: Star India’s massive gamble

    By Anil Thakraney

     

    Actor Anil Kapoor, who played a smallish role (after hectic lobbying) in the cult American TV serial 24, now wants to re-make it in India. Have we totally run out of desi programming ideas? Well, that’s a topic for another day. What interests me urgently are media reports which suggest that Star Plus has bought the rights to the Indian version for a mind-numbing sum of Rs 85 crore. No TV show in the history of Indian television has commanded that sort of a price tag.

     

    One sincerely hopes Star is rejoicing over this sensational investment. Because quite honestly, I have serious doubts if the Indian cast and crew can pull this one off. I watched two seasons of 24, and I can tell you the show is simply unstoppable. I had to postpone work assignments and a lot of sleep in order to finish all the episodes, it was that riveting. Now, here are the reasons why I believe 24 rockedAmerica: the pace is extremely brisk, the script is powerful with many sudden twists and turns, the acting is superlative and the special effects, fantastic. However, what shines the most are the kickass dialogues, they keep you hooked.

     

    I am not sure if we can deliver all of that in India. And my scepticism is rooted in three huge areas of concern. One, Indian showbiz just does not have writers who can pen such superlative scripts and dialogues. The very average quality of writing in our movies and soaps is a clear indication of that. Two, our directors seldom deliver on both, form and content together. On 99 per cent of those projects, when it comes to producing with style and chutzpah, the content gets compromised. If a talented Farhan Akhtar can commit that folly (Don 2), you can easily imagine what a risk this is with others in the frat. And three, 24 is a gritty show that pulls no punches when it comes to featuring political debates and communal tensions. That’s one of the reasons the American audiences connected with it. In a hyper-sensitive and a vote bank politics-led India, where people are ready to protest at the drop of a hat; that will be a tough act to follow. And too much caution will kill this particular show.

     

    Well, all I can say is that Anil Kapoor and many others are about to hit the jackpot. Good for them. And I hope the Star network isn’t the only one left short-changed. Good luck to the channel!

     

    ***

     

    PS: BBC’s Top Gear presenter, Jeremy Clarkson, has pissed India off. The mischief-monger made fun of our ‘lack of hygiene’ in his India series. Now, instead of ignoring the man’s rubbish, even laughing it off, the Indian High Commission inLondonhas formally complained about the programme. And they have demanded an apology. Come on guys, the man is a comedian. Surely a billion plus Indians can’t be so under-confident as to take a joker seriously. When will this nation learn to be cool?