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Tag: Viacom18

  • Well, that’s what Navin Shenoy, Marketing Head of Youth, Music & English Entertainment at Viacom18 seems to say after bagging the Creative Company of the Year at Goafest

    Big creative agencies, beware. MTV can do your job, cheaper

     

    At the Creative Abby awards at Goafest 2019, Viacom18 bagged the coveted Creative Company of the Year pipping legacy agency brands in the rankings roster. MxMIndia caught up with Navin Shenoy, Head Marketing of Youth, Music and English Entertainment at Viacom18 to get his views on the win….

     

    MxMIndia: You should be celebrating, instead you are looking very serious?

     

    Navin Shenoy: Me? I am always a serious kind of a guy.

     

    Congratulations on being the Creative Company of the Year at the Abby at Goafest.

    Thank you so much. We are very thrilled at this. We got a fantastic team back at MTV and I think we have been in a period of transition for a while now. And finally, all of this is coming together. It’s working out for us. So, we are really thrilled. The whole team is over the moon.

     

    We have always known MTV to be a frontrunner in terms of creative output. You do think out of the box etc. But to be the creative company of the year at the Abby is dramatic. You have many creative biggies participating – okay, not all of them, and there are digital agencies. As a marketer, can you assess this and put in reference to the rest of the industry?

    Well, I think all the old structures are changing massively in terms of how a marketer should look at the options in terms of partners. I think for us everybody is competition. Advertising agencies are competition, media agencies are competition. We are currently in a place where we are able to provide a full 360-degree solution. We are able to provide creative, we are able to provide inventory and media, we are able to provide customised solutions, we have an insights studio which gives great insights into youth. So, I think there is a lot of hard work that has gone behind pulling this together and I think it’s come at a great time for us. It gives us more impetus to take this forward.

     

    ¥ou have worked across the spectrum in terms of organisations, FMCGs, telcos etc. Since you have got an award like this do you see other organisations also doing the same… get into creative mode?

    Yeah. Sure. I think innovation is now a given. Earlier, it used to be 20% of what possibly organisations used to do. I think unless you’re innovative and creative an organisation is more likely to be built to crash. The earlier paradigms that were built to last are far gone. Most organisation are built to crash if they are not built for innovation or creativity. And I think this is an important lesson for everybody saying that you need to keep re-inventing yourself. It’s unlikely that the same framework will be used for evaluation. What’s going to happen is that media, digital, creative, marketing, all of those technology, all of those are likely to collapse into a single sort of structure. And whichever organisations are best placed to take advantage of that are the ones who are likely to win, and we are hoping to be one of those. Hopefully this award sets us on the path forward.

     

    You have also worked with agencies in the past. Do you think that there is a message here for the traditional agencies? Today, you have won the Creative Abby. Tomorrow, you could be winning the Effies?

    Right. Definitely there is a message for everyone, including us. You would have heard of Accenture buying Droga5. Now, Drog5 is a creative hotshop and Accenture is known for its consulting jobs. Now what’s happening is an Accenture is actually looking at the other end of the spectrum and they have acquired a Droga5 to try and play the whole spectrum. Similarly, we seem to be in a great position now, to be able to play the whole creative to media spectrum. So, the message – rather a lesson – for every other company is that if you end up being unidimensional, you are not innovating, you are not able to provide across the spectrum, it’s likely to be a sign that you are going to struggle in the times to come.

     

    But does this also put pressure on you? Because till now, you were concerned about television and other platforms. Does this now put a new kind of pressure on you – of achieving the impossible on the creative front

    Yeah. It does, but we love this pressure. We think we are doing some great work and hopefully there will be other people who will believe so as well. And we love this pressure and we are going to take this to a whole new level. And I believe in the next 12-24 months MTV is poised to take this up quite a few notches.

     

    Winners at Goafest Abby also go on to enter other awards. Are you looking at trying elsewhere too?

    Of course, we are. Our ambitions are sky high. Recognition is a byproduct. We intend to do world class work that cuts it across the board on all platforms and Cannes would be an important platform. So, like I said in the next 12-24 months we are expecting to do work that is global, that is hitting global standards, that is setting the standards for other brands and in that sense hopefully Cannes will be one of the byproducts.

     

    For the benefit of people who are not aware of things, how large is your creative team?

    Well, we have got an interesting bunch of people there. I think the diversity and the width is what makes us unique. We have got a set of people who are craft-driven, people who are production- and creative- and video- driven. So, that’s one unique perspective that we bring to the table. We have got a set of people who are brand solutions-driven… who are creative but can think, like say, what a classical traditional agency might think? We have got a set of marketers who think for the business and finally, we have got a set of research people who are part-anthropologists, part-media experts, part-youth experts and these are people who bring pure life insights to the table. I think the potent mix is when we bring all four of these together and we put a solution on the table, or we put any output on the table. Whether it’s for brand MTV or whether it’s for a brand who has come to us for a customised solution. I think that is really the X factor that is giving us the edge.

     

    So how large is your team?

    This is a totally a team of around 30 people. We prefer to keep it lean. We are very picky about the people we chose to be in this crack team. But yeah, it’s working for us well. As the business expands, hopefully, we will add more people to the team.

     

    Lean? Thirty people makes to be the size of a smallish agency. Are you open to doing to work for others as well?

    Of course, we are. You know, as I met other people at the Goafest this time, I have been telling them that as I have been hearing them go to production houses with ideas where they have struggled to manage costs. I think one of the things, that is happening is on an average a marketer is getting an ad film for, let’s say, Rs 50-70 lakhs in the ballpark. And I think we can do a very good job of this because we are in an ecosystem. We do it for our own brand and for other brand as brand solutions. So, I have been telling a lot of my friends in creative agencies, all my friends in marketing organisations that they should look at us as an option.

     

    So could well be providing some competition to the existing biggies?

    Absolutely. Why not?

     

     

  • A University of Rochester and IIM Ahmedabad alumnus, Rakshit is currently serving as the President and CEO of People Group that owns and operates Shaadi.com

    Viacom18 appoints Gourav Rakshit as COO, Viacom18 Digital Ventures

    By A Correspondent

     

    Gourav Rakshit

    Viacom18 has announced the appointment of Gourav Rakshit as COO – Viacom18 Digital Ventures. He will be joining the organization this month (May 2019), and will report to Sudhanshu Vats, Group CEO & MD, Viacom18.

     

    Said Vats on the appointment: “Our digital foray has grown exponentially since its inception 3 years back, with the sharply segmented businesses – the ad led model, the international business and the soon-to-be-launched subscription-based VOOT Kids service,” adding: “As we unlock business value, Gourav, with an in-depth understanding of digital disruption and a proven track-record of envisioning subscription growth, is the right person to lead our talented teams across the Digital Ventures portfolio.”

     

    A University of Rochester and IIM Ahmedabad alumnus, Rakshit is currently serving as the President and CEO of People Group that owns and operates Shaadi.com where he has been working for the last 11 years. Before joining the People group, Rakshit worked with Nestle, Planetasia (of the Microland group) and Infosys.

  • This tongue-in-cheek campaign has been created by Tilt Brand Solutions

    Comedy Central alerts viewers to vote via #ChooserNotLoser campaign

    By A Correspondent

     

    On the occasion of the 2019 Lok Sabha elections, Comedy Central has launched a campaign that depicts different scenarios, unified by a single message which reminds citizens to cast their vote, lest somebody else makes a choice on their behalf.

     

    This tongue-in-cheek campaign, #ChooserNotLoser has been created by Tilt Brand Solutions and produced by Tilt Studios.

     

    Commenting on the campaign, Ferzad Palia, Head – Youth, Music & English Entertainment, Viacom18, said: “India is a young country, with nearly 15 million voters newly eligible for the upcoming general elections. Being a responsible brand that appeals and resonates with the country’s youth as well as other age-groups, Comedy Central adopted an approach that’s synonymous with its spirit to evangelize the importance of each vote. Driving the message through cleverly curated videos with a comic narrative yet an underlining powerful call to action, we hope to influence every citizen to go out and exercise their right to vote.”

     

    Added Shriram Iyer, Chief Creative & Content Officer, Tilt Brand Solutions: “The idea #ChooserNotLoser, coupled with three quirky scripts deserved an execution that’s both thought-provoking and humorous, given it’s after all a message from Comedy Central. The three sketches depict the significance of making one’s own choice by dramatizing the repercussions of not exercising it. A wakeup call to take a step towards the polling booths.”

     

     

  • MTV decided to delve deep in the lives of young people from Somalia, Iraq, Syria, Sudan and North Korea

    MTV’s latest campaign urges viewers to vote

    By A Correspondent

     

    Introspecting on the power of democracy. MTV has launched its election campaign urging the youth to vote, because they can.

     

    Going beyond the portrayal of the stereotypical international youth in mainstream media, MTV decided to delve deep in the lives of young people from Somalia, Iraq, Syria, Sudan and North Korea, bringing home a message for the Indian youth – not everyone around the world is empowered to vote.

     

    Commenting on the campaign created by Leo Burnett Orchard, Ferzad Palia, Head – Youth, Music & English Entertainment, Viacom18, said: “India’s youth has an influential role to play in determining its future. Ahead of the General Elections 2019, MTV is proud to raise a strong voice, urging the young Indians to exercise their power to vote. Moving beyond the realm of the ordinary, this campaign evokes strong emotions and compels us to reflect on the privileges that accompany our democratic powers.”

     

     

    Speaking about the campaign, Rajdeepak Das, MD India and Chief Creative Officer Leo Burnett South Asia added: “Democracy is a choice we have, and it comes to life when you see people from different parts of the world who don’t have the freedom of democracy. To bring home this point, in this campaign for MTV we have taken a macro-view of democracy and juxtaposed it with people coming from war torn countries who have fled from their homes under great duress for safety and security. With the help of our Leo Burnett global offices we have actually managed to shoot in the war conflicted areas and portrayed the real-life situations to bring this campaign to life! It’s a true Humankind campaign. Democracy is our privilege and Leo Burnett Orchard and MTV urges everyone to go out and vote. Because you can.”

     

     

  • It was yet another year of rationalisation and tweaking of Abby Award categories

    Viacom18, and not a creative agency, tops Creative Abby 2019

     

    By A Correspondent

     

    Goafest 2019 came to an end on Saturday evening with broadcaster Viacom18 bagging the Creative Company of the Year at Abby 2019.

     

    Commenting on the winners, Shashi Sinha, Chair of the Awards Governing Council, Abby Awards, said: “It has been another great year of the Abby Awards We’re happy that the big winners are in Audio Visual. We have taken certain steps to encourage entries in those specific categories. We’ve opened up, bifurcated and streamlined certain categories to enable that. A lot of the work that has been entered here is very good work.”

     

    On the rise of digital that was evident in the list of Abby winners, Vikram Sakhuja, President, The Advertising Club, added: “This has been the best year for digital ever. People are realising now what the true power of the platform is. Earlier digital was an add on, now with the advancement of the platforms the syntax has to change. In the shortlists there was almost 50-50 between digital and broadcast.”

     

    Adding on to the evolution of digital, Ashish Bhasin President of Advertising Agencies Association of India (AAAI) said: “In a few years we won’t differentiate between a digital agency and a non-digital agency, because down the line if an agency cannot do digital, I don’t think it can retain business. This is the democratisation that I was talking about, the market has opened up so that not only the big names, but even smaller and boutique companies are coming in with good work.”

     

    Said Nakul Chopra, Chairman – Goafest 2019 on the tweaking and rationalisation of award categories: “There is a proactive effort we have made to be fair to all constituencies, through our various categories. At present we see more affinity towards some categories while maybe some years down the line merging of a couple of categories will make sense. While the market and field evolves, we as custodians of the market standards will simultaneously evolve to reflect those changes.”

     

    There were a total of 2700 entries across the various creative and media categories.

     

  • The number of metals awarded this year in the media awards leapfrogged to 62 from the 38 last year

    Mindshare maxes Media Abby on Day 1 of Goafest

    Viacom18 Group CEO Sudhanshu Vats with the victorious Mindshare team

     

    By A Correspondent

     

    GroupM agency Mindshare bagged the Media Agency of the Year title on Day 1 of Goafest 2019. Mindshare bagged four golds of the 19 golds presented. There were a total of 62 metals awarded this year as against 38 presented last year.

     

    Madison Media was ranked second followed by IPG Mediabrand agencies Initiative Media and Lodestar UM at No 3 and No 4 respectively. Carat, a division of Dentsu Agency Network, was placed fifth. Also presented on the first day of the three-day annual celebration of advertising and media was the Publisher Abby.

    Nakul Chopra, Vikram Tanna, Vikram Sakhuja, Sudhanshu Vats, Ashish Bhasin, Jaideep Gandhi and Shashi Sinha at the inauguration ceremony of Goafest2019 | Dainik Jagran wins Best marketing of a printed newspaper edition in Publisher Abby awards at Goafest2019

     

     

    The first half of the day began with singer Shaan performing live and reminiscing some of his advertising jingle days. This was followed by the Industry Conclave and later the Abby awards presentation.

     

    Speaking about Goafest 2019, Ashish Bhasin, President of Advertising Agencies Association of India (AAAI) said: “Over the last few years, we have seen the growth in participation with lines blurring between the media and creative disciplines. At Goafest 2019, on the back of an exclusive list of speakers and artists, we have seen a sustained registration of about 2000 delegates, while Abby Awards have seen 2700 entries this year.”

     

    Said Shashi Sinha, Chair of the Awards Governing Council, on participation in this year’s Abby awards: “Abby Awards continues to be the gold standard in creative and media awards. In today’s scenario, creativity is no longer limited to creative agencies only. We are also increasingly seeing it coming from other industries such as digital, PR, analytics, etc. This trend is evident in the diversity of participants and winners witnessed in the Abby Awards.”

     

    Said Nakul Chopra, Chairman – Goafest 2019: “Democratisation is a trend sweeping through the industry and we are proud of Goafest 2019 being an integral part of this change. It has been our endeavour to drive inclusivity irrespective of size and without the limitation of cost and opportunity.”

     

    According to Vikram Sakhuja, President, The Advertising Club, there has been an attempt to rationalise categories and getting an eminent jury. “This has led to a higher participation with around 15% more agencies entering their work this year,” he said.

     

    Goafest 2019 has Viacom18 as Presenting Sponsor and is powered by MX Player. The Industry Conclave was sponsored by Discovery Channel.

     

    Day 1 Press Release_2019

  • The ‘MTV Ka #TVKahaanGaya’ campaign is a showcase of how the youth is attracted to consuming relevant content

    We’re hot on TV & OTT, says MTV campaign

    By A Correspondent

     

    MTV has launched its ‘MTV Ka #TVKahaanGaya’ campaign, showcasing the channel’s strength on Viacom18’s digital platform Voot. The campaign notes how the youth is attracted to consuming relevant content at their own pace and time.

     

    Commenting on the campaign, Ferzad Palia, Head – Youth, Music and English Entertainment, Viacom18 said: “The perception today is that the Indian youth spends lesser time-consuming content on TV, which couldn’t be farther from the truth. Time spent on TV content and online video has gone up amongst youth. The MTV ka #TVKahaanGaya campaign is conceptualised from that thought and lands the creative rendition in the quirky MTV style. Over the last year, our TV ratings have doubled and consumption on Voot has grown 3-fold, a testament to our belief that content is the king. Comparing to the previous season, shows such as Roadies Real Heroes have accounted for 42 per cent viewership growth on Voot and MTV Unplugged has seen an increase of 52 per cent, respectively.”

     

    Speaking about youth content on Voot, Akash Banerji, Head- Advertising Video On Demand Business, Viacom18 Digital Ventures said: “Fandom is a phenomenon that transcends platforms and can help brands grow in both linear and OTT. MTV content works very well on Voot and has engaged 30 per cent of Voot viewers till date.”

     

     

  • As part of its future growth strategy, the platform also announced the further scaling of its current content library with over 30+ originals across genres and languages, to be launched this fiscal

    Viacom18’s Voot targets 100mn MAU. Announces plans for freemium & kids

    By A Correspondent

     

    Viacom18’s digital video-on-demand streaming service aims to reach 100 million monthly active users within the fiscal year. According to information shared, its current MAU number is in the vicinity of 55 million.

    At a media briefing on Friday, Sudhanshu Vats, Group CEO and MD, Viacom18 also announced the currently advertising-supported video-on-demand model (AVOD) will soon diversify into four distinct businesses: Voot AVOD, Voot Kids, Voot International and Voot Freemium. Viacom18 also announed the setting up of VOOT Studios, a content-tech solution for advertisers looking to connect with digital audiences with branded shows, sponsorships, interactive formats in addition to various bespoke offerings.

    As part of its future growth strategy, the platform also announced the further scaling of its current content library with over 30+ originals across genres and languages, to be launched this fiscal.

    Said Vats: “India will have an online consumer base of more than 500mn by 2022. Of this, more than 3/4th will be consuming video content. While technological advancements allow us to personalize content consumption, growth for the category will come from our ability to segment our offerings to multiple consumer segments accelerated by the three A’s – accessibility, availability and affordability,” adding: VOOT has crossed the 100bn watch minutes’ mark in 3 years and we are now targeting 100mn monthly active users within this financial year. Additionally, we are segmenting the VOOT business into 4 uniquely focussed propositions – the existing AVOD model and the upcoming freemium offering, VOOT Kids and VOOT International.” 

    Added Akash Banerji, Head – AVOD Business, VOOT: “Brands today realise regular ad spot while important is not sufficient to drive resonance with the consumer. Branded content solutioning is hence the way forward given that it allows for bespoke content curation and subtle communication embedded into the narrative of the show. VOOT Studios will allow brands to bring the world of story-telling, data and tech all together to deliver the brand message and the ROI effectively for the business.”

     

     

  • The format is the same, except that there is a new emcee in Aditya Narayan and a new judge in Neeti Mohan (instead of Monali Thakur) 

    IPL superweekends notwithshanding, Rising Star to kick off on Mar 16

    By A Correspondent

    The Colors live reality singing talent show Rising Star is all set for a March 16 take-off. The format is the same, except that there is a new emcee in Aditya Narayan and a new judge in Neeti Mohan (instead of Monali Thakur). The show will air at 9pm on Saturdays and Sundays.

     

    Speaking at the show’s launch event, Nina Elavia Jaipuria, Head, Hindi Mass Entertainment and Kids TV Network, Viacom18, said: “After two successful seasons, Rising Star has established itself as India’s only live interactive show on television and we are extremely pleased to be the pioneers in this space. Our campaign for this season, #JantaKaPyaar, emphasizes the power of aam junta and the fact that their support has helped talent in this country to rise above and beyond. The 9pm weekend slot on Colors has worked tremendously well for us with a hit season of Khatron Ke Khiladi and we are sure that this season of Rising Star will resonate with the audience in a similar way.”

     

    Added Manisha Sharma, Chief Content Officer, Hindi Mass Entertainment: “Our audience have enjoyed shows like Bigg Boss and Khatron Ke Khiladi over the weekends and promising the same energy and entertainment, we are back with the third season of Rising Star for our primetime slot. We are delighted to have Shankar Mahadevan and Diljit Dosanjh back on the expert panel along with Neeti Mohan as the newest member. Brand new addition to the team will also be the host, Aditya Narayan. Back after two successful seasons, Rising Star is the only LIVE show with no fake emotions, no over produced tears and stories. The show is purely based on the talent of the singers and their journeys. It’s time for India to yet again come together and help raise the wall to find the next Rising Star. In this show your teacher, your community and even your society will all cheer for you to be a singing star.”

     

    The last two seasons of Rising Star kicked off in January and February respectively and the third season starts in late March, just a week before the start of the Indian Premier League. Since some key fixtures are scheduled for weekends, couldn’t this impact the viewership (and hence ratings) of Rising Star 3, we asked Jaipuria. “Viewers always come back for their favourite shows, like they come back to be their dal-chawal. The IPL has been around for many years, and we don’t see Rising Star being impacted by it,” she said underscoring that the show’s format will pull viewers.

     

  • He will join the group in April 2019, will report to Sudhanshu Vats, Group CEO & MD, Viacom18

    Mahesh Shetty to head Network Sales at Viacom18

    Mahesh Shetty

    Viacom18 has announced the appointment of Mahesh Shetty as  Head – Network Sales. Shetty, who will join the group in April 2019, will report to Sudhanshu Vats, Group CEO & MD, Viacom18.

     

    Speaking about his appointment, Vats said: “Amidst market shifts, we continue to make strides across platforms and geographies as we build brand solutions powered by analytics and insights. The way ahead is to work more closely with our partners and identify customised whitespaces with an eye on delivering consumer centric ad solutions across platforms. Mahesh’s multi-industry experience will be an asset to Viacom18 as we accelerate our journey to integrate and dial up revenue.”

     

    Mahesh Shetty, currently serving as  COO of Entertainment Network India Ltd. (which runs the Radio Mirchi station amongst others), has over two decades of experience in marketing, sales and general management across geographical regions, in the media and FMCG sectors.

     

     

  • Meanwhile, Colors Cineplex has acquired the rights for Brahmastra, SOTY2, Drive & many more

    Rishtey Cineplex, Rishtey turn pay. Renamed Colors Cineplex, Colors Rishtey

    By A Correspondent

     

    Viacom18 has brought its 24-hour Hindi movie channel, Rishtey Cineplex and the Hindi general entertainment channel, Rishtey under the Colors umbrella. Assuming their new identities March 1 onwards, the channels will be known as Colors Cineplex and Colors Rishtey respectively. Amped up with new content, the channels will be establishing themselves as premium urban entertainment destinations available on a pay model.

     

    Speaking about the new identity of the channels, Nina Elavia Jaipuria, Head – Hindi Mass Entertainment & Kids TV Network, Viacom18, said: “The idea is to expand the aegis of brand Colors and strengthen Viacom18’s Hindi Mass Entertainment portfolio drawing in more synergies. Colors has established itself as a household brand in just a decade and it was a logical move to consolidate the mass entertainment channels under its iconic clout,” adding: “The new identity of the channels with golden hues and the archetype petal will convey the continuing evolution and growth of our business while also fortifying our bond with the viewers of the COLORS Family. So far, the trend and consumption on both the channels have been extremely encouraging and now with the scaled-up movie library along with its premium positioning, we are confident of breaking new ground.”

     

     

  • 21st Century Fox president Uday Shankar, Sony Pictures CEO NP Singh and Viacom18 COO Raj Nayak participated in the discussion

    Broadcast captains defend need for ratings at India TV conclave

    By A Correspondent

     

    “You cannot take out mass from ‘mass media’, because then there will be no media left”, said Uday Shankar, President of 21st Century Fox and former chairman and CEO of Star India at “TV Ka Dum”, a daylong conclave organised by India TV in Mumbai last weekend.

     

    Participating in a panel debate with Raj Nayak, COO of Viacom-18 and N P Singh, CEO of Sony Pictures Networks, Shankar said: “Television shows are made to get ratings, because the viewers are the ultimate arbiters. TV shows are not made for private viewing. Whether TV shows, newspapers or films, unless the masses read or watch them, you cannot judge their popularity,” adding: “Ratings are only the output to judge the content that is produced. Ratings is the sum of how many number of people watched a particular show. No astrologer can predict the ratings of a show. Producers are interested only in what viewers would like to watch or know, whether it is horror, comedy or love story.”

     

    Uday Shankar

    On the issue of why more and more TV shows based on superstition and horror are being produced, Shankar said: “There are serious TV shows too, like Satyamev Jayate, but to cater to a nation of 125 crore people, you cannot have a single size boot. One has to make shows according to the size of the foot of different types of people.”

     

    Reasoned Shankar: “If a car or bicycle manufacturer can want more and more people to buy vehicles,  then why not a TV producer can want more and more people to watch the show. There is nothing wrong in it.” On naysayers, Shankar said: “Some vested interests, including some politicians, do not like to watch certain TV shows. My answer is: if the people of our country have become more conscious and they are asking questions from those in power, it is not because of consciousness spread by the political class. TV programmes, whether entertainment or news, have spread awareness among the people.”

     

    Raj Nayak

    Said Viacom18 COO Raj Nayak: “My question is why do those who raise objections watch TV programmes that are negative? If some TV shows get good numbers it is because they are in demand. But one should also know that people watch shows like Satyamev Jayate, Balika Vadhu, Shakti (on transgenders), Udaan (on bonded labour). These shows entertain and also try to bring about social changes,” adding: “The Star Plus show Saathiya was on women empowerment, and shows like these educate people. Shows are made to care to different tastes of viewers. If more people watch the TV show Naagin, let me say, television did not create Naagin. Already there were four Bollywood films on Naagin.

     

    Nayak added: “Television and cinema reflect what is happening in society, they reflect what people want. Whenever we launch a new show, we never look at the TRP. No channel makes shows after watching TRPs. Shows are made only when there is good content. TRP is only a byproduct. Of course, at the end of day, the channels want TRPs because, after all, we have to run our company.”

     

    NP Singh

    And this is what NP Singh, CEO of Sony Pictures Networks, said: “I agree that television is an important medium for creating social impact.  Our shows did create a positive impact on society. Kaun Banega Crorepati is a very powerful and successful format, and its success was a given. It is a vehicle to create a positive and social change impact.

     

    We showcased stories of small town people whose work inspire others. That is why we decided that we will show the life journey of KBC participants so that it can inspire viewers.”

     

    Asked by hosts Maniesh Paul and Charul Malik as to why TV shows are pulled off the air abruptly by GEC networks, Shankar replied: ” It’s natural that when viewers do not like a show, it is pulled off the air. What can we do? We are not running an autocratic regime where shows will continue to run by government diktat, even if viewers like it or not. Here you have to respect the wishes of the people. For us, shows are a commercial enterprise. If viewers do not watch the show, how can we sell it (to advertisers)?