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Now, the programming overlords have tapped an innate fear of the Generation Gucci, karmic inevitability. The creative leap was inevitable, because experience had shown that ancient beliefs packaged into new drama grabbed eyeballs. Off the blocks first was Imagine TV, with its Raaz Pichle Janam ka. Now, a youth entertainment channel is planning a show in which regression into past life takes the story forward.

Adgully speaks to the notables of the media and advertising industry to decode the trend.
Ravi Deshpande, the chairman and chief creative officer of Contract Advertising India, thought that the idea was well worth exploring for TV. “It is an interesting and engaging concept,” Deshpande said. “It could definitely get you interested in the programme.” However, he cautioned against tacky and unconvincing presentation.

Adgully then asked Harsh Rohatgi, the head of content and communications of Imagine TV, to elucidate the factors that made such programmes engaging. “The audiences have become very discerning and therefore, there is a great demand for differentiated content,” Rohatgi said. “That demand does exert a lot of pressure on us but that’s the challenge we enjoy to take on. The concept seems interesting, it seems like a reality show. Let us see how it goes.” As for Raaz Pichle Janam Ka, Rohatgi said that it was a different show and format altogether. “It addressed a different audience,” he said

Avinash Kaul, the CEO Sahara One, declined to comment on other’s work in this genre. “It will be unfair of me to comment on anybody’s concepts,” Kaul said. “But I would like to say that everybody is defining their audiences and then giving them content based on that assessment. My audience is different from other’s audiences; they have youth to cater to, and they are fickle consumers.” He said programming had to do with segmentation. “It’s about what you stand for and for whom. It is like finding your own USP,” Kaul said.

But what about the thematic soundness of programmes that seek to delve into past life? Adgully put that question to Contract’s Deshpande. “You will have to believe that there is enough science at work [at the core of such a concept],” he said. “But there will always be a fictional element to such a work. So, I think the principal idea of such programmes is sound, but I hope the execution lives up to the idea.”

Like Deshpande, Anand Chakravarthy, the Sr. vice president – marketing of 92.7 BIG FM, thinks karma-driven programmes have something going for them. “I think the idea is damn exciting,” he said. “Indians have always been obsessed with reincarnation, and karma is a part of our culture and belief system.” Chakravarthy said such shows were interesting and their ratings really soared. ”Something like a horror show would grab eyeballs too,” he said.

DO YOU WANNA GO BACK?

If you don’t give me a convincing scientific explanation about how such a mechanism works, then I would not believe in it. I don’t have blind faith in things. – Ravi Deshpande, chairman and chief creative officer, Contract Advertising India.

No, I would not like to try it. I am too scared of it! God knows what will come out. – Harsh Rohatgi, head of content and communications, Imagine TV.

I think I am fine with the way I am. What I can probably do is to live this life well so that there are no regrets. – Avinash Kaul, CEO Sahara One.

I don’t live in the past, I live in the future. Even if you know something about your past life, you can’t do anything about it. – Anand Chakravarthy, Sr. vice president-marketing.