Insight touted as the game changer for 4k in India

Trilogic Digital Media Limited (TDML) announced its collaboration with ITV Network, India’s premier news broadcasting network. The strategic alliance will see ITV parking its non-news channels with Trilogic and will see the launch of a multi genre entertainment broadcasting network. The first offering from this stable is ‘INSIGHT’, which is positioned as the world’s first 4k channel which is all set to revolutionize TV viewing in India.

‘INSIGHT’, is a global factual entertainment channel that will take its viewers on an adventurous journey to explore and interact with stories like never before. It is the first UHD channel from TV Entertainment Reality Network (TERN), based in The Netherlands, offering 24-hours of non-stop featured entertainment including drama, natural history, science, technology, adventure, sports, wildlife and survival. Aimed at the millennial audience, the channel will showcase completely original programming in the form of innovative documentaries, accessible reality series and cutting-edge factual infotainment.

Mr. Vishal Gurnani, Managing Director of TDML stated, “ITV has joined hands with Trilogic to create large entertainment broadcasting network. We shall be launching four channels over the next 12 months which include Phulwaa - India’s first Bhojpuri GEC, a soon to be announced interactive Travel Channel and many other varied entertainment channels. We have great in-house capabilities in terms of marketing, distribution, programming, sales and teleshopping. This alliance has the potential to make it to Top 5 entertainment television networks in India over next 5 years”.

The concept of 4k has never been much talked about in India. Explaining the reason behind lack of awareness, Gurnani added, “People think there are no boxes or it’s too niche genre to get into or how many people can afford 4k TV set.  But this has changed. There are so many HD channels in India doing well which in itself says that markets have changed. I believe content creates need for technology and not vice versa. Also we do see great potential in market share. Maybe, very small initially as there are 120k boxes but post Insight; it will be only channel in forefront revolutionizing 4k in India. We are here to provide the best content and whoever can deliver that, we are happy to join hands with them. But it’s pretty evident that Tata Sky will be at forefront in which people are viewing and paying for television"

Insight will kick-start with niche feed, but has plans for audio dubbed content in Hindi, Telugu and Tamil. They are focussing to offer solution based approach where focus on customized content and environment will be at its peak.

Commenting on the announcement, Kartikeya Sharma, Chairman and MD, ITV Network said, “Recently both companies have lots of synergies and this alliance will help both of us. 4k is here to stay and over next 10-15 years, you will see multiples of 4k like 8k, 16k, etc. We are launching Insight in two variants i.e Insight HD and Insight 4K.”

Shivaani Jaisingh, Director of Trilogic Digital Media stated, "USP of the channel is 4k which gives wow viewing experience. But that is not enough. So what we have observed is lack of Interactivity. TV medium is one way, where audiences can't interact. We have this one feature called Grab and Share, so you can put your comments while the show is telecasted on TV. Content would appeal to global viewers like Europe, Russia and India. So we would take up international formats and will dub them in local language with local people in local environment to make it look more realistic.”

The channel will kickstart with popular international shows like Spartan-X, Inside Football, Inside Moto, Around the world in 80 tricks, Extraordinary Humans which will be dubbed in local language. Also, there can be the possibility that channel may have an Indian face as its Brand Ambassador.

Over the last five years, TDML has evolved from being a company of IPR management to producing rich content for entertainment channels and Bollywood movies and has moved up the value chain to broadcasting since 2013. Today, TDML has broadcasting rights for three channels including FTV, Sahara One and Filmy.