Internatioinal Formats get adapted keeping in mind the Indian audiences: Akash Sharma

Bulldog, formed in 2007, is a media hub with expertise in worldwide acquisition, development, production & exploitation of intellectual property rights in the Indian Television market.

The company led by seasoned professionals Akash Sharma & Ramit Bharti Mittal has till now brought Kya Aap Paanchvi Pass Se Tez Hain?, People’s Choice Awards, Beauty & The Geek and Utsav ke rang, star ke sang to Indian television.

Bulldog is now all set to roll ‘India’s Top Model’ on MTV. Adgully caught up with Akash Sharma, Co-Founder and Executive Producer, Bulldog Media & Entertainment to explore making, aspirations and expectations of India’s Top Model.

Adgully (AG): How do you arrive at a property which will work in the Indian market?

Akash Sharma (AS): We look at a number of factors. First thing to evaluate is what kind of success story is it in its original territory. ‘America’s Top Model’ is in its 22nd season, and so obviously is very successful. Second thing we look is has it expanded to other markets. The franchise of ‘America’s Top Model’ is in 25 to 30 countries including China, Vietnam, Australia, and Germany. We also evaluate whether the content is inspirational and would the Indians be able to relate to it.  We studied the Indian market and also realised that a number of copies of the show were already here – so there definitely is place for the original. We acquired the rights for America’s Top Model for India four years back.

AG: Why did it take so long for you to bring this Show in the Indian market?

AS: Initially we were keen on a GEC, but GEC was not ready for modelling. As we wanted to make it work with the ‘janta’ and big platform, we waited. However, Top Model is not on the GEC in other countries also. It is more of a niche platform for youth in a fashion channel.

Once we were ready to go for youth, we met youth channels and realised that MTV had the same vision as Bulldog for the show. MTV was also looking for a fashion property that could complement their channel. Then, it took around two years to get the right brands that supported the show for a long term. We were in discussions with TRESemme, Lakme and Amazon. We convinced the brands to come along because it was the right show to do. TRESemme was also involved with Top Model in some of the international markets like Britain, Australia, and Cambodia. In the mean time we started adapting the show making and making the entire production plan. And now we are ready.
 

AG: What are the changes that you have incorporated in the show as in comparison to that of the International Show?

AS: It is more edgy. It is aspirational where you see the other shows are all about fighting and backstabbing. In international show we have a lot of fighting, backstabbing and drama. Here we have a lot more drama of the girl versus herself. The girl coming to terms with her own insecurity and her family, It is more about breaking down barriers, busting the myths about being a ‘Top Model’.

AG: Do you think it will be accepted in the Indian Market?

AS: I am very confident and hopeful. I believe that a lot of people have been waiting for the Show. You know they are aware of the shows in so many countries. So I think that it’s a wait and watch and we have done a great job of making the content more relatable to the MTV audience. I also think that not only audience in India but also all over the World that gets to watch MTV will enjoy ‘India’s Next Top Model’ because it is different from other reality shows. People will enjoy seeing that transformational changes in the participants in the show.

AG: What elements are the judges bringing to the Show?

AS: What we look for what are the qualities that make Lisa Haydon the Supermodel. The Top Model needs to have a sparkling personality and they have to have a right attitude. These are the values that Lisa Haydon will be bringing to the Show.

AG: Do you think this property will be more successful than all the other shows that you have launched?

AS: Our other properties have been successful in the past. But we have put a lot of effort in this property; we have been patient with it and have developed great relationship with our Broadcast partners and our sponsor’s. So I am really confident about this franchise. We are looking at a long term relationship so we are going to build on each season.

AG: How long did it take to shoot the entire Show?

AS: It was about a month schedule for the whole filming but end to an end it is about three month’s production.

AG: Do you think that talent in India is at par with international talent?

AS: Yes they are. We have got a good mix; we have got girls from small town Bareli to Mumbai. We have got a good diverse mix of girls from South India, North India, from Assam to different parts of the country.

AG: What are the opportunities that are in store for the contestant after the Show?

AS: This is their chance to get an immediate platform into the modelling Industry. After this show they can pick up assignments. Now it’s up to them to go and make the final push.

AG: What are the pros and the cons of adapting an International format?

AS: See the pros are that it has a Universal appeal. The other factor is that it is differentiated content for the broadcasters. As Aditya Swamy pointed out, MTV has never acquired an International format. Usually they favour homegrown content.

Cons are the expectations audience have from the show. Sometimes the expectations can hurt you. That’s why we look at a long-time relationship, to build it with a long term perspective and to place the brand properly.
 

AG: Do you think it’s important to add an Indian touch to International format?

AS: It’s very important. What we bring to the table at Bulldog is the framework, what we look for with our Production partner, and broadcast partner is the masala. You cannot only come with an original show, but you have to make it work in the Indian market.

AG: What are the other shows that Bulldog Enterprise is associated with?

AS: We are associated with apprentice starring Donald Trump who is right now campaigning for the President‘s post in US. We also have a show called Space race which gives a chance for Indians to go to Space. It is a huge show for us. We are waiting to get the clearances to send people to space.

Zeba(@)adgully.com