Exclusive | Tarun Katial's Fear is Real...!

BIG CBS Prime is launching  a new horror show ’13: Fear is Real’. They have experimented with various shows earlier. With the launch of this new show they hope to satiate the Indian viewers taste for crime and horror shows. Of late the Indian viewer  has  started to lap up shows in this genre and hence BIG CBS Prime is betting big on their latest launch.

 

Big CBS Prime an India based English language television channel was  started as a joint venture between Reliance Broadcast Network Ltd. and CBS Studios International. Some of the shows already on air are Dexter, Blue Blood, CSI: Crime Scene Investigation and the latest seasons of Survivor and NCIS.

 

Adgully spoke to Tarun Katial, CEO of BIG CBS Prime regarding their latest show ‘13: Fear is Real’ to understand why he thinks  horror works with viewers today.  Also to find out his views whether such a show would catapult the numbers of the channel’s viewership and ratings.  Following are the excerpts from the interview Adgully had with him:

 

Horror can be a very challenging genre for a television  show. When  asked about his approach to this Tarun Katial CEO, RBNL said, “Indian audience has a strong appetite for horror and supernatural genre as it has been a part of our folklore. The supernatural genre, albeit challenging, is exciting and holds a lot of promise. Shows with a supernatural theme have always caught the viewers’ attention due to the gripping nature of the content. Keeping in mind the preferences of the audience, this show is perfectly packaged to be addictive and invigorating and will work excellently for audiences.

 

The show was launched on Friday the 13th. He said that this was done with the fact in mind that  Friday the 13th is associated with all things spooky and spine chilling.  Given the nature of the show - an amalgamation of horror and reality, which promises to grip you with fear, they couldn't find a date more suitable than Friday the 13th and hence the decision to launch it on this date.

 

With regard to a specific strategy that has been chalked out for the show he said that they were reaching out to consumers via various mediums. “As a network, we extensively use online media, including social platforms, to connect with our consumers. We are also in working on some BTL activities to promote the show in our key markets,” he said

 

Marketing the show is equally important and in this connection he said that they are planning a strong marketing campaign around 13: Fear is Real. All the promotional and marketing initiatives they carry out will be tied in with the 'horror' factor which will lead to a direct connect with the show for the target audience. The multi-media marketing campaign will include marketing initiatives across mediums like print, radio, online, outdoor etc.

 

Reliance Broadcast Network Ltd has ventured into an unexplored genre i.e. horror coupled with reality. Tarun Katial says that there is potential for such a show. He said, “The Reality genre has been much appreciated all over and has found a great audience in the Indian viewers. The horror reality genre is relatively unexplored but the excitement that accompanies the supernatural genre, clubbed with the popularity of the reality show format is what will deliver. Whether you believe in the supernatural or not, this show will appeal to audiences as it offers viewers the thrill of witnessing the ordinary contestants subjected to the most fearful and chilling tasks.”

 

When asked if  they have any particular segment of audience in mind who they intend to address  Mr.Katiyal said, ‘13: Fear is Real’ will be aired on BIG CBS PRIME which brings the latest, freshest and hottest English entertainment to India and caters to the urban, upwardly mobile Indian male. The exciting and edgy content that the show will bring to the channel fits the television viewing preferences of this audience.”

 

So viewers can be  assured of a horror show with a difference which will have them glued to their seats and be entertained with spine chilling entertainment!