FYI TV18 channel bets big on big-ticket local productions
FYI TV18, the factual and lifestyle entertainment channel from the A+E Networks | TV18 bouquet, has unveiled two big ticket local productions, focusing on relationships: ‘Real 2 States Couples’ and ‘Rivals-in-law’.
Avinash Kaul, President- Strategy, Product, and Alliances, Network18 and Managing Director A+E Networks | TV18, commented, “As the market dynamics in the media sector continues to evolve, it exposes niches waiting to be exploited. With general entertainment going increasingly rural and mass, there is an underserved demand for convivial and progressive content. We believe that in FYI TV18, with relationships at its core, we have a winner.”
“You cannot go into a market like India and not have relationship as the core because everything that we do, it’s a single TV household in 97 per cent of the homes in India. So, by default we are watching it together with the family, hence you will not necessarily show content which is for solo individuals at any point of time. What we are trying to do is create an environment where many people could sample this kind of content,” Kaul added.
Hosted by author Chetan Bhagat, ‘Real 2 States Couples’ follows the travails of a cross-cultural couple in a relationship, trying to adjust to each other’s families.
Speaking on the occasion, Chetan Bhagat said, “India’s youth today are major change agents driving social transformation. One of the best examples of this are inter-cultural marriages, which has been brilliantly captured in our new series: ‘Real 2 States Couples’. I’ve been personally very entertained by these confident young people and I’m sure our viewers will love them too.”
While ‘Real 2 States Couples’ explores the relationship dynamics of a couple and their respective families before a wedding, ‘Rivals-in-law’ showcases couples well into their marriage. The series, hosted by celebrity chef Vicky Ratnani, features a ‘cook-off’ between a daughter-in-law and her mother-in-law, with the husband as the judge.
Speaking on his show, Vicky Ratnani said, “Food today is not just about taste, but a fun recreation process. Add to it the spice of relationships and you have a heady mix of entertainment without parallel. It was great fun hosting the show and I think it will set a high benchmark for the industry, difficult to match.”
The shows cater to a new-age India, providing a personalised viewing experience and avoiding the conventional “top-down approach,” addressing the viewer “as a friend, rather than preaching from a pulpit”.
The launch of FYI TV18 was announced earlier this year at the APOS Summit in Bali. It is the second channel from the A+E Networks | TV18 bouquet after History TV18.
On the distribution front, FYI TV18 will leverage its partnership with IndiaCast to ensure connectivity unmatched in the genre. The channel will be launched with a high-decibel marketing thrust over the next few days.