Perspective | TV is the new mecca for filmmakers!
Our country has always had a rich story telling tradition whether through a fairy tale or a soap opera. Initial era of Television saw luminous shows like hum Log, Ramayana, Mahabharta, Fauji, Waghle Ki Duniya etc which notched up the record of viewership numbers. People used to wait for “Vyomkesh bakshi” to hit their TV screens. The era then took a twist and audience witnessed the entrance of ‘soap operas’. Initially it started with people being hooked on to shows like “Shanti” which changed over the years and the television industry has since come a long way from epic shows to soap operas and now to ‘Finite series’. The game that started from one screen has shifted to multiple second screens and from big screen to small screen too.
With the changing dynamics of TV industry, the consumers’ demands and needs have also progressed to get better content year on year. Earlier Ekta Kapoor was known for producing epic ‘saas bahu sagas’ for our audiences which were undoubtedly highly acclaimed ones but today along with the ‘Saas Bahu Queen’ Ashutosh Gowariker, AR Rehman, Sanjay Leela Bansali, Amir Khan, Anurag Kashyap etc have also joined the bandwagon.
With shows like Everest on Star Plus, produced by Ashutosh Gowariker and music given by AR Rehman, Pukaar that is starting on 24thNovember on Life OK is directed and produced by Vipul Shah; Saraswatichandra which is now off-air but was produced by Sanjay Leela Bhansali, Yudh which is again off-air now was created by Anurag Kashyap and Satyamev Jayatey on Star Plus was produced by Aamir Khan and Kiran Rao, the evolution of the television industry can be witnessed quite literally.
As mentioned above, such names symbolize with creativity and high – production quality which is a undoubtedly a benefit for the TV viewing audience but at the same time isn’t it a bane for the channel custodians as costs go high therefore high advertising and marketing budgets and not only for the channel and the show creators but it is an expensive game for the marketers too. This point caught our attention and Adgully decided to explore the thought much more deeply with custodians like Ajit Thakur, EVP & GM, Life OK; Vipul Shah, Ace Director and Producer; Ranvijay Singh, actor and TV anchor; Priyanka Dutta, Business Head, Zindagi; Anita Nayyar, CEO India & South Asia at Havas Media, Ramesh Chembath, Head marketing and Modern Trade, Godrej, Sudhir Mishra, Film Director and Sanjay Tripathy Senior EVP – Marketing, Product, Digital & Ecommerce, HDFC Life
Giving a media view point, Nayyar said, “Today every space has become competitive. More importantly the quality of programming has improved and TV screens have become big in terms of both content and reach. With an aim to diversify, the channels are getting big producers to small screens that are pleasantly catering to the ever changing needs and demands of the consumers. Today consumers have moved far ahead of ‘Saas bahu Sagas’ and are choosing great content like Everest, Yudh etc.”
Gowariker believes that one needs to keep audience interested every 10 minutes otherwise they will not come back. “And that is very tough. It needs immense talent for that kind of story narration. People like a show when they are engaged and that is if it is great writing. For this story, I needed a television format, which a film couldn't have done and decided to make it as my first TV production given that it was a story that I liked and was a space that I wanted to get into. There are many sides to this story, which I wanted to tell, as each character has its own tale,” he added.
“However, while big names guarantee initial interest and a first few views, it is the quality of content and understanding of the audience and medium that helps it sustain over a period of time. So far most of these shows (especially fiction) have not delivered well on TVRs,” he added.
Mostly such shows are finite ones and expensive ones too. Sharing his view point on the same, Thakur said, “Yes, they are as people like Vipul Shah come with wider horizons but a channel takes a limited and calculated step towards expanding upon a property. Like with Pukar, we will first see and judge the response and then think of getting into an extension of the show.”
Dutta strongly feels that what really gets all advertisers is good content. It means if anything one puts on air which appeals to their audience will get them the money.
On asking about the marketers and advertiser’s response as costs go high therefore high advertising and marketing budgets, not only for the channel and the show creators but it is an expensive game for the marketers too. Thakur said, “It takes time to convince and prove them that the show is a big game and opportunity for them. And we prove our fact with a short pilot which makes the advertisers understand the quality and opportunity they would get after tying up with show.”
According to Nayyar the biggest challenge lies on the fact that these shows are not grabbing desired eye-balls. She said, “Yes, the acquisition cost is really high and the shows are quite expensive ones but the fact is that, inspite of good quality production and newness of the content these shows are not able to garner desired eyeballs hence the clients are not ready to pay easily. This is a big disconnect which leads to a challenge of getting sponsors.”
“Every medium has limitations. It depends on the artists who use television more or the writer’s medium. But these days it is has all changed, we’re talking in the limits of our knowledge and our experience, whether you can watch something with a pair of glasses or with your seat back in your small one room hall, then everything changes. We’re talking in the limits of everything we know now,” Mishra added.
Dutta here said, “If you talk about the Pakistani directors or how they produce shows, their style is very different. For example - in our serials, you do a studio set and you erect a set there & the set is on for months because you have to shoot everyday. So you have to pay to the studio person for the set, electricity.
Chembath while giving a marketer’s view precisely said, “It all depends upon the channel and the numbers that the show is garnering. If the show is promising and gives good numbers we do not mind spending. And spending high costs is a challenge but at the same time it becomes an opportunity too.”
Ranvijay who has been a part of both the screens opined that small screens are far much better than big screens as it allows the directors, producers or actors to explore and showcase the story much more immensely. “It’s both an opportunity and a challenge to be on television to make a long series or a finite one. I could never make a never ending one. But if I were to do a finite series I would like to do something like “House of Cards” or “Breaking Bad”,” Mishra said.
Well, with time, the small screen has made its mark and its getting acknowledged. It is attracting a lot of eyeballs and has currently become an affluent market for producers and directors to invest. Even though it is becoming an expensive industry to invest but if the opportunity is worth taking, the marketers would not step back..!! | By: Aanchal Kohli | Twitter: @aanchalkohli