Financial Daily from THE HINDU group of publications
Wednesday, Jul 09, 2003
Financial Daily from THE HINDU group of publications Wednesday, Jul 09, 2003 |
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Marketing
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Strategy Reality TV to be aired in Hindi Ajita Shashidhar
CHENNAI, July 8 REALITY TV, the 24-hour `action-packed' channel based on real life human dramas, will soon be aired in Hindi. Also on the cards is the launch of programmes specific to the Indian audience, which would include real life incidents such as a live accident rescue operations, fire-fighting operations in the various Indian cities and so on. Speaking to Business Line, Mr Chris Turner, Portfolio Director, Reality TV, said, "Dubbing the programmes in Hindi is the first phase of our localisation strategy, after which we will look at creating individual programmes for the Indian market." He said that the channel, which was launched in February this year, is being viewed in as many as 15 million homes across the country. "This is a laudable achievement within the first few months of the launch considering how tough it is to get carriage in India, and in a market where many foreign channels failed to reach similar numbers even after years of operation." He said that the channel has been received well in India. "The focused group research done by us show that youngsters are looking for more of such programming which reflects their attitude and lifestyle today. He said that the channel's focus in the first phase of its operation in India was to drive penetration in the market, while the focus now would be to drive viewership. The company, which has an advertising and marketing budget up to Rs 1 crore for the Indian market this year, is organising road shows in the leading Indian cities. "Through the road shows we are talking to people about our various programmes and are also trying to find out their views on the channel and also what kind of real-life action dramas they would like to see," said Mr Turner. The company is also looking at an extensive press campaign to promote the channel. Talking about the channel's strategy in the CAS regime, Mr Turner said that their strategies in India were being guided by their partners Zee Turner India. "The channel would remain encrypted. We are working out our pricing strategy along with our distribution partners, Zee-Turner." He said the Government's decision to roll out the Conditional Access System is a welcome move for niche channels such as theirs. "The addressable environment is the key to survival of niche channels, and from that point of view, we are very happy that the Indian market is moving towards CAS.
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