Imported reality
Though known for making the best out of the reality TV boom worldwide, Endemol has plans to roll out soap operas too for Indian television.
SPREADING WINGS Rajesh Kamat, Managing Director, Endemol India PHOTO: ANU PUSHKARNA
So what is there in common about the telly shows "Deal Ya No Deal", "Fear Factor", "The Great Indian Laughter Challenge Dwitya" and "Heart Beat"? Simple, they are all reality shows.
But there is yet another commonality that runs through these programmes, and that is, The Netherlands-based giant of a TV content provider, Endemol. All these shows across our entertainment channels root back to Endemol in their western versions, now Indianised for us after being picked up by Sony TV and Star One for whopping amounts. Simply because all of them have a successful run on channels in the West.
"Obviously that is one strong factor that every channel looks at but we also suggest to them what they should shop for, keeping Indian viewers in mind," points out Endemol India's Managing Director Rajesh Kamat.
"Big Brother" coming?
In New Delhi to touch base with media persons for the first time after he joined the Indian chapter of Endemol that opened this past January, Kamat is happy that the company has four shows on channels here to its credit so soon, and he adds this: "In another week or so, Endemol shall have yet another show on an Indian entertainment channel. Though I am not quite ready to name it yet."
If the grapevine is to be believed, one of Endemol's most popular shows produced in 36 countries, "Big Brother" is said to have long back been bought by Star India and is now all set to touch the airwaves.
Endemol, with an oeuvre of more than 900 non-scripted (read reality) formats and over 150 scripted (game shows and soap operas) titles to its credit, Kamat is seen proudly announcing, "From now on you shall see a report card of one show per month from Endemol in India." Over the last five years, he informs, Endemol has created an average of more than 100 new formats each year.
"Initially we will import our western formats for Indian television channels, but gradually, we shall have a full-fledged team to work on local Indian concepts for channels here and they would be exported for western channels," he states.
Talking about Indianising their shows, Kamat says, "Our formats are very flexible. Channels are given enough leeway to format them as per their needs though there is a format bible and one can't cross that boundary."
But not always does a format that is successful elsewhere work in India. Take for instance, "Fear Factor", a prime-time network show in the U.S., and "Deal Ya No Deal", a popular game show that ran in 26 countries.
"Some bit of luck always plays a role here. These shows surely have not touched the heights one expected them to do in India, but if you actually look at the ratings card, they haven't done so badly. The channels are happy with them, specially because they have offered viewers something different," he counters.
Though known for making the best out of the reality TV boom worldwide, Endemol has plans to roll out soap operas too for Indian telly. "Doing fiction is definitely on the cards," he says.
So watch out Ekta Kapoor!
SANGEETA BAROOAH PISHAROTY
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