Closer interactivity

TELEVISION

Endemol, a global leader of reality TV formats, starts a local unit and hunts for local ideas.

What is common between popular TV shows Fame Gurukul, Kisme Kitna Hai Dum, Night Fever or Deal Ya No Deal? They all happen to be the intellectual properties of Endemol, a global audiovisual entertainment company that claims to own as many as 900 non-fiction formats.

Till recently, the Netherlands-based company was busy licensing its formats to TV channels in India in return for a "format fee"; now, it plans to have the cake and eat it too. For, the $1-billion company with operations in 22 countries has set up its first Asian subsidiary in India.

Endemol India is all set to strike partnerships with Indian broadcasters, not just providing them with its formats but also getting into production of local non-Endemol format shows.

Since starting operations in January, the Indian arm has already bagged its first production deal with Star One by producing its popular show The Great Indian Laughter Challenge 2, to go on air soon.

"Besides the Laughter Challenge, we'll come up with at least two more shows in the next two months even as we're in the advanced stages of discussions with several broadcasters for production of Endemol formats," says Rajesh Kamat, managing director, Endemol India.

Another ambition: the developing of indigenous formats, crafted especially to appeal to Indian audiences. The overall idea is to generate local ideas that can gain from global experience.

"If we feel these Indian formats have an international appeal, we will export them to other countries. At least 100 new formats created by our subsidiaries in 22 countries get added every year," claims Kamat.

However, Endemol must first get its basic act together here. This year, the focus is on establishing itself as a production hub. Industry folk are watching its moves carefully, its global reputation having preceded it.

Incidentally, Heartbeat, yet another Endemol format produced by another production house, is scheduled to air on Star TV. The company has a two-year deal with Sony as well.

But could "reality shows", as they're called, be nearing a saturation point? Endemol certainly doesn't think so.

"Even though fiction accounts for almost 85 per cent of the market, there's been a significant growth of non-fiction programmes from say 2 per cent to 15 per cent in the last four years," says Kamat, banking on a continuance of this trend. So long as Endemol doesn't run out of interesting innovations, its optimism may be justified.