| And though we have a wide array of festivals, the real festive season would perhaps begin with Pooja, Navratri, Dussehra, extending to Diwali. In these three or four months, Indians will also celebrate Idd, Christmas, Guru Purab, Pongal, New Year and many more. This is the time all marketers salivate about. |
| Traditionally this is the time when families like to splurge on themselves and for their homes. This is also the time when you see a rush of new movies, new music albums and now new TV shows, even channels. |
| There is little empirical data to suggest that festivals per se translate into larger audiences except to the extent that any holiday does. Somehow it's the general spirit of revelry which perhaps spurs new launches and releases. |
| A bunch of TV channels "� Star One, Hungama and Zoom "� has been launched recently. It's too early to comment on their success or otherwise. They are all generally good looking, fluffy and well promoted. |
| The coming weeks will see new channels from CNBC, NDTV, Times TV, Star News and Disney, among others. Whether they will attract eyeballs or advertisers is a billion rupee question. |
| Meanwhile, other networks are launching new shows. Zee has a couple of interesting looking shows like ' Kareena Kareena' and 'Rooh" and the forthcoming "Business Bazigar." Sony Entertainment Television has bet heavily on "Indian Idols," an irreverent talent hunt. |
| Initial reports on them suggest that they're okay but are not of the kind to change a channel's fortunes. Star Plus is also doing its bit of reinvention with programmes like "Hello Dolly." Sahara has added a One to its name, got a new team, a new look but the same mediocrity in its programming prevails. |
| Many news channels have refurbished their sets and anchors and there is a feeble attempt to get interactive through opinion polls and SMS. The regional channels too are following a similar pattern. The increased ad spend during the festive season perhaps is the one reason for the frenetic activity on TV screens during the festive season. |
| A lip-smacking buffet of movies too has been lined up. As you read this, important films like Yash Chopra's "Veer Zaara," Ram Gopal Verma's 'Naach,' Subhash Ghai/Abbass-Mustan's"Aiitraaz" and a colour version of the old favourite 'Mughal-e-Azam" will be running in a theatre near you. |
| "Veer Zaara" has had the most extensive release a Hindi film has ever had with over 750 prints. With the three other releases and some other biggies like "Ab Tumhare Hawale Watan Sathiyon," "Swades," "Kisna" and " Black" lined up for release in the coming weeks, 5,000 theatres worldwide could be screening Bollywood potboilers simultaneously. |
| If we take an overall view, in the next few weeks Bollywood films have the potential to clock their best festive season ever. In spite of the somewhat lukewarm reception to some so-called crossover films, Indian films are finding increasing acceptance in markets abroad. |
| We only need to reach out to the non-traditional audiences with a little more confidence and élan. |
| In the developed markets films have been a weekend phenomenon. In India this trend is slowly emerging. So more than festivals, showbiz is targeting holidays and longer weekends for new launches. |
| It is rare that you get Diwali and Idd in the same week. My hunch tells me that this year's Diwali/ Idd weekend will be the biggest ever. |
| Interestingly, the much talked about corporatisation of the film industry is happening quite unobtrusively. Hindi films are getting a professional marketing push. |
| Also a trend which was barely noticeable a couple of years ago is quite apparent. Almost all-important banners like YashRaj, Mukta Arts, Verma Corp, Vishesh Films, UTV, Entertainment One, PNC, K Sera Sera, Kaliedoscope, Boney Kapoor, Vasu Bhagnani, Venus and Tips have at least three or four productions on the floor. |
| Producers are hedging their bets by simultaneously making various kinds of films, both with stars and newcomers. The younger stars are working in fewer films and completing them quicker. |
| There may not have been a radical departure in the story lines but there is definitely a fresh creative energy which is palpable. There is also some amount of adventurism which is so vital in showbiz which the younger professional market savvy film makers are bringing to the fore. And of course these men are much more focused in marketing their products. |
| If the coming weeks indeed do turn out as they promise, I think it's time to do a little jig. Whether it a trade convention, bilateral talks, a film festival or an investor meeting, the Indian entertainment industry is finding favour. |
| There is no denying that we have had a couple of false starts. But this time the unreal world looks closer to reality. If the government finalises the much-awaited convergence, cable, DTH and venture capital policies soon, it could really be the beginning of a long celebration for showbiz. |
| Amit Khanna is chairman of Reliance Entertainment. The views expressed here are his own |
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