Amit Khanna: Small screen, big boom

FREEZE FRAME

Broadcasters in India are on a roll, some of them literally, with the India-Pakistan matches delivering unprecedented ratings. In any case, after a listless year, a lot of action is evident on the television front.

Advertising spends are up. The regulatory mess-up is on hold. The much delayed Direct-to-Home (DTH) segment is all set to bloom with at least three major initiatives "� Zee (already on air), Doordarshan and the Star-Tata combine (both of which will launch services soon). And at least two major players "� Reliance Infocomm and Bharat Sanchar Nigam Ltd (BSNL) are waiting to launch broadband services.

Films, events, soap operas, cricket, news, even children's programming, are getting more eyeballs. With more cricket followed by the largest election in the world, Indians will be watching a lot of telly in the weeks to come.

So India suddenly is once again becoming an attractive destination for global media companies. The time is right for existing players to upscale their operations and for new entrants.

"The Times of India" group, the largest media company in India, has after all the hiccups finally bitten the bullet and Times Television will soon be a reality.

A core team is in place for an imminent launch of at least three channels. ET TV, the eponymous business channel, is hoping to replicate the success of its pink parent and give the incumbent CNBC-TV18 a run for its money.

The second channel, Zoom, is an audio-visual manifestation of the hugely popular Page 3 of Bombay(Delhi/ Kolkata/ Bangalore/...) Times with lots of Bollywood/Hollywood masala.

The third, a spiritual channel obviously inspired by the group's spiritually inclined chairperson Indu Jain and vice-chairman Sameer Jain, will compete with lowbrow Aastha and Sanskar and the recently launched Jaagran (Zee).

All these are not mainstream, but are carefully selected slots that have the potential to be big revenue earners. Some thought has gone into creating synergy with the group's existing print brands and resources as well as a potential DTH audience.

Meanwhile, Star TV too is gearing up to launch three channels. The first is a soaps-studded channel which will also feature re-runs of Star's most popular family dramas.

The other two are said to be Indianised versions of Fox Entertainment and Fox Kids. There is also talk of an English version of Star News. These channels too are being launched to complement Star's existing array so as to provide a fuller DTH bouquet.

Interestingly, Star has one more reason to launch new channels. The ad rates on Star Plus have peaked but the audience hunger for more of the same means the network must open new slots, both for viewers as well its favoured production houses.

This is a smart move as this is not conventional product flanking but actually broadening the market even as it increases its share of voice. What Star has to be careful of is that if the competition (which seems far removed at present) comes with even a single cracker of a programme, its dominance will diminish quickly.

Other imminent launches include a Hindi news channel from Rajat Sharma called India TV, which will soon be followed by an English sibling. The USP of this channel will be its analytical programmes and grass root reporting. Ishan Raina (Euro RSCG) and his team are handling the design and marketing.

Aaj Tak better watch out. Already NDTV India and Zee News are breathing down its neck. Then, of course, there is the Hindi avatar of CNBC-TV 18. A Hindi business/stocks channel has a market and the first mover (Zee is also looking at this space) will have the usual advantage.

Ramesh Sharma, who runs the Moving Picture Company, is launching a city channel in Delhi. I believe he will pull it off "� Sahara has failed to do so. In fact, if there is a media company that needs to reinvent itself it is Sahara which just squanders money and is happy with its promoters getting photographed with the high and mighty.

In the children's space too, a lot is happening. UTV is launching "Hungama," aimed at the pre-teens. Sony is looking at an animation channel to take on Cartoon Network and Nickelodeon. The big daddy of cartoons, Disney, will make its India debut sooner than later.

Then, a whole bunch of niche channels on subjects from cookery to cars, from home décor to horse-riding, events to erotica, will emerge. Narrowcasting is finally here via DTH and customised entertainment will happen in months once broadband begins. Notwithstanding CAS, the consumer will have a choice at an affordable price after all.

Still, there's one snag here. Little or no innovation is taking place in programming or presentations.The soap operas all look alike, with the same set of actors jumping from one role to another.

Most news anchors are deadpan and banal. The good ones are pompous and portentous and the excellent ones are rare. Studio guests are worse. They are repetitive and vacuous. Jostling for space in a crowded channel menu, there is so much of sameness that an occasional good programme appears like a flash of brilliance.

From script writers to cameramen, from graphic artists to actors, we need new blood in most areas. It's sad but but true "� TV has a major HR problem on and off the screen.

The economy is buoyant. Technology has improved. Revenues are on the upswing and the audience is larger. Let's not blow it this time. Like in one day cricket, there is no second innings here.

Amit Khanna is chairman of Reliance Entertainment and the views here expressed are his own.