Since entertainment rules Indias small screen,business channels now play it as their trump card
A 24-Hour clock is set. Kapil Mantri,executive assistant to chairman,Jindal Power,faces untried challenges at Agarwal Packers & Movers. He has to deal with irate customers,fix a broken van on the way and more while he tries to meet the deadlines and complete the tasks assigned to him. Mantri tries hard to avoid mistakes as his every move is recorded and later aired.
The reality show,The Assignment,does not promise fame or money. There are 13 contestants one for every week but no winners. Still,the show that premiered on Saturday evening is special. For,this can lay claim to be Indias first reality show on a business channel. Known to deal with statistics and sensex,Bloomberg UTV now wants to offer a slice of general entertainment. Its a very calculated move,made with eyes on returns (read higher TRPs). Vivek Malhotra,vice-president marketing,Bloomberg UTV,confirms the latest wave of redefining business content. We have recently undertaken a re-branding exercise and are steadily progressing towards being the differentiated blunt and sharp player in the business news space, he says.
The Assignment will soon be followed by The Pitch another reality and business task-driven show which goes on air in October. This show will search for the best entrepreneurial ideas and finally reward the one with best mind and executional skills with a really fat pay packet of Rs 5 crore. Bloomberg UTVs motive behind such a huge investment is clear. Shows like these will help us get an edge over our competitors. We are creating our own genre of business reality shows. We intend to tap a bigger segment of viewers who are looking for that variety, says Malhotra.
Reality shows might be a new concept on business channels,but they have always experimented with content bordering on entertainment. Thats because business channels have often emulated the mainstream channels programming in many ways. For example,the celebrity interview formats have been adopted by a number of B-channels. CNBC TV-18 has Beautiful People which gives a peek into celebrities minds. NDTV Profits All In The Family and Big Interview profile the lives of the beautiful and the famous. Lifestyle and fashion shows like NDTV Profits books related show Just Books,Big Spenders and One Life To Love add a fair share of glitz to the channels business-heavy content. Technology shows are another popular genre that has found a place in business channels. In fact,they have come to enjoy more popularity on business channels. CNBC TV-18s Tech Toyz and NDTV Profits Gadget Guru and Cell Guru delve into the interesting details related to gadgets and their technology making it easy for common viewers to understand them.
Saket Saurabh,brand head,CNBC TV-18 says,Business audiences prefer a wider gamut of special interest and feature programming,especially on weekends,ranging from lifestyle to the latest in technology and advertising,from leadership to global perspectives. So,we are catering to the evolving viewers needs. He also agrees that channels entertainment-based shows like Young continued…