Mind Your Language

As the channel is set to launch their other award-winning series,including Come Fly With Me and Boys’ Weekend,BBCE officials admit the move is also driven by the changing scape of English language entertainment on Indian television.

“It is not only that the Indian audience has come of age. It’s a great time to be here. There has been a huge influx of channels,offering the viewers more variety. The market offers opportunities for growth and we wish to participate,” says Deepak Shourie,Director BBC Worldwide Channels,South Asia.

If one goes by the recent programming trends on television,it is hard to miss that English entertainment channels are taking an aggressive stance to increase their share of viewership pie. FX may have been airing adult content shows like Californication and Mad Men — albeit censored — for some time now,but it is surprising when Zee Cafe counters its own rather traditional image by introducing these series. Star Network utilised the recent long weekend to showcase its latest acquisition,James Cameron’s Avatar,airing it across channels in both Hindi and English.

A film channel,HBO,now intends to air at least one home production at all times apart from an attempt to air films soon after their worldwide release. “We don’t see why our Indian audience should have to wait so long anymore,” quips Shruti Bajpai,Country Manager,South Asia,HBO,which plans to launch their acclaimed series Mildred Pierce with Kate Winslet as the protagonist,the Millennium Series by Steig Larson and also films like Temple Grandin.

However,these initiatives are not limited to programming changes alone. Many channels,including BBCE and Sony PIX now make their TV content. Marketing efforts are being made too. Star network is planning an official launch of FX and various media campaign for FOX Crime both of which are a part of the Star bouquet. Himmat Butalia,Marketing Head,Sony PIX,says the channel is attempting to establish a personal connect with the youth through the digital medium.

“We interact with our audience through social networking and a fan club,which allows our members a complimentary view of a popular new theatrical release in a PVR cinema hall,” he explains.