India Special

This is not the first time that a popular show is being ‘Indianised’ to suit the Indian palette. Early 2011 will see a number of foreign concepts being ‘Indianised’ to appeal to the viewers of the subcontinent. On January12,AXN will air India’s Minute To Win It,which is the latest version of the popular American show Minute To Win It. The format of the show,to be hosted by Gaurav Kapoor,requires contestants to complete difficult tasks,such as knocking over empty cans using a yo-yo tied to the waist,in 60 seconds. “Indianised versions of a lot of shows tend to have a more personal and emotional touch as we talk about the contestant’s family and background. There is no other aspect that needs to be changed as far as game shows are concerned,” says Kapoor. Colors too is looking to give a tough fight to other general entertainment channels by bringing in Guinness World Records Ab India Todega,an

Indian version of a UK series. Coming up soon is Maa Exchange,Indian version of Wife Swap,on Sony.

Recently,Star World premiered Season 11 of the popular reality series The Bachelor. Its Indian counterpart,Swayamvar 3,too is ready to go on air on Imagine TV. Though the channel refutes claims of copying The Bachelor and The Bachelorette series; the similarities are uncanny. Titled Ratan Ka Rishta,the show will feature popular television actor Ratan Rajput on a look out for the ideal husband. What might follow is a grand TV wedding. “Every time a wedding happens on a daily soap,the TRPs go up and that’s why we decided to bring the wedding from fiction shows to a non-fiction show,” says Nikhil Madhok,senior director,marketing and communication,Imagine TV.

What sets most of the the Indian versions of successful foreign shows apart are the fascination with celebrities and an overdose of drama. The contestants in Big Brother are mostly non-celebrities,while Bigg Boss cashes in on semi-celebrities. Similarly,Zor Ka Jhatka boasts of a list of semi-celebrities such as TV actor Karishma Tanna and Vindu Dara Singh,reality TV star Dimpy Mahajan,actor Payal Rohtagi and boxer Manoj Kumar.

“Indian viewers love to watch Indians they know. That’s why celebrity-based shows do so well,” says Ashvini Yardi,programming head,Colors.

This celebrity-craze,at times,works against the shows. MasterChef Australia has enjoyed worldwide popularity for focussing on food while MasterChef India got a thumbs down for giving too much importance to star host Akshay Kumar and being full of drama. While American drama Ugly Betty was humourous and went on to air four successful seasons; the Indian version Jassi Jaisi Koi Nahi turned into a tearjerker.

Over the years,the desi versions of a number of foreign formats like Big Brother,The Simple Life,Dancing With The Stars,Baby Borrowers,The Cheaters, American Idol and Who Wants To Be A Millionaire? have done fairly well. Copying in such cases goes beyond just aping foreign concepts; even the mannerism and behaviour of judges too are imitated. Indian Idol judge,music director Anu Malik,is India’s answer to the arrogant Simon Cowell of the American Idol fame.

Irrespective of the success that these shows enjoy,replicating international concepts often raises eyebrows. The main grip is the lack of original content. Industry insiders however have a different take on it. “The advantage of using a successful format is that it reduces the risk. Every production house needs some guarantee that the show will work and this is what Indianised versions of shows offer,” adds Madhok. Rohit Bhandari,senior vice-president,AXN agrees. “It’s a myth that there is little homegrown content on TV. There are 10-15 formats being tested abroad and only five-seven of them reach the Indian market,” says Bhandari.