The BIG Switch

However,Kapoors sentiments are being resonated by many of his contemporaries from the film industry. It is with similar intention that Yash Raj Films ventured into the television industry last year,producing a host of shows from multiple genres for Sony Entertainment. Months before that,Shah Rukh Khans Red Chillies launched Ghar Ki Baat Hai,a remake of one of Indias most popular shows ever,Yeh Jo Hai Zindagi,through Red Chillies Idiot Box Productions. Paresh Rawals Playtime Creations currently has Laagi Tujhse Lagan on air. More recently,there has been news of Anurag Basu directing a show.

Prakash Jhas television production house,which has been until now producing content for regional channels,is also set to venture into national arena this month with some shows. Some time back we launched Bahu Bali on Mahua channel and it is a success. By now,we have a fair understanding of the national market. We intend to announce our plans this month, asserts Jha,who has reportedly tied up with Star One.

Channels too lap up such opportunities and understandably so. Danish Khan,the marketing head of Sony,had earlier said that the experimental content that YRF offered a fantasy show Seven,a crime thriller Powder and Mahi Way,a drama with chic-flick feel,among others made everyone sit up and take notice. Apart from the YRF brand,one could look forward to good production quality on Indian television, he adds.

Without doubt,the film personalities and production houses also lend their brand equity to the shows they produce. The film experience is always helpful since thats where the companys credibility and expertise comes from. It is an advantage being an established player,certain aspects of production become simpler,like production/post-production infrastructure or attracting new talent, points out Ravina Kohli,V-P and creative head,YRF Television. It should also help provide the initial thrust in terms of viewer interest in the shows, hopes Kapoor.

However,both Kohli and Khan are quick to point out that ultimately in terms of television success,its the content that matters. Unfortunately,neither did Ghar Ki Baat nor the YRF-Sony liaison with the exception of Mahi Way,which returns for its second season soon yielded anticipated results. It may not witness tremendous success but the more important factor is to attempt diversity, reasons Khan.

The newcomers in this field,despite their long experience in films,require time to succeed. Ekta Kapoor,who has ruled television drama for years now,seconds this. It is important to understand that the two media are very different. It requires thinking on your feet because unlike film production,delays are out of question in television. In addition,the medium is relentless and compromises have to be made, she says.

But Kohli feels otherwise. The content is different only in terms of format and running time. The basic difference is that while you go out to watch cinema,television shows are beamed to your home week after week. So they have to be a little more predictable without being repetitive. But at the end of the day,both are meant to entertain and both use the same kind of effort to create something that is unique and engaging. It is with this intention that the film production houses set up new teams to handle television content with some amount of experienced staff thrown in.