Julia Kenyon, Director, Global Brands and Content Marketing, BBC Worldwide, talks to Akanksha Soni about the tie-up with Zee Café and why British shows are so popular among Indians
What is BBC's long-term plan to introduce India to British showsIJ
For now, the select 11 shows will run for four months, after which we will take a two-month break to evaluate the response of the Indian audience to our shows. If it is satisfactory, we will renew our partnership with Zee Café and broadcast a new set of British shows. If the Indian audience are really interested, the sequels will be broadcast too. For example, the second season of Dr Foster is under production and will be broadcast here as soon as it is out, if the audience like the season being broadcast now.
BBC is currently broadcasting it's shows on worldwide platforms. How does the Indian consumer receive these shows as compared to the rest of the worldIJ
Britain and India share a very complicated and mixed history, but the cultural forms and spoken English of both places is similar and hence, the Indian audience will be able to connect to our characters more. Mystery and drama are a spectacular hit in India, judging from the popularity of House of Cards & Sherlock. Following these trends, the shows being introduced should also be famous in India.
What is the essence of British shows that makes them appealing to audiences all over the worldIJ
British shows and American shows are often confused. However, American shows rely raw emotion, especially comedy genre, whereas British shows are the exact opposite. In all the shows, BBC viewers can experience such rich emotions that you actually live the story with the characters. British shows rely on subtle comedy, and sarcastic remarks, and well thought out back stories, creating a world within each show.
With the evolution of digital media and content in India, why did BBC choose to broadcast these shows on television and not a digital platformIJ
The digital media is evolving and growing at a tremendous rate in India. However, television remains the most popular platform and will, therefore, reach the largest audience base.