If people and their preferences have undergone a radical change, so have the channels. With an aim to woo all possible categories, entrepreneurs are foraying into specialised channels, dedicated to only one broad category. So, we have a channel on matrimony that deals with every aspect of wedding and life after marriage. There is a special channel designed for men that deals with action and babes. Sangeeta Yadav tells you more
First there was only Doordarshan in our living rooms. Then came a few GECs with their good, bad and ugly content. Just when you were thinking you have seen it all on the telly, bang comes specialised channels designed to suit preferences of a particular kind.
With a dedicated 24-hour schedule, (all shows to revolve around one broad subject), this is the newest business strategy that the TV industry has witnessed. “It is not a new phenomenon. We have had dedicated music, movies, religious and cartoon channels. Why can’t we broaden our horizon a little further to accommodate special channelsIJ With the completion of the first phase of digitisation in the TV industry, there has been an increase in the variety of specialised channels. for me, the timing is absolutely perfect,” Sunil Punjabi, business head, AXN India, tells you.
For those who thought Indian television was all about women, will soon be proved wrong. With the first ever all men channel, Big RTl Thrill— Action Ka Baap, there is a little something for every member of the family, including the baaps too! The channel will feature shows on action, some international reality shows, hardcore wrestling, extreme sports, games, stunts, magic shows and of course Baywatch — everything that might interest a man.
People associated with this channel tell you that Big RTl Thrill will soon bust TRPs of Star Plus and Sony Entertainment to name a few.
Arhaan Behl, better known for his role as Krishna in Mann Kee Awaaz Pratigya, has dubbed for the Hindi version of Fear Factor: Darr se Takkar. Throwing some light on the channel and its format, Behl says: “With the tagline Action ka Baap (the father of action), the channel aims to woo the men. Apart from general shows, the channel will also feature movies, dubbed in Hindi. Usually, a man was left with very limited choice when it came to watching TV. He could either watch news or turn to sports channels, but with this endeavour things are bound to change”.
This dedicated ‘channel for me’ made a rather late entry into India. The US and Canada have multiple channels dealing with men issues. “We realised that there was a need for a one-stop destination for male entertainment that offered the whole package. As more and more consumers choose to have two sets of TV in their homes, male viewers are beginning to ask for better options. They don’t want to see the rona dhona kitsch that other members of the family usually watch,” Sunil Kumaran, business head of regional TV, Reliance Broadcast Network, says.
There is a buzz that AXN too is going to enter the market with a special channel. Although nothing much has been revealed about the genre, we are told that AXN Beyond will also be action packed. Is it also going to be a channel for menIJ “You will have to wait and watch. We have been planning a dedicated channel for a long time now and we feel this could be the right time to experiment. However, nothing has been finalised yet. AXN has carved a niche for itself in India with a variety of new international shows that they have got to telly. For now, our main focus is to retain our dominant position in the Indian market. The launch for AXN Beyond can wait,” Panjabi tells you.
There is also a specialised channel for matrimonial purposes. Aptly titled Shagun TV, the channel is owned by Vertent Media. Shagun TV will touch upon all subjects related to marriage. From shopping to counseling, the channel has a solid package that deals with all the wedding and post wedding stuff. Apart from general shows there will be one on matchmaking as well.
According to Anuranjan Jha, MD of Shagun TV, marriage is a big event in the family and also a huge business sector that had not been explored so far. After having brainstormed for eight years, Jha has finally fulfilled his dream of a matrimonial channel. “Shows like Gold n Beautiful, Janam janam ka saath, Kundali bole, etc will be out flagship shows. For the prime time slot we have Toh Baat Pakki and Zindagi Shaadi Se Pehle Shadi Ke Baad,” Jha says.
“Toh baat pakki is about match-making where we talk to couples who are going to get married. Roopmati focuses on the grooming of the bride and groom. Honeymoon travels gives you information on destinations. lifesutra talks about adjustment issues faced by couples,” Jha explains.
Although it is still early days for the channel, Jha is certain that Shagun will work wonders. “This will give viewers a more fulfilling viewing experience. Viewers want to watch programmes that deal with real life experiences that have a direct bearing on their lives,” Chakardhar Dhoundiyal, chairman of Vertent Media tells you.