Will GEC Break New Ground?

Will GEC Break New Ground?

With a few exceptions, for most channels 2010 was a year of little experimentation and sluggish groW*H. Over reliance on too many one-hour specials of fiction shows and special events on weekends was a clear sign of desperation and creative stagnancy. So how would 2011 pan out? Will GECs break new ground? Will channels play safe by continuing with some of the earlier themes and stories that have worked? Or will they attempt new concepts and break new ground?

According to Ashvini Yardi,Head of Programming, Colors, 2011 will be a year of television consciousness. She elaborates, "Broadcasters who have been running after getting the most eyeballs will now start vying for something much more important, getting the right content. Concepts, stories, ideas and content will take precedence. Fiction shows will be in the search for the next big and meaningful idea while reality shows will see a lot of India-centric shows cropping up, and not Indian copies of foreign shows."

However, Star India's executive creative director Vivek Bahl doesn't rule out continuation of some old themes. "But we will also be looking at a lot of fresh themes, in both fiction and non- fiction, which will be reflected in our early launches in 2011," he assures. Star Plus will launch three weekend shows, Wife Bina Life, Pyaar Mein Twist and Love U Zindagi from January 29, which will be followed by Aap Ki Kachheri and new line-up of weekday fiction in March end. Zee's new year programming mantra is not going to be different either. Having launched Dance India Dance Doubles in the last week of 2010, the channel is all set to offer a sequel of Chhoti Bahu and Sanskar Laxmi. "Zee is a socially-responsible channel known for doing progressive stories  We are here to entertain our viewers and not preach (Ahh so burning Radhika was entertainment  While doing sweet and heartwarming stories, we will also come up with one or two different shows," promises Zee's head of fiction, Sukesh Motwani.

After launching Maati Ki Banno in the last week of 2010, Colors has replaced Bigg Boss with two dailies Phulwa and Mukti Bandhan in 9 to 10 pm band. On the non-fiction front, the channel's immediate launch is Chak Dhoom Dhoom Team Challenge, which will be followed by Guinness World Records - Ab India Todega. Imagine, which struggled for reach and audience's attention last year promises to take the battle in the enemy's territory with creative and financial fire power this year. "Having broken new ground in fiction with our recent launches Aarakshan, Baba Aisa Var Dhoondo and Gunahon Ka Devta, we will re-open the belly of general entertainment programming in both and fiction and non-fiction genres," claims Sameer Nair, CEO, Turner. With Zor Ka Jhatka Total Wipeout hosted by Shah Rukh Khan to be aired this month, Sameer hopes to stir up the reality TV space. Ratan Ka Rishta is another non-fiction show Imagine is banking on to increase its audience share.

Sony, on the other hand, will continue with its legacy of differentiated content. "We don't follow the typical GEC path. Saas Bina Sasural is a novel concept, so is Krishnaben Khakhrawala, which has a 45-year-old protagonist. We have two fiction shows from YRF, Khote Sikke and Kismat lined up for January besides our non-fiction offering Ma Exchange," says Sony's head of programming Ajay Bhalwankar. Youth channels like MTV, Channel [V] and UTV Bindaas will also follow the same mantra of going with some old formats and bringing in a few new ones. Bindaas has started airing Dadagiri 4 and Love Lock-Up in January. Says Nikhil Gandhi, business head Bindaas, "Youth channels are primarily driven by reality shows woven around romance, relationships, action and music themes. We will innovate in reality space and also get into youth fiction for the first time," he informs.

If Colors and Zee went through several ups and downs in 2010, Star Plus staged a smart recovery. It is likely to stay at the top with some aggressive moves, though 'wounded tiger' Colors will not let it walk away with glory so easily. SAB marched well ahead of Imagine and is gradually inching closer to the fourth position. Sony too gave a scare to Zee for the third slot and the battle between the two will continue with renewed vigour. The new year began with Star Plus leading the GEC space with 396 GRPs with Colors at 103 GRPs behind at 283, followed by Zee at 224, Sony (179), SAB (146) and Imagine (86). While a mix of some old and new ideas, themes and formats is what everyone is promising the immediate worry for GECs is the cricket carnival in the form of cricket World Cup and IPL from February to May. Any trump card that they may have will be opened in June .

An interesting article, we can dissect like Shanti says.

50 & counting

2011 has begun with a bang on TV and the first half will prove to be an exciting one with as many as fifty new shows in the pipeline