Bairi Piya


Bairi Piya
Bairi Piya

No more entertainment, please!!

nitu123 IF-Dazzler

Joined: 13 October 2005
Posts: 2952

Posted: 03 May 2011 at 1:34pm | IP Logged

Lets observe a moment of silence as we visit the graveyard of TV's recent casualties.

26 shows across 5 channels, met with their end – timely or otherwise within a span of just 8 months. A minuscule percentage of these made it back with a 2nd season, a time tested trend overseas but one that is still, much to the chagrin of fans, in its infancy on desi shores.

Welcome to the world of disruptive programming. A twisted theory that purports to gain viewership numbers by changing the playing field constantly. This telly torture - the channels bait for new viewership, has made for rather perplexed audiences, who either resign to their lot, or surf away, never to return.

Take the case of the Sept 2010 demise of Bairi Piya. While the show was at a crossroad in TRPs ; the decision and the subsequent implementation of that decision to axe it left one wondering if the lead actors had in real life fallen off a cliff. Nothing less could have warranted such an abrupt end.

It also signaled to us that programming choices were made as boardroom decisions, not for the sake of resourceful enterprise, but simply to appease media buyers, promising newness in content and thus a supposed renewed vigor in a progressively schizophrenic audience.

Lets segment our audience then, yes, the folk that bring in the bonuses for the media buyers. There are those that are in for a bit of light entertainment and will watch anything – labeled by the fundoos as channel surfers, off for a snack in-between; then there are the die hard fans, those that drop everything when it's time - a growing number of this kind will catch a missed episode on their computers, e-frothing at the mouths in online forums about their shows, and then there are the nostalgic ones - those that will relentlessly watch old episodes on YouTube, just to get their kicks from the past, because nothing else is 'worth it'. Now this is not my idea of educating you in human behavior, but the point is: the audience need to get used to it, then they need to like it, and finally they need to need it, whereupon they need more of it. Take it away in the middle of the process and no one wins.

Market research is an expensive tool, if done expertly it exposes not only consumer needs, but emotions too, in the fundoos world again, it shows us what buttons to push, and those that say don't touch! But gathering consumer feedback, today is not simply a matter of buying data, it involves tapping into the cyber world of social networks, forums and twittering birds – "nothing to do this evening fav show axed" is an all too familiar rant that often brings in a 100 likes within the first hour or so. These 'rabid fans' are the kind that channels/PHs should want on their side. It is just a matter of time before someone smart sees that these folks are a powerful community worth staying in relationship with. A simple on-line scan will give Mr./Ms. Program manager an idea of the carnage they leave behind when once again the dictum of disruptive programming is exercised.

So what Mr./Ms. Program manager is the method in your madness – or are you just telling your viewers you don't give a s**t.

Ana Mody

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PreciousPri IF-Rockerz

Joined: 17 June 2010
Posts: 7721

Posted: 03 May 2011 at 1:45pm | IP Logged
Wowww Superbly written Ana Clap
n thanks u so much Nitu 4 posting it out here Thumbs Up 
Although i am not much aware of TV industy jargon i must admit this is 1 article to make every wonder what really is happening to television channels n programme managers these days
so well done for sketching this huge problem so beautifully n presenting it with a rigorous "get-up-n-read-carefully" style

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uxghya Goldie

Joined: 27 April 2010
Posts: 1924

Posted: 03 May 2011 at 2:44pm | IP Logged
wowww ana amazing thanks really true and couldent say it better  really unfair to take bp from us Cry

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zobie44 Newbie

Joined: 12 February 2011
Posts: 33

Posted: 03 May 2011 at 3:26pm | IP Logged
awesome article ana...and thanxxx nitzzy for posting it here...ana u have tried to capture the true pic of telly world...!!! and i m sure it'll be an eye opener for them...they shud take a look at it once...!!!

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king99 Senior Member

Joined: 07 March 2010
Posts: 575

Posted: 03 May 2011 at 8:30pm | IP Logged
Excellent article Ana.  Hope this is an eye opener for those looney people in charge. 

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