Get ready to be bombarded with more of soppy saas-bahu bickering, put-on talk shows, hapless comedies, over-made-up nasty sister-in-laws (dressed in all their finery even when ostensibly asleep) and the absurdly unreal reality shows that put even real life to shame…

Yes! Come the fall of 2007 and if the ambitious plans of the key players materialise, rest assured that a rash of new Hindi general entertainment channels (GEC) will break out on your television sets, bringing the same old sob-saga into your living rooms. Oh! But I guess we are getting too cynical, because most all of them are promising to break the mould and get in something ‘different’ for the couch potato to chew on.

To begin with there’s NDTV with its Imagine (boasting an unimaginable line up of veterans like Karan Johar’s Dharma Productions, Sameer Nair and Prannoy Roy). In his typical ‘a family that eats together stays together’ spirit, a buoyant Karan Johar believes that this partnership is like a “family bonding” and is convinced that his family will soon be creating all the celebration possible at a TV screen near you. Sounds suspiciously like more of the same, right? Anyhow, NDTV’s GEC is scheduled for launch by the end of this year.

Then we have UTV-Astro’s Bindass, which says that it will be a youth oriented GEC. In fact, Bindass, which is scheduled for launch in mid 2007 with an outlay of Rs.2 billion, says that it will be India’s first local youth entertainment brand (more of those chimerical singing, dancing, doling out slapstick humour, Indian idols?). There is also the recently announced Viacom- 18 venture in the GEC space, which has US-based Viacom, teaming up with India’s very own Raghav Bahl owned TV 18.

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B&E,4ps & IIPM Publication

For complete IIPM article click here

Source:- IIPM Editorial, 2008

An IIPM and Management Guru Prof.Arindam Chaudhuri's Initiative

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