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Discovery Channel decodes big impact of the small screen

Launches ‘Inside Indian Television’ on May 4 at 8 pm; the show take a look at the meteoric rise of television

BestMediaInfo Bureau | Delhi | April 27, 2012

In the last two decades, television has experienced a sea of change including multiple channel launches across categories, introduction of new programming genres, new platforms to innumerable untapped talent – all of which have had a profound effect on the culture and outlook of this country’s audience.  Discovery Channel’s new programme Inside Indian Television on gets behind the small screen to take a look at the meteoric rise of television and how it has transformed the Indian entertainment landscape.

Recounting their journey into television, popular personalities like Shahrukh Khan, Kamal Hassan, AnupamKher, Balaji Telefilms’ Ekta Kapoor and Zee Networks’ Subhash Goel take viewers through their experiences. Viewers get a flavour of their stories which are every bit as thrilling, dramatic and entertaining as their soaps and serials. From just two government controlled channels in the 1990 to more than 800 channels now on air and still counting, Indian television has arrived with a bang in more than 148 million households.

Discovery Channel’s programme Inside Indian Television gives viewers a peek into the success of television in India and provides in-depth analysis about the current scenario in the television space. The programme touches upon the different genres that exist on television today, the evolution of programming and content creation within these genres. Interviews with pioneers of the industry like Ekta Kapoor, TV producer and chairperson of the hugely successful Balaji Telefilms and immensely popular actors like Ronit Roy, Smriti Irani, Saakshi Tanwar and Ram Kapoor highlight how both actors and the industry have benefitted from the growth of television as a medium of entertainment and information sharing. With expert analysis from industry stalwarts, viewers learn how India’s geographical and cultural diversity have been assimilated into the strategy adopted by any broadcaster in the nation, be it sports, entertainment, news or factual entertainment through a mix of local productions, feeds in local regional languages and home grown content.

Commenting on the programme, Rahul Johri, senior vice president and general manager – South Asia, Discovery Networks Asia-Pacific said, “Inside Indian Television is a testimony of the meteroic rise of Indian television in the last two decades.The programmeoffers a comprehensive view into the inner workings of television in India, and chronicles the evolution of this tremendously successful industry from its nascent stages.”

Sharing their experience in the programme, Superstar Shah Rukh Khan said, “I think I like television. It is a way more creative medium, and you can try out newer things at lesser risk and take that chance, and it reaches in everybody’s house now. It’s a fast growing industry and as an entertainer it’s much more important to be part of television.”

Producer Ekta Kapoor said, “TV is about aspiration and identification. We made these bahus who look like simple women and we dealt with their home issues. So the identification came from there.”

Actor Ronit Roy said, “I am what I am because of television. There are a lot of people who remember my film “Jaanterenaam” but today if I’m known I’m known for my work in television. For me I can very safely say that it has been a life changing experience.”

Actresss, Politician and Producer Smriti Irani said, “I feel television today has given me everything I have as an actor and as a politician as well. Today we have many more choices as viewers and also as participants or as people who want to be part of the television medium per say. And I feel that is what makes television today much more different from television was 20 years ago. It’s more about choices today, more about what you want.”

Actor Ram Kapoor said, “I still believe very strongly that over the next 5-10 years we will be growing much more, probably 10 times more than we already have, and I’m very excited that I’m part of an industry that is growing so fast.”

Evolution of the Indian Television:

Television’s galloping growth, vibrant, flashy and often cool and edgy content spurred consumer fantasies. Middle class India began to buy into the idea of becoming rich and living the good life. Fueling the material aspirations of a burgeoning viewership was India’s multi-million advertising business. With the number of channels growing, advertising and commercial sponsorships soared, as competition for ad space, driven by ratings and revenues intensified. The biggest stars were seen endorsing and selling the products on the small screen.

From movie channels to kids, from news to regional content, from sports to music entertainment and fashion tv, television found distinct audiences.  Also emerging alongside is a plethora of non- fiction entertainment channels to fulfill the needs of cosmopolitan audience with taste for unique content.

Inside Indian Television documents this voyage which is as epic and enthralling as this country itself, giving a glimpse of all its facets from its economics to its cultural influence to its emotional bond with an audience of over a billion.

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