Quotient of entertainment being re-defined, believes Lulla


Indiantelevision.com's series of interviews with the speakers of next week's FRAMES 2003 convention continues with SET's Executive VP Sunil Lulla briefly holding forth on the state of content and what we can expect from it.

Lulla will be part of the discussion panel which will debate on 'Television Programming: Getting the right mix'.

The last year has seen a large number of big budget programmes being launched by all channels. Also, a lot of big film personalities are set to launch their TV careers. Are the investments in these stars justified? Will it reap returns for the channels?

Understanding viewers' needs and the ability to tap into them is more important to the style, buzz value and pizzazz that big scale productions and stars may bring. A big personality is no sure shot to success. The TV industry has spawned many a talent, which is no less a household name and in equal footing too.

Hence the ability to create the magic out of consumer understanding; the ability to weave magic around the art of story telling and the ability to break a format - will drive success better.

The lure of cable & satellite's wide reach and growing popularity is an invitation for larger investment. It's a natural extension for the movie industry. However, the rigour of the TV industry is quite different. Those who adapt successfully, will see the fruits of patience bear out.

What is the next stage of evolution in TV programming?

We should expect to see segmentation of General Entertainment needs. Reality - in the positive way of life can grow. Integration to other forms of communication and entertainment will grow. On the other hand - getting people to grip the edge of the seat, shed a tear, rip a rib with laughter will not change.

We are seeing the way in which sports is becoming more entertaining; with the advent of so many news channels, we should see news becoming more entertaining. Hence, the category of general entertainment will see the quotient of entertainment being re-defined.

Hence, the extension of entertainment into reality and into other parts of our life, should be the next step.

What is going to drive viewership in the coming years?

There are no simple answers. Viewers are going to fragment and their tastes are going to evolve. Staying on the edge of understanding their needs will drive viewership. The extension of entertainment into their lives via telecom and reality - will drive viewership. India will not change dramatically, as large parts of India are yet to be exposed to cable and satellite TV as yet. The upscale modern part of India has a different set of needs and the sub urban parts of India may lag. On the whole, therefore, the ability to segment and differentiate will be a driving force. The quality of entertainment continues to change; the essence does not!

Latest Reads

Promaxbda india 2018 announces puja vohra and glenn urquhart as their masterclass speakers

PromaxBDA India has announced its first 2 Masterclass speakers for the 15th edition of its annual conference and awards property in India, which will take place on 23rd May 2018. Speaking at the Masterclass are truTV’s Puja Vohra and creative mastermind Glenn Urquhart.

Specials Event Coverage Occasions
ABBY Awards 2018 shortlists announced

The coveted ABBY Awards that recognizes and rewards excellence across Advertising, Marketing and Media has now announced that the shortlists for the 2018 edition have started being posted, by category.

Specials Event Coverage Occasions
Ficci Frames and market concludes on grand note

The FICCI Frames and the newly launched content market as part of FICCI Frames 2018 concluded on a grand note.

Specials Event Coverage Ficci Frames
Screen Density: Lessons from the world & Exploring new business models

n Day 2 of FICCI FRAMES happening in Mumbai, there was a session on Screen Density in India attended by some eminent panelists consisting of Mr. William Feng, VP, Greater China, MPA, Kurt Rieder, Head-Theatrical Asia, 20th Century Fox, Kapil Agarwal, Joint MD, UFO, Kamal Gianchandani, Chief of...

Specials Event Coverage Ficci Frames
Broadcasters see positive future for TV in India

MUMBAI: The threat of OTT and integrated platform ecosystems like Android TV is at the peak. Its increasing penetration across all age groups may be a threat to the broadcasters in the coming time. But, it isn’t the case yet in India with 64 per cent TV home penetration and much room for growth....

Specials Event Coverage Ficci Frames
M&E stakeholders need to collaborate for growth: Sudhanshu Vats

MUMBAI: If the Indian media and entertainment (M&E) sector, poised to be Rs 2 trillion industry by 2020, is to be a force multiplier and up the present growth trajectory, then all the stakeholders, including the government, need to collaborate sinking differences, according to Viacom18 Group...

Specials Event Coverage Ficci Frames
M&E to cross Rs 2 trillion by 2020: FICCI-EY report

FICCI Frames 2018 saw the launch of its annual media and entertainment (M&E) report, this year by Ernst & Young (E&Y) titled ‘Re-imagining India's M&E sector’ which captures key insights from the exciting and fast growing Indian M&E sector.

Specials Event Coverage Ficci Frames
Ficci Frames 2018: Smriti Irani for highlighting M&E's economic importance

MUMBAI: Even as the Indian media and entertainment (M&E) sector is projected to cross $31 billion by 2020, Minister for Information and Broadcasting (MIB) Smriti Irani said yesterday it is imperative that the country as a whole projected the economic value that the industry lends to the country...

Specials Event Coverage Ficci Frames
New initiatives at FICCI Frames 2018

MUMBAI: The 19th edition of FICCI Frames to be inaugurated by the I&B and Textiles minister Smriti Irani on March 4 is all set to be a grand event. There are a lot of interesting sessions lined up with few new initiatives this year. The annual media and entertainment global convention...

Specials Event Coverage Ficci Frames

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories