Miditech gears up for advertising show on BBC World

NEW DELHI: Miditech Private Limited is working on a new advertising/marketing show for BBC World. The 13-episode series is expected to go on air by March next year.

Miditech's chief executive officer Nikhil Alva confirmed the development. "The pilot has already been cleared and we are getting on to the production of the show. The show is going to be about business of advertising. For this, we would be getting in touch with main players of the ad industry. The idea is to provide an insight into major trends and developments," Alva said.

In comparison to CNBC's Storyboard, which mainly focuses on emerging news from the advertising industry, the show on BBC will focus on the broadcaster's perspective.

"Unlike Storyboard, this particular show will focus on advertising at macro-level. We will look at the overview of the advertising business," Alva said.

On BBC's plans for the ad show, a Delhi-based senior planning director, said, "From an advertising professional's perspective, Storyboard is not a serious show. It is interesting but it's not meant for insiders."

Talking on the present scenario, the planning director said, "Overall, advertising today is surely reflecting the common man's tastes. The coverage in media has increased. One has to remember the profile of the channel where the show is being aired and audience it caters so. Shows on advertising definitely have niche audience and the move (by BBC) is in tune with the growing importance of advertising."

Alva's Miditech has some other interesting projects in store. Alva said, "Science of India is expected to go on air on DD International in January. The 13-part series showcases Indian science and is divided into four sections - general science, medicine, architecture and art. Other shows include Off the Beaten Path, 26-episode travel series, focusing completely on India."

On operations front, Alva is moving his base to Mumbai while his brother Niret, president of Miditech, will remain in Delhi. "Mumbai is the hub of activity and we get more projects from general entertainment channels there," said Alva, who refused to reveal the names of the new projects. 

The production house, which has got offices in Delhi, Mumbai and Bangalore, has also launched its Singapore office.

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