Television

UTV to evolve from 'content provider' to 'solutions partner'

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2016/01/07/utv.jpg?itok=oPTM332q

MUMBAI: Yes, production major UTV is definitely evolving with major expansion plans that promise to change the role of production houses today.



United Television is all set to expand the scope of its services to television channels by setting up a channel planning team. This strategic move has been on the cards for over a month now, and the team should be in place by the end of August or first week of September.



Interestingly, the team is not going to be directly drawn from the TV production business, but would have borne experience in the advertising, marketing and research arena.



The teams vision would largely be driven by insight; their approach being viewer driven and not just reactive to current trends but being proactive to upcoming trends and motivation.



UTV is taking the leap from being a 'supplying content' vendor to a 'solutions partner' which will include understanding larger content space with viewers across segments, ability to translate learnings to address specific channel needs and ambitions as well as instilling a process of "shared understanding" with channels via "common agenda workshops."



In a conversation with indiantelevision.com, UTV's COO Vikas Varma explains, " UTV products do not exist alone in the marketplace. Along with competition from shows across various channels, there is competition not only for eyeballs on TV sets but for quality time which could be spent in cinema hall, on the internet, in a restaurant or maybe just plain shopping. Our research will take everything that affects our shows into account."



How is this any different from any other production house?



Well, UTV's endeavour will be to continue infusing insight platforms to create continuous engagement in story. Additionally, tracking viewer engagement with story and advise course corrections will also be a part of their strategic planning.



Taking off from client servicing, UTV has plans of extensive channel servicing ensuring timely and quality delivery of quality product from inception to sustain phase. Varma adds, "That would also mean using strategic planning and 'outside the industry creative instigators' for ensuring creative freshness. Here we are talking of a paradigm shift in the way a traditional production house operates. So, to answer your question, this UTV team is not different from other production houses in a small way. Here we are talking of an evolution leap... no missing links in between."



But considering the channels' role in programming, content has evolved quite extensively, will channels be receptive to this concept?



Varma answers, "Logically, all inputs should be welcome. Star, for example, is our client and their business is very important to us. I in my old advertising avatar was doing business with Star and even Set and Zee. They have always welcomed inputs from me in the past and I am sure that will not change.



In terms of UTV's topline and bottom line, the production house is looking at achieving taking a jump from 8.5 hours per week to 30 hours per week by the year end.



Well, surely an insightful plan of action. This might just be the start of a new evolution in the content generation space.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/25/vivo.jpg?itok=MM5gP1LU
Enjoy Super Sundays on Star Gold with “The Khelkars” this VIVO IPL

Every Sunday, engaging all members of the family through the lens of a comic household discussion, TV stars Sandeep Anand and Sucheta Khanna, along with little young superstars Vishesh Bansal, Gauransh Sharma and Divyansh Dwivedi will entertain viewers with an exclusive feed – Super Funday.

Television TV Channels Music and Youth
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/25/dsporty.jpg?itok=-EZyD46H
Watch top Indian & International golfers in action LIVE on DSPORT at the Hero Indian Open 2019

DSPORT, a premium sports channel of Discovery Communications, will broadcast LIVE, the Hero Indian Open 2019 in India.

Television TV Channels Sports
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/25/firstpost.jpg?itok=W3HPT4Lb
Firstpost print launches campaign trails, a unique campaign that enables readers to cover elections as reporters

Firstpost print, the weekly newspaper recently launched by Network18, has announced a unique campaign – FP Campaign Trails.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/25/shemaroo.jpg?itok=X2yUl-SC
Shemaroo Entertainment’s yedaz collaborates with imagica

Shemaroo Entertainment’s licensing and merchandising brand, Yedaz – Bollywood Madness, has associated with India’s favourite theme park, Imagica.

Television TV Channels Music and Youth
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/25/barc.jpg?itok=I1JaaH4M
BARC India integrates TV and OOH measurement

Broadcast Audience Research Council (BARC) India is integrating TV and out of home (OOH) TV viewership in its BARC India Media Workstation (BMW) software, starting this year.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/25/shashi-shekhar-vempati.jpg?itok=mqEowFaO
Prasar Bharati survey to gauge demand for sporting events coverage soon

Prasar Bharati CEO Shashi Shekhar Vempati has revealed that a survey will soon be conducted to assess the demand for sports coverage on the public broadcaster’s platforms like Doordarshan (DD) and All India Radio (AIR). Vempati, however, pointed out that sports coverage by a public broadcaster is...

Television TV Channels Sports
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/23/zee.jpg?itok=kICyfwVs
Zee Telugu to launch new fiction show 'Akka Chellellu'

Zee Telugu is all set to launch a new fiction show, Akka Chellellu. The show is slated to commence from 25 March, on Zee Telugu and Zee Telugu HD during the 5.30-6 pm time slot.

Television TV Channels Regional
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/23/lfff.jpg?itok=hna4q0R9
LF launches new show 'Dakshin Diaries'

Lifestyle channel LF has launched a new show Dakshin Diaries which includes avenues that are familiar but when explored reveals a curated mix of culture, cuisine, travel, music, and faith.

Television TV Channels Specialised and Niche
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/23/cricket.jpg?itok=vWpbjm7g
India News curates special programming for IPL 2019

As the cricket fever is rising up with 2019 Indian Premiere League (IPL) season 12, beginning from 23rd March, India News, one of India’s leading Hindi news channel curates special programming lineup for the IPL series under the umbrella branding of Jhamajham Cricket, the special cricket show...

Television TV Channels News Broadcasting

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories