Yantra Media looks beyond Sun to rivals

MUMBAI: The southern television space, which is witnessing a boom of sorts in terms of channel launches, is providing increased opportunities for producers. One fallout of this phenomenon of course is the switching of loyalties to rival camps.

In one such move, Yantra Media -- a medium-sized production house headquartered in Chennai -- has made its exit from the Sun Network. The hitherto Sun-aligned company, promoted by Shyamsundar, is now accepting work outside the Sun camp. Yantra is now producing primetime shows for Zee Telugu and Malayalam network Asianet.

Sun Network signs its production houses as exclusive content partners as the agreement carries a clause which bar producers from working for rival networks.

"The market is booming. Since the last one year, the South witnessed the entry of many new players. Zee will be launching their second regional channel this year. Star is investing more in its South plans. The DTH scenario also looks very encouraging for production houses. So in this changing scenario, I don't want to miss out on the tremendous opportunities that the market offers," Shyamsundar explains.

Market sources add that there are a few more producers who have been wooed by Sun's rival channels and were subsequently warned to stay put. When contacted, a Sun executive refused to comment on the reported developments.

Shyamsundar points out that the guaranteed commission model Sun's rivals offer makes the game less risky for small-sized production houses. "In Sun Network, if your show is not delivering good ratings consistently, then there is a problem. In that case, you need multiple shows to manage the losses, which many can't afford. So, it is natural for producers to look for other options especially in this scenario," he points out.

While a half-hour slot on Sun costs in the range of Rs 125,000 to Rs 150,000, Zee Telugu pays the producer an average Rs 80,000 for every half-hour episode, market estimates indicate.

Yantra has four successful programmes currently on air in Sun Network. It produces a sitcom Ammayi Lahala in Malayalam and three crime-based shows in Malayalam, Tamil and Telugu. Sun is currently in the process of discontinuing the Yantra-produced shows from its network. Shyamsundar however ruled out the possibility of taking these shows to other networks.

Yantra's Zee Telugu soap Manasantha Nuuve is placed in the 7:30 pm slot. The production house will launch a political satire CM AM to PM on the channel shortly.

Speaking about Yantra's association with Asianet, Shyamsundar says he is in fact going back to his ancestral home. It was through Asianet that he got noticed with his blockbuster soap Sthree which ran for more than 500 episodes. Shyamsundar even played a key role in the alliance between Asianet and Zee to launch a Kannada channel called Kaveri, a project that didn't take off.

Yantra is doing two primetime shows, a sitcom and a soap, for Asianet. The sitcom Sundari Sundari and the soap Thanichu are slotted as dailies. In a gamble of sorts, Asianet has slotted

Sundari Sundari in the Monday to Friday 8:30 pm slot, which directly clashes with the number one Malayalam soap Kavyanjali airing on Surya TV. Coinciding with Yantra's return, Asianet is also bringing back Sthree in the afternoon band. The one hour daily is slotted for 12 noon.


Latest Reads
Sun TV leads the Tamil market in BARC week 32

Zee Bangla continued to maintain its first position in BARC’s week 32 data. The Bhojpuri market, however, had a new entrant - Oscar Movies Bhojpuri that secured fifth position, whereas in the Kannada segment, Colors Kannada retained its leadership position. Asianet from Star TV continued took the...

Television TV Channels Viewership
Zee Anmol back on top of Hindi channels in across genres

After a short hiatus, Zee Entertainment Enterprises Ltd (Zeel) free to air (FTA) Hindi GEC Zee Anmol was back at number two rank in Broadcast Audience Research Council of India (BARC) weekly list of the top 10 channels across genres (across genres list) in week 32 of 2018 (Saturday, 4 August 2018...

Television TV Channels Viewership
Star India mobilises disaster relief for Kerala; Star network rallies public support #AllForKerala

As Kerala struggles with the devastation of massive floods, Star India, and its employees have stepped up to donate to and mobilise disaster relief for the flood-ravaged state #AllForKerala

Television TV Channels GECs
BARC week 32: Republic TV regains top position in English News

After losing its top position in week 31 of BARC ratings Arnab Goswami’s Republic TV regained its top position in the English news genre in week 32. Times Now stepped down to second position.

Television TV Channels Viewership
Zee Anmol leads Hindi GEC (U+R) in BARC week 32

Dangal TV emerged as the new entrant in Broadcast Audience Research Council (BARC) data for week 32 of 2018 in the Hindi GEC (U+R) market.

Television TV Channels GECs
HCL Corporation & The Habitats Trust tie-up with Animal Planet to create awareness about the need to save species and their habitats with ‘On the Brink’

HCL Corporation, a global technology conglomerate, & The Habitats Trust, a recently launched foundation working towards protecting habitats and their indigenous species

Television TV Channels English Entertainment
&flix brings the explosive action thriller this Sunday with ‘S.W.A.T.: Under Siege’

It’s triple the trouble and thrice the thrill – this season, your favorite Special Weapons and Tactics team – S.W.A.T. are back with the third installment of the blockbuster series.

Television TV Channels English Entertainment
Sony India bets on Pro Volleyball League

Sony Pictures Networks (SPN) India has signed a multi-year deal with Baseline Ventures and Volleyball Federation of India (VFI), to broadcast the inaugural season of the Pro Volleyball League in February 2019.

Television TV Channels Sports
Romedy NOW launches ‘Happy Hours’ in collaboration with ‘Happy Phirr Bhag Jayegi’

Romedy NOW, India’s favourite English Entertainment channel, introduces a specially curated property ‘Happy Hours’, an exciting line-up of romantic comedies, in collaboration with Happy Phirr Bhag Jayegi.

Television TV Channels English Entertainment

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories