| MUMBAI:
As 2008 draws to a close, the editors of indiantelevision.com decided to
jot down the “Top 10” highlights in Indian television during the year.
The list is not exhaustive and is not chronological nor in order of importance,
but it randomly represents what we thought were happenings that impacted the business
in a significant manner.  1
TV Workers shutdown:
The
TV industry strike which led to reruns appearing on TV for the first time in the
history of Indian television. The strike continued for two weeks, until a settlement
was reached wherein producers ended up paying extra for technical, and other crew.
 | | Colors
CEO Rajesh Kamat |
2
General entertainment warfare: The emergence of Colors – a partnership
between US media giant Viacom and Indian titan the Network18 group - as a strong
No 2 to Star Plus, and a great competitor to Zee TV which was pushed to the No
3 spot. Colors use of differentiated and disruptive programming enamoured viewers
and was inspiring imitators as the year was ending. The subdued but consistent
performance of  NDTV
Imagine from the NDTV stable, and the expensive expansion of INX Media under the
stewardship of Indrani and Peter Mukerjea, followed by its collapse, and resuscitation
all added to the GEC drama.  3
A new programming era:
Long running saas-bahu soaps such as Kyuunki Saas Bhi Kabhi Bahu Thi, Kasautii
Zindagii Kay, Kahaani Ghar Ghar Kii - were phased out by Star Plus impacting
production superstar Balaji Telefilms to a large extent. It was the end of a long
successful partnership even as Ekta Kapoor was battling to bring Balaji back in
the success sweepstakes as the year was ending. The year also saw the emergence
of Sphere Origin (Balika Vadhu), and Directors Kut (Sapna Babul Ka-Bidaii)
as major production powerhouses. Talent hunts and reality shows proliferated during
2008.
 4
Cash-rich IPL: A new entertainment format of the game became a runaway success
as the largest cricket viewing nation in the world got a taste of the 20-20 over
format, and took to like water to a thirsty man. A new sports czar was anointed
in IPL commissioner Lalit Modi who believed in the format. And the Sony Entertainment
Television group’s gamble paying nearly a billion for its television rights
paid off handsomely for its CEO Kunal Dasgupta.
 5
Terror Strike on Mumbai:
The shocking and unbridled coverage of the Mumbai terror attacks by news television
channels and the public outrage against that, followed by a realisation by all
concerned that media crises management needs to be understood and implemented
by all those involved including government, army, news media etc.
 6
DTH spreads:
The growth of direct-to-home sector with the launch of Big TV and Airtel Digital
TV, along with DD Direct Plus, Tata Sky, DishTV and Sun Direct makes India one
of the few multiplatform markets in the world. Low ARPUs still remain a concern.
7
Skyrocketing costs: The runaway increase in cost of producing television.
Artiste costs rose as almost every second show signed on celebrities and helped
create or rescue careers of no names and has-beens. Distribution costs of channels
too rose manifold with cable operators and MSOs demanding unimaginable carriage
fees for priority carriage on their networks. Distributor Star Den was promoted
by two rival groups Network 18 and Star India even as MSOs like Digicable and
DEN made their debuts.
 | | Kalanidhi
Maran & M Karunanidhi |
8
Peace pipe:
As the year was ending, Sun TV's Kalanidhi and Dayanidhi Maran and his grand uncle
DMK chief M Karunanidhi decided to bury their differences and not work against
each other. The rapprochement could result in the emergence of an even bigger
– almost unsurmountable - powerhouse in the south. This also resulted in
a PE firm Nalanda Capital buying seven million shares in Sun TV for Rs 1 billion.
 9
The slowdown: The subprime crises in the US lead to a slowdown worldwide.
Even though India has been insulated, the pulling out of money from the country
lead to a stockmarket crash. It in turn has impacted the balance sheets of big
advertising spenders and media companies. The second half of 2009 is expected
to bruise media companies badly as corporate India struggles with a slowing economy.
Layoffs were becoming rampant as almost every player looked at ways to survive
in the imminent tough times.  10
Specialisation spread:
The year saw the launch of specialized new channels to cater to the needs of upscale
and urban audiences. For movie and entertainment buffs it was a feast galore.
Showbiz, NDTV Lumiere, World Movies, E24, Firangi, Topper TV, were some of the
new specialized niche offerings. The year probably will go down in history as
the one which had the maximum launches. How many will survive only time will thrive
as the Indian television industry continues to attract investment from both overseas
and domestically.
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