| MUMBAI
\ NEW DELHI: Facing the first day of "zero fresh content" on their Hindi
general entertainment channels, broadcasters have sent strong signals to the TV
content producers and workers that they would not absorb any rate hike at a time
when the global economy is on a tailspin. "We
had to take such an extreme and drastic step of denying our viewers of their evening
dose of Hindi entertainment content because any additional cost liability is unsustainable.
We are the unfortunate victims in this crossfire between the TV producers and
workers," said Star India CEO Uday Shankar while addressing the press here
today. Conceding
to the demands would have meant a 15 per cent jump in programming costs for fiction
shows, something the broadcasters said was "illogical" when "everybody
was tightening their belts." Stressing
on the gravity of the situation that had forced the broadcasters to take a united
stance, Zee Entertainment Enterprises Ltd CEO Punit Goenka said: "Such an
unilateral increase is not acceptable. And we have decided that none of us will
use this period tactically for our ratings." Broadcasters
will, as part of their common agreement, not premiere movies or even increase
their filmed entertainment content. Zee TV, thus, will not go ahead to show Taare
Zameen Par this Sunday (16 November) despite heavily marketing the movie.
Similarly, Colors, which is allowed to air Bigg Boss, can't promote its
other shows during the screening of the reality show. Broadcasters
of the Hindi GECs clarified that advertisers were aware of the cost structure
and were "sympathetic" to them. Said Sony Entertainment Television business
head Albert Almeida, “We have informed AAAI and ASCI and they have been supportive
of their stance. There have been no ad pull-outs or new negotiations on rates
so far." The
row between TV producers and workers ranges over a whole range of complex issues.
"This is not just a case of wage hikes but also stretches to working conditions,"
said Colors CEO Rajesh Kamat. NDTV
Imagine CEO Sameer Nair emphasised on the amicable relationship that all the stakeholders
shared historically. "We hope that the disputes will be resolved quickly,"
he said. Though
it is too early to assess the financial impact the impasse would have on the TV
sector, advertisers fear an overhang of re-run shows would lure viewers away from
GECs to movie, news and regional channels. Said
Hawas Media CEO Anita Nayyar, “The strike will definitely impact the general
entertainment channels as the channels will not be able deliver fresh content.
Thus various agencies will be seen trying to bring the spot rates down by negotiating
with the broadcasters.”
Added Lodestar Universal COO Nandini Dias, “GECs are definitely under pressure.
With GECs failing to give fresh content, if the strike continues longer audiences
will move towards other channels like movie, sports and news. And this in turn
will help these channels build their inventory while GECs lose theirs.” | 
