(3 November 2008 6:00 pm)

MUMBAI: In a bid to tap into the extensive regional content space for television, Endemol India has appointed Neena Raut as Endemol Regional creative head.

Prior to this, Raut was working with Shri Adhikari Brothers as creative head. She was involved with a host of television programmes namely Tak Dhina Dhin (a musical quiz programme that aired for over six years and 275 episodes), comedy show Dokyala Dulki and Saap Sheedi (a show based on the snakes and ladders board game).

Says Endemol India country head Deepak Dhar, “Endemol Regional plans to create content for Gujarati, Marathi, Bengali and Southern channels in the near future. For this sole purpose, Raut with her extensive experience in the regional television industry will definitely contribute to the already existing talent pool at Endemol.”

Endemol has identified some formats from its national and international catalogue, which it believes will appeal to regional audieces. "There are also some home grown properties, which we are developing to suit Indian audiences," Dhar adds.

Endemol is cuurently focussed on non-fiction shows. Says Dhar, "We have our eyes on scripted shows, but we will take a call on them later. At present our focus is on short term reality shows."

Some of the formats Endemol plans to produce for regional markets are Kids are Alright, Set for Life and Divided. Endemol is in talks with regional broadcasters for airing such content.