Specials

“The biggest idea can come from somebody you are not looking at”: Ajit Thakur

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/event-coverage/2014/11/22/ajit%20thakur.JPG?itok=5r5aN9TX

MUMBAI: It is the only channel, which has never shied away from experimenting; from mythology to drama, from thriller to comedy, it has done it all. The soon-to-be three-year-old channel from the Star Network’s stable, Life OK, has always been riding high on success.



For ‘The Content Hub’, indiantelevision.com spoke to the channel’s EVP and GM Ajit Thakur to understand his views on how Indian content has shifted its paradigm and challenges that he faces while spotting new talents.



According to Thakur, more than the concepts the channel is always looking out for fresher talent. “We are looking at people from Bollywood and advertising to come to us with different concepts. Also, we want to explore more genres. Currently, with Pukaar we are not only exploring action genre but also have got on board film director Vipul A Shah. In the future, we would love to do a lot more of comedy, thrillers, spy stories and a mythology.”



He believes that with both television and Bollywood growing at a tremendous speed, the demand for the same writers has increased over the years, making the task different. “We can all either wait for those people to come on board or can develop our own talent. Therefore, we have hired a lot of new writers.”



For shows like Mahadev and Savdhaan India, the channel has in-house writers. According to him talent spotting and retaining that talent is a big challenge as well. “One might be available today but he/she will get busy after six months. Plus, one cannot depend on established talent. So, we have to develop our own talent,” says Thakur.



He goes on to say that though Indian content has the ability to travel abroad; it will take some time because currently, the industry is not investing enough on production to scale it up. “Production quality will take another five to seven years to enter international market. But the interesting concepts will take lesser amount of time,” he says while adding that our shows are currently travelling to the Middle East and South Asia because of Indian diaspora, but for a show to have the scale for it to be sub-titled and aired in America, it will take time.



Is Indian content shifting its paradigm? According to Thakur, it is but slower than one would like it to. “Our viewers are evolving fast but at the end of it our cultural context is important too. As a country we are very different, so it’s not that our viewers are not evolving but they are evolving within the paradigm of Indian society where families are important and cultural values are important.”



He adds, “I think we have to take pride in the kind of stories we tell, but we need to produce them at the scale, which the international markets can look up to.”



Thakur has two best practices when it comes to sparking off changes in the thought and creation process of content. One, it is very important to have the right insights on which one wants to work on. “One should know who your target is whether you are a TV channel, filmmaker or a digital platform. I think very often we are making a mistake of not looking at who we want to target at, carefully. Who is your core TG? Is it urban India or rural India? Is it men or women? Is it young families or joint families? It is an important factor which many a times we overlook.”



Second, once you are clear about the TG then instead of trying to do many things, one must focus on one thing they are good at. “If you are developing one genre, develop a number of dramas, be the best at it rather than trying to do everything. And once you know that this is the target group and this is the kind of audience you want to target, then go ahead and find multiple story tellers. Never think that the current best lot is the one that will take it to the next level. Probably the biggest idea will come from somebody you are not looking at,” concludes Thakur.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/11/Inside-Digital-India%20%281%29.jpg?itok=CnwOsdre
Rs 12 billion budgeted for 'Digital India' '17-18

With the Government’s emphasis on cashless and paper-less working, electronic governance gets the highest chunk of Rs 4.0055 billion out of the overall budget of Rs 12.1642 billion set aside for Digital India for 2017-18.

Specials Budget Budget 2017
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/10/Ravi-Shankar-Prasad%20%281%29.jpg?itok=Xf9axe3G
Ravi Shankar too hopes DTH will support Swayam

Union Minister of Electronics & Information Technology and Law & Justice Ravi Shankar Prasad said, “The budget of Modi government for 2017-18 is historic and unprecedented. This is a budget for bold India, clean India, eager to tap its potential. Based on the pillars of efficiency,...

Specials Budget Budget 2017
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/08/deep-sengupta%20%281%29.jpg?itok=tSmYMgrN
Budget '17: SAP enables mid-sized cos to go digital

Aligning to the Union Budget 2017, SAP SE announced the launch of SAP S/4HANA Private Cloud, the next generation business suite tailored for midsize companies, which will be available at a simple and affordable subscription pricing.

Specials Budget Budget 2017
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/07/Untitled-1_1.jpg?itok=GUdW5mAy
Budget '17: Rural net will facilitate travel bookings

The union budget has broadly focused on themes such as the farming sector, the tourism industry, development of road network, and infrastructure. The high speed internet connectivity in rural areas will now be the biggest advantage to the travellers.

Specials Budget Budget 2017
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/07/Nippon%20TV-800x800.jpg?itok=mQBFe8uo
MIP '17: Nippon TV gears up with two scripted, three non-scripted formats

MUMBAI: Having recently been crowned ratings champion for the third consecutive year in Japan, coupled with the tremendous success of its scripted drama Mother which has received numerous offers from around the world and is a ratings success in Turkey as ANNE, Nippon Television Network Corporation...

Specials Event Coverage Miptv
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/03/Untitled-1_0.jpg?itok=xexBn2BM
Budget '17 initiatives will drive overall demand, believe startups

Startups are in a celebratory mode after the presentation of the Union Budget 2017 by the finance minister Arun Jaitley. He announced that small businesses with an annual turnover of Rs 50 crore will now have to pay five per cent less income tax, in order to make micro, small and medium enterprises...

Specials Budget Budget 2017
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/03/BUDGET02%20%281%29.jpg?itok=7R6eUsBF
Top M&E industry honchos see no major benefit from Budget '17

MUMBAI: With the Union Budget’s focus on rural and infrastructure sectors, the media and entertainment (M&E) industry seems to be disappointed as the budget does not offer much. Though the sector is hoping to get some benefit through the digital push mentioned in the budget, expectations were...

Specials Budget Budget 2017
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/02/INSIDE%20%281%29.jpg?itok=2a1xE-59
Budget '17: Leading digital players hail sectoral boost

“Digital economy helps in cleaning up the system, has transformational impact, energises private investment through low-cost credit, and benefits the common man,” asserted finance minister Arun Jaitley while announcing the Union Budget 2017 on 1 February. The budget 2017 emphasised a lot on the...

Specials Budget Budget 2017
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/02/prasar%20bharati-800x800.jpg?itok=K9OEduaZ
Budget '17: Prasar Bharati grant-in-aid down, film sector's aid up

NEW DELHI: The grant-in-aid for Prasar Bharati has come down marginally from the revised estimates from Rs 4500 million in 2016-17 to Rs 4300 million for 2017-18. This includes a grants-in-aid to the pubcaster of Rs 3500 million and a separate grant-in-aid to it for the Kisan Channel of Rs 800...

Specials Budget Budget 2017

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories