IndiaCast/Viacom18 all set for MIPCOM 2013

If you thought shows such as Comedy Nights with Kapil, Uttaran or even Jhalak Dikhhla Ja have takers only in India, you couldn’t be more wrong. Indeed, there is a huge demand for these programmes even in faraway markets like Latin America, Africa and Eastern Europe to name a few.


Which is exactly what draws aggregators and distributors such as IndiaCast to MIPCOM, the world’s biggest market for content.


So what does IndiaCast have on offer this year at MIPCOM? “While we already have a strong syndication portfolio with our dramas. movies  and reality shows from Colors, we will also focus on content from our regional channels, news channels as well as the MTV content, "replies IndiaCast group COO Gaurav Gandhi, who will represent the company along with four others at MIPCOM.


More specifically, IndiaCast/Viacom18’s entire catalogue will be on offer. “We have more than 25 channels in our network and so, our booth will feature content from all of these channels. This will include Ballika Vadhu, Uttaran, MadhubalaJhalak Dikhhla Ja, Bigg Boss, MTV Roadies and also content from ETV and the news channels,” informs Gandhi.


And what is IndiaCast hoping to achieve at MIPCOM? Says Gandhi: “Indian dramas are finally breaking into mainstream in many markets. We hope to find more buyers who are willing to experiment and try Indian dramas for the mainstream local audiences in the respective markets and we want to target buyers who want to remake our shows  (with script and format rights) in their respective countries .  Latin America and Turkey have been the predominant forces in exporting their drama series sales worldwide. There is an opportunity for us to break into that market in a big way. Having already licensed our content to Africa and Europe (to the mainstream market), I am hoping to tap markets like Latin America this year.” 


Gandhi believes that demand for the programming that IndiaCast is hawking will also be strong in areas where Indian and south Asian diaspora are present in large numbers. This apart, there is another chunk of viewers in several countries which enjoy watching Indian programming dubbed and sub-titled in local languages. “Central Asia, Eastern Europe, Latin America and Africa are some of these nations,” he says."We are looking at new distribution outlets and buyers from there for both our channels and programmes at MipCom this year."


Citing a couple of examples of how the event is a platform to help export content and reach out to a larger base, Gandhi says: “It was here that we sold the script of our show Uttaran, for a remake in Africa. While normally Indian channels buy formats/ scripts, we were the first ones to have sold the script to an international player. We recently sold the MTV Roadies format internationally. The discussions for this had started in MIPCOM only.”  


MIPCOM makes it easier for exhibitors to meet people from different markets and sell content. “If it wasn’t for a market like these where would one find buyers from Serbia, Croatia, Bosnia, Macedonia and Tanzania?” he questions.


And considering there is a sizeable regional population around the world, the aggregator is concentrating on regional content as well. “We have sold Gujarati content to a local channel in the US and also to west African countries this year. So for our regional content, this year, we will focus on building on that and tapping new markets” says Gandhi.


The frenzied buying and selling of content apart, several affiliate meetings will keep IndiaCast executives busy at MIPCOM. “This is where we will talk about distribution of our channels; like Colors, MTV India, Rishtey which is our second GEC in the UK, ETV,  and News18 among a host of other channels,” informs Gandhi.   


IndiaCast will concentrate on all platforms like Cable, DTH, IPTV, terrestrial and all forms, both linear and non-linear (VOD, SVOD, NVOD and PPV). “We are amongst the largest suppliers from India to VOD platforms. Our content is on Netflix, Itunes, YouTube etc. We have a lot of meetings lined up for such platforms as well,” he adds.


It looks likely to be whistlestop and tiring MipCom for Gandhi and his team. And in all likelihood profitable too. 

Latest Reads

MIPCOM 2016 sets new records

CANNES: Record attendances at MIPJunior and MIPCOM, more World Premiere TV and International Screenings than ever, a remarkable Japan Country of Honour programme, a Personality of the Year, Shonda Rhimes, who packed delegates into her keynote interview and a tour de force opening keynote from Sony...

Specials Event Coverage Mipcom
BidSlate offers film buyers, content-owners negotiation platform

What if filmmakers didn’t have to rely solely on film markets and sales agents to sell content? And international film buyers had continuous access to a 24/7 international marketplace populated by an ever-growing catalog of content?

Specials Event Coverage Mipcom
Two popular BMX content creators join XTreme video multi-platform network

XTreme Video, the leading Multi-Platform Network (MPN) for extreme athletes and creators with over 200 million views each month and more than 50 million social followers, today announced the addition of two of YouTube’s top BMX creators, KinkBMX and Boqer123, to the XTreme Video network. Heading...

Specials Event Coverage Mipcom
INsight-Flare to produce reality competition 'The Line'

INsight TV has commissioned yet another new original format in Ultra HD, partnering with Flare Media to produce the reality competition The Line.

Specials Event Coverage Mipcom
FremantleMedia brings 'Familiar Taste' to MIPCOM

FremantleMedia is bringing a brand new title to MIPCOM 2016, which promises to leave viewers feeling warm inside. Familiar Taste sees well-known faces thanking those people who have had a major impact on their lives by sharing with them a surprise meal they have cooked themselves.

Specials Event Coverage Mipcom
MIPCOM: Beta Film delivers interactive TV-event 'The Verdict' throughout Europe

The interactive TV-event The Verdict continues its roll-out throughout Europe and will be simultaneously broadcast in six countries with additional territories to follow. The MOOVIE production by Oliver Berben (“Shades of Guilt”, “Hotel Adlon – A Family Saga”) will be screened in Germany, Austria,...

Specials Event Coverage Mipcom
'Inside the Masters of Dirt' on INsight TV to have non-scripted reality series in ultra-HD

INsight TV has commissioned a new, non-scripted reality series Inside the Masters of Dirt with XTreme Video, which follows the crew that produces the popular freestyle motocross arena show of the same name. Featuring fearless leaders in extreme motorsports, XTreme Video will be the first to present...

Specials Event Coverage Mipcom
MIPCOM: Cyber Group Studios signs deals with broadcasters, digital platforms

On the heels of MIPCOM Junior, Paris-based producer and distributor Cyber Group Studios continues to establish a strong presence worldwide by signing new agreements with buyers including major broadcasters and digital platforms for more than ten series of its catalogue. Deals cover players such as...

Specials Event Coverage Mipcom
Bloomberg Media Distribution signs Hollywood Reporter, Billboard, El Financiero, STAT as partners

Bloomberg Media Distribution today announced a partnership with a raft of premium publishers to provide business, technology, entertainment, music, lifestyle and health news to global audiences. Launched at MIPCOM, Bloomberg Media Distribution will distribute The Hollywood Reporter, Billboard, El...

Specials Event Coverage Mipcom

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories