Television

South Indian films dubbed in Hindi more popular than English

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2014/02/27/DSC_7531.JPG?itok=lItUeYfi

MUMBAI: Sony MAX and Sony MIX executive vice president and business head Neeraj Vyas was the Guest Editor of the day at Indiantelevision.com today.

During his interaction with journalists at Indiantelevision.com, Vyas talked about what he thinks about broadcast journalism. His complaint was that journalists do less of research-based writing and are more interested in the financial details of the broadcasting business.

While dwelling on the businesses he heads, Vyas talks about how Sony MIX has tried to make the music channel musical from being a trade channel, on the preparations for Indian Premier League (IPL) season 7 and the preferences of Indian audiences for the film genre.

Following are the comments made by Vyas on films, music and IPL:

There is a channel dedicated to English movies dubbed in Hindi -- UTV Action. If you look at the other channels -- Sony MAX, Zee Cinema, Star Gold, & Pictures and Movies OK, almost 25-30 per cent of everybody’s FPC in a week comprises south Indian films dubbed in Hindi. South Indian dubs are a very integral reality of composition of every Hindi movie channel. There was reluctance from advertisers initially. Indians completely enjoy south Indian cinema.  They might not know who is Nagarjuna or who Ravi Teja is but they love the action. They love the way the action is choreographed. They love the fact that there are no songs. They like the feel of the characters because they are larger than life.

They like the plots in south Indian films because they feel some of the plots are better than Hindi movie plots. Its vendetta, its revenge, it’s about the common man rising. These are the plots that work across.

The language of Indian cinema does not change just because the film is made in the south or made in Mumbai or Hyderabad. Most of the films dubbed are Telugu films which are over the top. Tamil films are by and large understated. Telugu films have blood and gore and all that. Indian viewer does not mind.

The characters are bound differently because of language reasons, geographical reasons. Otherwise Indian films are Indian films. Viewership tilts towards the male.

Hindi movie channels are skewed towards male. Unless you have Chennai Express which is very universal. If I have to give you some south Indian parallel is Telugu film Magadheera. We promoted it as a proper Hindi film blockbuster. It gave me a rating of 2 in the first screening. That cuts through all TGs and massive special effects.

International dubbed movies are not staple diet, but can be served as a surprise and can be a good break from the regular.

MUSIC:

We went and bought more music and put more variety than anybody else.  The other call we took was that whatever we do we should be musical. We will not have movies like some channels do. We will not have animated characters. Whatever we do will be music. We have got something like Solos. Singer comes and sings two lines.  These are things that we did and after digitisation we got shelf space. We saw 13 weeks in a row we were the number one channel. But for that we did a lot of sacrifice. We reduced advertising time. Against 30 minutes I was doing 15-20 minutes.

We started with 12 million viewers and today we have 55 million viewers.

Indian Premier League

The second edition was done in South Africa, but at that time the scale at which IPL was hosted wasn’t as big as it is today. Everything today has changed. So the campaign has to be bigger.

This season, if done outside India, will be very critical in terms of revenue as well. IPL for us is like a huge ‘Mela’. The ‘Mela’ gets prominence and written about because it happens in our city. If it happens outside India, it also impacts advertising, since the advertiser loses the buzz. It also has an impact on the rating. If IPL happens in South Africa, they will ensure that the match is aired in India at 8 pm. This time there will be only 60 games, because there is one team less.

IPL Campaigns

We need to up the entertainment quotient. There has to be a call of action. These two states always have to go hand in hand. It needs to be engaging, entertaining and fun-filled. It needs to be riveting; it needs to cut through different kinds of loops. Can’t be very male dominated, can’t be very male–centric, can’t be very female centric, can’t be very children centric. So, it’s a tough brief, not a very easy brief; because these guys are used to very focused briefs. I say, “this is my TG, these are the values of my brand, this is what it needs to be and these are the values that need to come through my communication. So, the consumer knows that I’m buying this for this.

On Farah Khan

Farah brought her own style and because of the fact that she’s a director and actor, made it easier for her to get into the zone of her character. She knew the tone and tenor of what we needed. She has changed the entire paradigm of the campaign. Then we roped in Vishal – Shekhar, who she is very close with. So it became a huge family gathering. We also got Rajeev Sethi, the director of Keroscene Films is also a childhood friend of ours.

The 2014 campaign has no real people, they’re all models. Especially because our campaign is emotion based. One wrong reaction about what the character is feeling and the whole 30 second ad can go for a toss. That is why we spend a lot of time in casting. I personally am a stickler for casting!

This year, we are doing five 30-40 seconders and one 60 seconder and again there will be an anthem that’s been composed again by Vishal Shekhar. We’ll also have an Extra Innings music video shot on that with the actors and the commentators. So, it all comes together as a package.

So, this year we have the same girls and boys back for IPL.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/15/sunny-leoae.jpg?itok=3SZqrF40
Sunny Leone in Discovery JEET’s show Man Vs Wild

Sunny Leone will be displaying her adventurous side as host of the mega-popular survival series Man Vs. Wild. The iconic series will telecast in Hindi on the soon-to-be-launched GEC Discovery JEET. The new GEC will premiere in the second week of February 2018 and the series will feature the...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/15/sm.jpg?itok=gUhILkq8
Times Now appoints Sujeet Mishra as marketing head

Times Network, part of India’s media conglomerate, The Times Group today announced the appointment of Sujeet Mishra as head of marketing, Times Now.

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/15/sony-bbc_1.jpg?itok=mQuiQxIO
Experience space with BBC's new VR experience

The BBC is giving you a chance fly. Home - A VR Spacewalk is an interactive virtual reality (VR) experience launched today for the HTC Vive and the Oculus Rift, and is available to download for free via the Steam Store and the Oculus Store.

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/15/bbc_0.jpg?itok=jTEnctw5
Sony BBC Earth presents the Best of 2017

Sony BBC Earth revisits some of its most popular episodes of the best shows in a special programming line-up titled Best of 2017 starting 18 December 2017, every night at 7 pm and 11 pm.

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/15/shemaroo.jpg?itok=JLK5kQw2
Increased revenue from traditional media boosts Shemaroo numbers

Integrated media content house Shemaroo Entertainment Limited (Shemaroo) reported 18.3 percent higher year-on-year (y-o-y) consolidated total revenue for the quarter ended 30 September 2017 (Q2 FY 2017-18, the quarter under review) stood at Rs 1,345.7 million as compared with Rs 1,138.6 million in...

Television Production House Film Production
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/15/mur.jpg?itok=Hql64_2L
21st CF spins-off into new live news & sports co Fox

MUMBAI: After the blockbuster acquisition of 21st Century Fox by The Walt Disney Company, the former has announced that it will spinoff into a new brand Fox’ that will seek to replicate its own success in the newly focussed verticals of live news and sports brands. Using fiscal 2017 as a base, the...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/15/uday_0.jpg?itok=t8VAurqw
With Star India, Disney emerges as India's largest M&E firm

MUMBAI: Unlike the US, where the merger of The Walt Disney Co and 21st Century Fox’s entertainment assets is between two near equals, the scenario in India is totally different. 21st Century Fox’s India venture Star India is a $1.7 billion dollar media and entertainment behemoth while Disney India...

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/bob.jpg?itok=zPgBgsME
Disney to buy 21st Century Fox assets for $52.4 billion

The Walt Disney Co has set up a $52.4 billion, all-stock deal to acquire 20th Century Fox and other entertainment and sports assets from Rupert Murdoch’s empire.

Television TV Channels Movie Channels
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/mania.jpg?itok=Jb64uy53
MOVIES NOW brings #StopDreamingAndStartWinning with 100 Mania Season 5 for its viewers

Movies Now, India’s english movie channel, rings in the festive season with its property ‘100 Mania’, beginning Friday, 15 December at 9pm. In its 5th season, the channel has curated a line-up of some of the biggest Hollywood blockbusters like Furious 7, Jurassic World, Disney’s The Jungle Book,...

Television TV Channels English Entertainment

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories