Television

Aastha, Swami Ramdev's HD TV plans

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2016/07/18/Untitled-1.jpg?itok=gQ1yM410

MUMBAI: Most spiritual and devotional channels operating in India have a bagful of problems: limited revenues, low production budgets, which have led to very poor production values for their shows. Programmes and shows are shot with standard definition cameras with cheap sets as backdrops.

This, at a time, when most of television land is moving to high definition and a select few towards 4k high dynamic range productions – both of which give better quality video – which can play out better on HD and 4K sets, making for a near realistic viewing experience.

Swami Ramdev and Acharaya Balkrishna’s Patanjali Ayurveda has been giving FMCG multinationals in India a bit of a headache by eating away at their market shares in several product categories.

Now the yoga guru-turned-entrepreneur is hoping to capture global audiences with his brand of yoga keeping in mind prime minister Narendra Modi’s penchant for it.

Aastha – as is known to many – is among the leaders in the spiritual television space in India. And it is a channel that is part of Swami Ramdev’s empire.

Over the past year or so, an HD revolution has been taking place silently in Noida where Aastha TV’s studios, playout and uplinking hub are located. Swami Ramdev has pumped in more than Rs 50 lakh into infrastructure – including 10-12 Sony PMW 200 cameras and post production facilities – which has helped facilitate production of programmes featuring him in high definition.

Two multi-camera teams have been trailing the yoga guru filming him at gatherings, camps and seminars where he has led his disciples in asanas. Almost 700 hours of Yoga have been filmed in HD so far.

“We wanted to upgrade and keep pace with technology,” says Aastha Broadcasting Network CEO Pramod Joshi. “We were producing and transmitting in SD which has limited demand in international markets.”

Joshi acknowledges that the shift to HD came at the urging of Reed Midem’s India, Pakistan, Bangladesh and Sri Lanka representative Anil Wanvari (also the founder of the indiantelevision.com group) when the company exhibited at annual trade show MipCom in Cannes, France.

He points out that there here are no plans to roll out a HD channel for now, since the focus is on building a library first with Swami Ramdev’s yoga practice. Simultaneously, the channel’s programmers have been giving a nudge to other prime gurus who have taken slots on Aastha to upgrade their productions.

“We know there is a lot of demand for Indian spirituality and yoga worldwide,” points out Joshi. “With this step up in quality, we believe many more networks will want our programming. We are also open to dubbing the content in other local languages.”

Currently, Zee International airs programmes featuring Swami Ramdev practising and teaching yoga at his camps. Enquiries from other overseas networks have been coming in.

In addition to yogic exercise and spiritual TV shows, Joshi says that Aastha is also looking at filming spiritual tourism documentaries by partnering with different state tourism boards. “There is a lot of India interest and these documentaries will go a long way in helping both Indian and international visitors understand India’s diverse belief systems and places of spiritual worship better and from a regional perspective.”

Finally, Aastha, like other Indian networks which are looking at licensing and syndication revenues, is hopeful that its HD production will find cachet with international buyers. “Swamiji is known worldwide,” he says. “That’s to our advantage. We hope in the next year or so, licensing and syndication of our content will scale up. “

When it does, Astha’s investment in HD will start paying off.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/25/ceo-uday_1.jpg?itok=8vKqyGy5
Conviction comes from the society & your country, says Star India's Uday Shankar, E&Y's 'Entrepreneurial CEO' award-winner

MUMBAI: "The conviction comes from the society, the world and the country you live in," Star India chairman and CEO Uday Shankar said on winning the "Entrepreneurial CEO' award of the year 2016 by EY, the consulting firm formerly known as Ernst & Young.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/25/supriya-sahu-Tan%20Boon%20Siong-800x800.jpg?itok=FWFh7bOd
Doordarshan employs German innovator for upgrading news studios

MUMBAI: India’s largest broadcast operation, Doordarshan (DD) reaches around 92% of the population and 81% of its territory. Government-funded, it is also the largest terrestrial network in the world, and among the largest in terms of studios and transmitters with more than 90 studios and relay...

Television TV Channels Terrestrial
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/25/bedi_singh-Susan-Panuccio_0.jpg?itok=vhZlSjn5
Bedi, old-time Murdoch hand, departs News Corp

MUMBAI: News Corp has announced that Mr. Bedi A. Singh will be departing as the chief financial officer effective 1 March. Susan Panuccio, currently the chief financial officer of News Corp Australia, will become the new CFO.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/25/Untitled-1.jpg?itok=xAXnlxcy
Big Ganga shows now available on ZEEL's OZee

MUMBAI: Nowadays, a marketing strategy simply wouldn't help a television channel succeed. It would need the right distribution strategy and a worthwhile social media presence. Lately, almost all channels are extending their availability digitally. From linear feed on television to pick and choose...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/24/mn%3D%20%281%29.jpg?itok=62l960iv
MN+ to air its Oscar special property 'The Academy Club'

MUMBAI: MN+ is all geared up to air their Oscar special property The Academy Club that will leave the movie lover ecstatic with cinematic brilliance. The channel will air this property on 25 and 26 February, throughout the day.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/24/Nexa-P1-Powerboat_1.jpg?itok=Ada8vEtF
Sony Pix & ESPN to telecast Global Powerboat Racing live from 3-5 March

MUMBAI: Nexa P1 Powerboat, Indian Grand Prix of the Seas, will be telecast live globally and promises to deliver the most comprehensive coverage in the history of powerboating. Seeding a global sport from India, the Nexa P1 Powerboat, Indian Grand Prix of the Seas, will set a global benchmark for...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/24/Alan-Shearer.jpg?itok=kJa34ytE
Star to host Premier League movement on 2 & 3 March, legend Alan Shearer to participate

MUMBAI: The Football Movement, jointly hosted by India On Track, is being held in partnership with the Premier League’s Indian broadcast partner Star Sports. The conference will bring British and Indian football organisations and businesses together to discuss ways to continue to grow the...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/24/naagin%202-800x800.jpg?itok=2sQq6fWi
Star Plus takes over Colors, Rishtey retains top position: BARC wk 7

MUMBAI: Star Plus pushed Colors to the second spot in Hindi GEC and Hindi GEC (Urban) genres in the BARC India ratings week 7 emerging on the top in these two categories. Rishtey retained its first position in the Hindi GEC (rural) category whereas Zee Anmol and Star Utsav respectively bagged the...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/24/Tarun%20Katial-800x800.jpg?itok=EAUMF-Io
RBNL all set to relaunch Big Magic

MUMBAI: Indeed, good decisions lead to great success.  Getting into the stable of one of India’s leading media conglomerates has opened up several opportunities for Reliance Broadcast Network Ltd (RBNL).   After the acquisition deal with ZEEL, RBNL is all set to relaunch its Hindi general...

Television TV Channels GECs

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories