Television

Aastha, Swami Ramdev's HD TV plans

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

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/default/files/styles/340x340/public/images/tv-images/2018/11/19/tv.jpg?itok=sMpw7SEL
Broadcasters see regional adex space growing

Now that the Hindi fervour has died down, broadcasters and advertisers have latched on to the regional segment. It's no wonder that the adex in the space is expected to grow as well. According to the global ad growth forecast of GroupM, India’s adex is expected to grow at 14.2 per cent compared to...

Television TV Channels Regional
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/17/10.jpg?itok=tYOD3hMY
Bodhi Tree focusing on three verticals to scale up business

Over the top (OTT) services have given a big boost to production houses in the country  Bodhi Tree Multimedia, started by Mautik Tolia and Sukesh Motwani five years ago, only concentrated on general entertainment programs on TV initially. Following the change in the overall entertainment industry,...

Television Production House Fiction
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/17/zee.jpg?itok=cSVH9EqA
Mumbai Team franchisee owner unable to meet financial obligations towards Zee Maharashtra Kushti Dangal

Mr. Pranav Rajesh Dake, owner of Zee Maharashtra Kushti Dangal’s Mumbai team – Mumbai Astra has regrettably been unable to meet the financial obligations towards Zee Maharashtra Kushti Dangal (ZMKD), its players and technicians.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/17/Zee-TV.jpg?itok=lBZaLw5Q
Zee TV gets ratings boost from Zee Rishtey Awards

Zee TV's recently concluded annual awards property, Zee Rishtey Awards, clocked the highest viewership ratings across award shows that took place in the last two years. As per the recently released BARC HSM weekly data (Urban + Rural) for the week 44 '18, it secured a viewership of 5495 TVTs, which...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/17/old.jpg?itok=VayqOVWq
No changes in Kannada, Marathi segments in BARC data week 44

In the Bengali space, Colors Bangla and Sony Aath swapped their fourth and fifth positions in BARC data week 44. News18 Bihar Jharkhand emerged as the new player in the market by securing fifth position. No changes were observed in the Kannada and Marathi segments.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/16/epic.jpg?itok=YUXKfF_T
EPIC CHANNEL CELEBRATES 4 YEARS OF GENRE DEFINING CONTENT

Launched on November 19, 2014, EPIC celebrates the completion of four years on air, in which it has set aspirational benchmarks for Indian TV content.

Television TV Channels Music and Youth
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/16/all.jpg?itok=Bl1B0RFF
Celebrating 100 years of Bengali cinema, Viacom18 and Film Heritage Foundation bring the 4th Film Preservation & Restoration Workshop to Kolkata

In line with the centenary celebration of the Bengali Film Industry, and with a purpose to encourage and give an impetus to film preservation and restoration, the 4th edition of Film Preservation & Restoration Workshop India (FPRWI) 2018 was today inaugurated at Kolkata’s Rabindra Sadan.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/16/vimal.jpg?itok=vZMIDq7y
Vimal Elaichi Pan Masala enters top 5 most advertised brands in BARC week 45

The Broadcast Audience Research Council (BARC) India has released its data for top advertisers and brands between 27 October-02 November 2018. The data is a reflection of top 10 advertiser and brands across genre on Indian television (U+R) : 2+ Individuals. The data demonstrates ads that were...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/16/zee.jpg?itok=A45zgrUK
Zee Anmol back on top of Hindi channels across genres

Zee Entertainment Enterprises Ltd's (Zeel) free to air (FTA) Hindi GEC Zee Anmol was back to second rank in Broadcast Audience Research Council of India’s (BARC) weekly list of top 10 channels across genres in week 45 of 2018 (Saturday, 3 November 2018 to Friday, 9 November 2018, week under review...

Television TV Channels Viewership

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories