Specials

Top TV producers weigh in on OTT challenge, formats & IP rights

The future belongs to scripted shows.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/02/28/fauiz.jpg?itok=n-ZssOsV

MUMBAI: Content creators today cannot rely on daily soaps to attract viewers. With OTT looming large, production houses have to broaden their content nexus. Indiantelevision.com’s The Content Hub hosted a session – ‘The TV production Story: Reality, Non-fiction’, with the panellists Contiloe Pictures producer and founder Abhimanyu Singh, Endemol Shine CEO Abhishek Rege, SOL India - Banijay Group founder and MD Fazila Allana. The session was moderated by Bodhitree Multimedia co-founder and director Mautik Tolia

The panel discussed the hot topic of IP rights, whether it should be given to the broadcaster or kept with the creator. To this, Singh said that it is valuable for every production house to hold its IP rights, where one can syndicate and get certain revenues on a recurring basis. "If the ecosystem thinks of it then I think the law needs to protect creators just as the musicians are protected," he said and Allana agreed with him.

Rege said that retaining IPs means financial risks for the producer. He further explained, "If we have commissioned a show in Hindi, why would you have the IP of all the languages go with the network? But while we think all this to happen, are we ready to take all the risk?”

Discussion on the potential of content, Rege said that scripted shows are platform-agnostic. He said that the challenge here is making attractive content for the viewers and targeting the right TG. "With OTT, I don’t think it’s easy to do as many talents shows that we do on linear," he added.

The new tariff order will bring about a change in content creation, according to Rege. With customers choosing individual channels, broadcasters need unique content to attract people. “This fight is based on non-scripted or premium scripted property," he said.  

Allana said that non-fiction producers have a bigger challenge as opposed to fiction producers because there has been a saturation of ideas. But she added that non-fiction content is going to evolve in the OTT platform but the future belongs to scripted shows. “On OTT there will be a lot of social experimentation as well as lifestyle programming.  Earlier we all used to chase formats now we chase stories,” she said.

The deluge of daily content has thwarted premium content from growing. Rege said, "In creating premium content, you will have to spend time in writing. Apart from that, as far as production is concerned, you will have to have the discipline of pre-producing the series and this doesn’t exist on our television. The whole ecosystem needs to move in this direction." 

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/03/tv.jpg?itok=oNfpKXq7
2019: A year that was for English GECs

2019 was all about implementation and the impact of new tariff order (NTO). It has been a year of disruption and innovation for the industry. Overall it was a challenging year for niche channels but throughout the year, channels made various efforts to overcome them and retain its consumer base.

Specials Year Enders
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/02/group.jpg?itok=wqx8gil0
Industry hopes pinned on a better 2020 for mainline advertising

2019 was a mixed bag of opportunities and challenges for the advertising industry. Television primarily witnessed a great drop in its growth with an ambiguous first quarter because of the new tariff order and a slow final quarter because of the economic slowdown.

Specials Year Enders
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/02/tv.jpg?itok=9E94iYHt
TV & video people who made an impact in 2019

Even as the curtains have gone down on 2019, Indiantelevision.com is happy to reveal its list of senior executives from the business of TV and video, who were constantly under the arc light throughout the year or made waves on account of something they did.

Specials Year Enders
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/31/year_ender2019_0.jpg?itok=cxdGPV-C
Best moment marketing trends of 2019

MUMBAI: Brands have always been serious about their marketing plans. They spend months strategising their campaigns, involve the best of the technicians and talents to aid the creative process, and try to come out with communications that build trust among their target consumers. But the changing...

Specials Year Enders
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/31/fer.jpg?itok=I4nd9ctu
How has 2019 been for youth and music category?

In its 25 years of running, MTV has set many benchmarks in the youth entertainment genre cementing itself as the Universe of the Young. Undisputedly, India’s No 1 Youth Entertainment Brand, MTV reaches out to over 300 million homes today and witnessed a whopping 20 billion minutes of watch time on...

Specials Year Enders
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/30/basant.jpg?itok=r7bfWRtS
2019 - A year of high action for the television news industry

Back in the day, a typical morning in an Indian household was incomplete without a cup of tea and a hefty printed newspaper. This might sound primitive to the current generation of digital natives but newspapers were, and, in fact, still are, a key source of news for many people.

Specials Year Enders
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/30/tab.jpg?itok=tzpSghCM
Higher investment in content & tech, innovative marketing strategy led OTT industry in 2019

The over-the-top (OTT) market in India turned more saturated in 2019. To make a dent in the cluttered space, the contenders have significantly upped their game with a greater amount of high-quality original content, incorporating new technologies and increasing marketing spend.

Specials Year Enders
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/27/Vishal-Maheshwari.jpg?itok=4i8y7wKQ
OTT India 2019 – key trends and crystal ball gazing for 2020

While  creating this write up on something that’s as wide and far as India OTT we decided to be as objective as possible and use data to establish and talk about some key trends that we see both unique as well as interesting on how the sector is evolving. App Annie is a third-party app analytics...

Specials Year Enders
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/26/Digital_Advertising_19.jpg?itok=_YrIVtCF
Despite maximum internet shutdowns, digital advertising enjoyed heyday throughout 2019

MUMBAI: Year 2019 was a tough slide for the advertising industry in India. The traditional model suffered because of the ambiguity over new tariff orders and the sector jumped into a reeling spiral because of the economic crunch. But there were not many hurdles to stop the magnificent growth of...

Specials Year Enders

Sign up for our Newsletter

subscribe for latest stories