Television

Digital reality shows will compete with TV in future: Payal Bhagat

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/04/09/Payal-Bhagat.jpg?itok=EgEKHRUk

Greymatter Entertainment has been in the news for all the right reasons lately. The Mumbai-based production house is producing Amazon’s latest reality talent show, The Remix, which has been well received so far. After having travelled to several countries in the previous years such as Vietnam and Canada, the show finds home at home. It even got the acclaim of being Fresh TV's top 25 MIP formats to watch out for.

Greymatter Entertainment was founded by Chandradev Bhagat, Rahul Sarangi and Payal Mathur Bhagat in 2009.

In an interview with Indiantelevision.com, Payal Bhagat said that television viewing in India is still largely driven by appointment viewing and talent shows are mainly to drive up viewership through nonfiction content. The youth is leading the change of consuming TV content via digital platforms.

Greymatter has done a good amount of work in the non-fiction and brand solutions space. It has also worked on shows for niche channels like MTV, Discovery, Ten Sports, VH1 and brands like Pepsi, Vodafone, Reebok, Idea and Ray Ban among others.  

Bhagat shared her insights with us on the company’s progress and the growth of the industry.

Edited excerpts:

How did you begin your journey? What were the challenges faced ?

Prior to this, I had worked for Sony Entertainment TV during its launch phase and Ten Sports, Chandradev had been with IMG /TWI and Ten Sports and Rahul with MTV and Colors.

Having spent over a decade on the broadcaster side of things, we were keen on moving to the other side and actually being hands on involved in producing the kind of content that really excited us. There was no better way to do this than set up our own little production house so that is how Greymatter came about.

The biggest challenge that we faced was getting used to the fact that we were starting from ground zero even after having been in the industry for more than a decade. We had to unlearn a whole lot and start from scratch.

It was like taking baby steps in a whole new world - every step came with its own set of challenges right from the procedural hassles of setting up a new entity to trying to get meetings with decision makers for pitching our concepts to managing cash flows to keep ourselves afloat!

Tell us about your body of work across genres. 

Our journey began with a good amount of work in the non-fiction and brand solutions space. We worked on shows for niche channels like MTV, Discovery, Ten Sports, VH1 and brands like Pepsi, Vodafone, Reebok, Idea, Ray Ban etc.

Apart from this, due to Chandradev's vast experience with live sports production, we started getting live sport production projects and that turned out to be a strong vertical for Greymatter. We have done productions like IPL funfeed, Sri Lanka Premier League, Afghanistan Premier League, Celebrity Cricket League, Pro Wrestling League and Premier Futsal to name a few.

While we kept working on non-fiction / docu series like Mid-Wicket Tales with Naseeruddin Shah, Satyamev Jayate - Mumkin Hai and Umeed India with Virender Sehwag, we were looking forward to build our own IP and invested time and effort in building out bibles for some concepts that we felt strongly about. We now have a bank of formats like The Remix and Street Stars which are being distributed around the world.

How do you see reality shows, made especially for digital, shaping up ?

Reality shows made especially for digital is a fairly new phenomenon. While there have been a few in the cooking and travel space, a music reality show has not been attempted purely for digital on a larger than life scale.

The Remix on Amazon is one of the first such shows and in some ways will set the benchmark as well as offer viewers a new experience on the digital platform.

Reality shows lend themselves to conversations as viewers develop strong opinions and attachments with the contestants. On the digital platform, they get a ready medium to start and engage in social conversations instantly and that to me is one of the key aspects that would shape the consumption of reality shows on the digital medium.

Does a show like The Remix directly compete with talent shows on TV ?

The way things stand now, I don’t think shows like The Remix directly compete with talent shows on TV since popular TV talent shows have been around for multiple seasons and have their own loyal audience. 

Television viewing in India is still largely driven by appointment viewing and talent shows on TV garner viewers who come to a particular channel for their weekly dose of non-fiction entertainment.

However, this viewer habit is rapidly evolving. Audiences are beginning to enjoy the benefits of 'content on demand'. More and more people are beginning to consume even television content on the digital platform at their own will and convenience. This is already a common phenomenon with the youth and is fast permeating into other audience segments too. Keeping in mind this trend, I feel in the near future, shows like The Remix will become direct competition to talent shows on TV.

The focus these days is on regional content. Are you planning to come up with any regional content ? 

We have always been excited about regional content and one of GreyMatter’s most interesting projects has been the live coverage of the Celebrity Cricket League which we produced with eight customised regional feeds.

The Remix as a format very easily lends itself to regional adaptations and we are looking forward to explore this exciting possibility.

Is the viewership on TV at the 10.30 pm slot low because of the lack of content ?

There could be a variety of reasons for a dip in viewership for the 10:30 pm slot on TV and lack of good content could be one of them.

A closer study of viewership and programming data or a sharply directed market research would be required to arrive at a conclusive reason for this observation.

Also Read :

Will increase ads after sampling phase of Colors Tamil: Ravish Kumar

TLC to target Tamil, Telugu markets

Living Foodz to add Tamil feed in FY 18-19

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/23/suntv.jpg?itok=aJ-1P5v1
Star Plus and Star Maa were at the second and third positions, respectively

Mumbai: Maintaining last week’s lead at the top position, Sun TV bagged 2844.7 AMA in week 41 (between 9-15 October) according to Broadcast Audience Research Council (Barc) data. Star Plus stood second with 2506.37 (‘000s) AMA, while Star Maa finished third at 2348.62 (‘000s). Star Sports 1 Hindi,...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/22/zee_0.jpg?itok=1wrIFjdq
Zeel-Invesco tussle: NCLT hearing to be held on 27 Oct

In a new development in the boardroom battle between Zee Entertainment Enterprises Ltd (Zeel) and it's majority shareholder Invesco Developing Markets Fund, the National Company Law Tribunal (NCLT) has scheduled the next hearing on 27 October.

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/22/img_22102021_170534_800_x_800_pixel.jpg?itok=RTkEC3PZ
K Madhavan re-elected as IBDF president

Mumbai: The Indian Broadcasting and Digital Foundation (IBDF), the apex body of television broadcasters and digital streaming platforms in the country, has re-elected The Walt Disney Company India and Star India country manager and president K Madhavan as its president for the second term after the...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/22/img_22102021_155157_800_x_800_pixel.png?itok=Rtz9RbKb
Zeel-Invesco case: Bombay HC to pronounce order on 26 Oct

Mumbai: The Bombay high court on Friday reserved its order in a civil suit filed by Zee Entertainment Enterprises Ltd (Zeel) seeking to declare the requisition notice sent by the company’s largest shareholder Invesco. The court has adjourned the matter to 26 October for the pronouncement of the...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/22/img_22102021_151643_800_x_800_pixel.jpg?itok=ZFFUwPuj
News State Uttarakhand concludes 'Yuva Uttarakhand, Yuva Ummeed' conclave

Mumbai: The towering high political fever has gripped the political state like never before. To assess the situation in the state a grand conclave was organised by News State Uttarakhand in Haridwar, where the channel attracted unprecedented applause from both the participants and the delegates for...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/22/img_22102021_132417_800_x_800_pixel.jpg?itok=szrb9bBd
Zee 24 Ghanta’s Durga Puja properties and brand integration hits the sweet spot

Mumbai: The most comprehensive Durga Puja coverage of recent times by Zee 24 Ghanta with the right blend of news, fresh content & integrations. Amidst the challenging times, Zee 24 Ghanta - the most trusted news channel of East, curated a special lineup for the Durga Puja celebrations urging...

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/22/img_22102021_122909_800_x_800_pixel.jpg?itok=8ZvmVUSW
National Geographic to premiere ‘It Happens Only in India’ on 26 Oct

Mumbai: National Geographic has announced an original series ‘It Happens Only in India’ which will be hosted by Indian actor, producer, and philanthropist Sonu Sood. The show will premiere on 26 October starting at 8:00 p.m. The 10-part series will have Sonu Sood presenting stories from across the...

Television TV Channels Factual
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/22/img_22102021_121040_800_x_800_pixel.jpg?itok=BJvdjgcs
Zee Telugu Kutumbam Awards 2021 to be aired on 23 and 31 Oct

Mumbai: Zee Telugu and Zee Telugu HD channels will telecast the Zee Telugu Kutumbam Awards 2021 on 23 and 31 October starting at 6:00 p.m. The celebration is the recognition of the best actors, anchors, and experts that successfully narrated stories of ordinary people embarking upon extraordinary...

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/22/ifpi.jpg?itok=OqgUdX0z
Music listening time through audio streaming up 51 per cent: IFPI

The pandemic has taken a severe toll on people’s lives, and impacted their media consumption patterns in more ways than one. According to a new study, it has also led to an increase in the time spent listening to music across the world.

Television TV Channels Music and Youth

Sign up for our Newsletter

subscribe for latest stories

* indicates required