TV CHANNELS in India with English-language programming are veering towards local content in an attempt to cash in on niche audiences.
Talk shows like Koffee With Karan and a documentary on Bollywood actor Shah Rukh Khan have proved successful in India, despite airing on channels which largely bank on US television programming.
“Indian content allows us to create a relatability to our channel and draws audiences who wouldn’t normally switch it on,” says Saurabh Yagnik of Star World, which broadcasts Koffee With Karan at a prime-time slot on weekends.
The show features Bollywood stars speaking candidly to host and filmmaker Karan Johar.
Yagnik says the show accounts for 10 to 15 per cent of his channel’s ratings.
Discovery`s Travel and Living Channel (TLC) has also increased local programming, broadcasting shows on Indian food, travel and lifestyle at prime-time.
Earlier this year, the channel commissioned and telecast Living with a Superstar, a 12-part documentary series on the life of Bollywood star Shah Rukh Khan.
Rahul Johri of Discovery says his channel will produce more content for India but will be selective about the kind of content.
“Any local show we commission must have an international appeal,” says Johri.
Star World is also looking at more local content but Yagnik admits that the production costs involved are an obstacle.
“Producing a show is much more expensive than bringing in readymade content from outside,” he says.
TAM ratings show that shows like Koffee With Karan and Vir Sanghvi’s Asian Diary garner less than a per cent of TRPs but for many, television shows are not about ratings.
“This is about creating a brand and creating content that the channel will be identified with,” Johar told reporters at the launch of his show.
“I think we have achieved that.”
