IIPM: May 2007

Bollywood magician Karan Johar too is not merely a stake holder but will also give creative

inputs for making the channel a success. His contribution will not only come i n the form of hosting a (Koffee?) show for the entertainment channel, but in getting his pet tinsel town charmers to add oodles of oomph to the programming lineup. Who knows, choreographer Farah may anchor a dance show or SRK may yet dole out a game show mightier than KBC. “It’s a competitive place, but we would be No.1 or No.2 in 12-15 months of launch,” boasts, Sameer Nair, CEO, NDTV-Imagine.

Imaginations can run wild, but NDTV is indeed the late entrant in the space, where veterans like Zee and Star rule. Ashish Kaul, Senior VP Corporate Branding, Zee agrees that “having a few big names would not be sufficient for NDTV.” He says, “There are many established entertainment channels and all are revamping themselves to

brace competition. Any new entrant will face a huge challenge.” True. It took 6 years for Zee to climb back in the TRPs game and inch closer to Star, which has been reigning the idiot box ever since 2000. What hope does a new entrant (with no prior experience in entertainment) have?

But the NDTV Imagine trio cannot be written off so easily. Already the Ekta magic is not able to keep viewers glued to Star and KBC 3 too was a semi-flop. Viewers are intelligent & clamoring for change. And Dr. Roy’s business acumen, Nair’s creative genius & Johar’s ‘starry’ connections, may deliver just that.

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Source : IIPM Editorial, 2006

An IIPM and Management Guru Prof. Arindam Chaudhuri's Initiative

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