Banijay plans to strengthen position in India before expanding to other Asian markets

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MUMBAI: Deepak Dhar-promoted Banijay Asia, which entered the Indian market last year, plans to strengthen its presence in India and later enter other Asian markets. Initially, the company wants to remain focussed on the digital and TV space in India.

Banijay Asia Founder and CEO Deepak Dhar said, “The focus is going to be TV and digital because that’s where the maximum opportunity lies. There is maximum enthusiasm around TV and digital at this point in time. So we’re obviously focusing on that.”

Sharing his plan to enter other Asian markets, Dhar said that the company doesn’t want to jump into new markets at this point in time because it has just been one year since it launched in India. “We’ve got the epicenter up and running. So obviously, it’s been a good start and a strong start. But we are still away from really launching in other markets.”

Speaking on his plan ahead with its partners Salman Khan TV and Dhoni Entertainment, Dhar said, “Plans ahead is to make more content with both the partners (SK TV and Dhoni Entertainment). With Salman, we produced ‘The Kapil Sharma Show’ and with Dhoni now we got ‘Roar of the Lion’ going. So obviously, we’ve now got a slate full of developments that are going out to the market with.”

He further said, “We’re very excited about it because they are not just only catering to conventional audiences, but also catering to the new audiences that want different kinds of stories. And now, partners, platforms want big and bold stories that are really very sharp. We’re constantly looking at things that fit those buckets as well.”

In less than a year’s time, Banijay Asia has completed 11 shows for different platforms like YouTube, ZEE5 and TV channels. The shows include Arrived (YouTube), The Voice (Star Plus), Divided, The Kapil Sharma Show (Sony TV), and Dating in the Dark (MTV). “From The Kapil Sharma Show to The Vice now this (Roar of the Lion). So we are creating a lot of stuff for the linear TV networks and now the OTT platforms as well,” said Dhar.

Speaking on the challenges to meet the rising demand for content at different platforms, Dhar opined, “We have already produced close to 11 shows in the last year. We have catered for that demand, people believe in our creative abilities, people trust us with our production. So I mean, a lot of the hygiene level is already set for us to take the leap, which is where some of the bigger players like Mahi (Dhoni) and Salman also now, are galvanising around us. So I know that we’re very well stuffed up and ready to cater to the huge demand for content in India.”


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