Big Synergy to focus on fiction, OTT, regional in 2019

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MUMBAI: Reliance Entertainment-owned content studio Big Synergy will focus on three key areas in 2019. The company will increase its presence in the fiction genre in the TV production space. Producing original content, both fiction as well as non-fiction, for over the top (OTT) platforms is another focus area. Regional will be another key growth segment for the company.

Big Synergy has built its reputation on the back of game and quiz shows. It is best known for producing Kaun Banega Crorepati (KBC) and its regional variants. Recently, it added Star Bharat’s ‘Savdhaan India’ to its offering.

In a very short-time, the big production house has also churned out web shows like ‘Yo Kay Hua Bro’ (Voot), ‘Kaushiki’ (Viu), and ‘Bose-Dead or Alive’ (ALTBalaji). Many other digital shows are under development.

Outlining his vision for the company, Big Synergy CEO Rajiv Bakshi said he wants to transform the production house in the next two years. According to Bakshi, Big Synergy will have a more balanced portfolio between fiction and non-fiction by the end of 2019.

Apart from finding the right balance between fiction and non-fiction, Big Synergy also hopes to strike a balance OTT and broadcast.

“It’s a dramatic shift that we are taking. Also our business is going to get divided between broadcast and OTT. It was more towards broadcast. The regional piece will be third leg for us and would be about one third of the business. So, in all senses we want to be a very different company in the next two years to what we were in the past,” he said.

Big Synergy’s focus on fiction genre is a no-brainer as drama content gets the maximum eyeballs on TV as well as digital. It is also the bread and butter of most TV production houses in the country. A healthy mix of fiction and non-fiction content makes the task of scaling up easier.

“The demand for fiction has grown and it has multiplied by 2x with the entry of OTT,” Bakshi noted further adding that fiction content has also got sub-divided into multiple genres.

“Mystery, thriller, crime, comic, rom-com, family drama, the layers which have opened up today are tremendous and is all evolving further. So I think naturally the interest of audience to fiction has increases manifold and we largely want to work where the audiences are there.”

The company will strengthen its footprint in digital space by strengthening its team with new hiring and enhancing the content offering. “We will do more formats, scale up more IPs, get more partnerships with talent, writers, and directors and have a right alignment with fiction and nonfiction,” asserted Bakshi.

He also said that the company will be announcing shows every second month now and we are bringing together teams for the big projects which will have very respected writers and directors.

Another major challenge for the company is to prioritise between different segments considering the growth that is taking place.

“Our business strategies evolve around what we do and also equally necessarily what we don’t do. The kind of shows that we want to produce, kind of format that we want to acquire, its prioritisation but there’s so much more we can always do, more we are going to prioritise,” he noted.


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