Challenge is to be preferred channel of viewers in new TRAI regime: Nina Jaipuria

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MUMBAI: Viacom18 Hindi & Kids TV Network Head Nina Elavia Jaipuria has said that the key challenge for any TV channel in the new pricing regime is to be the preferred channel of the viewers.

Jaipuria also stated that the broadcasters need to have strong content in order to become the preferred channel of the viewers. “We need to make sure that we sharpen and choose our content wisely and we make sure that we are marketing it to the viewer wisely,” she stated.

She also noted that the new tariff order will benefit the industry tremendously in the long term notwithstanding the teething problems during the implementation of the tariff order.

“The new regime will help us optimise our subscription revenue in the mid to long term. When we optimise our subscription revenue it gives us enough contribution and investment to put back into content. Which means we will make sure that we are investing in the content we are creating good stories. At the end of the day, we will have great content for the viewers. Subscription revenue will create investment in the content and content will be the king,” Jaipuria asserted.

Queried about the content strategy of Colors, Jaipuria stated that the key is to have a robust pipeline that has a lot of variety across genres. Colors, she said, has a lot of variety during the prime-time with shows around social issues, romance, and historical drama.

“Our weekend strategy is also great now with crime being introduced in the genre. We have shows like ‘Courtroom’, ‘Khatron Ke Khiladi’ and ‘Naagin’ and after ‘Khatron Ke Khiladi’ we will be having Rising Stars season 3,” she added.

Jaipuria also pointed out that the Hindi entertainment content has evolved over the year’s right from scripting to the kind of stories that are being told to the kind of characters that are being weaved.

“There was a time when we use to show women just being the caretakers and in the Kitchen but today we have a show ‘Gathbandhan’ where the woman is a cop. There was a time where used to show Saas Bahu, kitchen politics, today the content has evolved to ‘Kesari Nandan’ where we are saying the girls can dream big if they work hard. The story arches are moving with the consumer,” she stated.

Jaipuria feels that the content providers should try to tell the story differently with the changing trends.

“Right now, we are on a curve where what used to be a disadvantage is an advantage now. Similarly, we have also evolved where we are talking about an IPS officer, ‘Courtroom’ where we are bringing to our views the in-between facts of the verdicts. I can’t imagine that such stories being told a couple of years ago.”


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