Production house Bodhi Tree to focus on three verticals for growth
MUMBAI: Production house Bodhi Tree Multimedia, which was formed back in 2013 by Mautik Tolia and Sukesh Motwani, is focusing on three verticals – television, OTT and regional content – to grow the business.
In Hindi GEC space, the production house has just launched a show on Colors called ‘Naati Pinky Ki Lambi Love Story’. Two more shows are in the pipeline. As far as OTT space is concerned, the company will have three shows on Voot. It is also doing shows for other OTT platforms.
In the regional space, the production has done a show for Sun TV. It is focussing on Tamil, Bangla, Marathi and Gujarati markets.
“We are operating on three differentiated verticals and this is a strategy that we had started in last year. One is our Hindi general entertainment vertical. The second vertical is web content. The third vertical is regional content. We are going in a big way here in Tamil, Bangla, Marathi, and Gujarati. So we will operate both in TV and digital,” Tolia told TelevisionPost.com.
He said that in terms of content creation the preferences of the younger audiences have to be looked at when it comes to digital. On TV, broadcasters compete with the digital space and so his company looks at bigger ideas than what was being looked at earlier.
Tolia informed that teams are being set up in different markets and the company is using the bext practices and processes that it has done for the Hindi market there. Currently, Bodhi Tree has a team of around 60 people.
He said that from a P&L perspective the change is managing scale and giving differentiated content in a difficult environment where the state of the economy is not in a good shape. One has to manage the general credit crunch in the market. He also said that his company is open to co-productions. The company is setting up its own line production facilities.
He noted that web series is still evolving with its own grammar. Right now a lot of it is trial and error. On TV, content is tailored according to ratings while web series are shot in one go. There has to be clarity about the eight or ten episodes being made. Planning is like a film. He also said that the company is not looking at non-fiction in terms of talent hunts and gameshows. The focus will be more on scripted reality. The time to get a show on-air is around one year.
When asked if TV budgets will come under pressure due to the NTO and if OTT is a better bet for production houses he noted that a lot of OTT viewership comes from catch up TV. So when channels make decisions they also look at how translatable the show is to OTT and catch up TV.
“If they like an idea they will go for it because they now that eventually it will be consumed by both audiences. What is more important is that everybody is doing clutter-breaking ideas.”
He said that today TV broadcasters and audiences are open to accepting progressive and liberal-minded ideas. “That is obviously the way forward for TV. On OTT the content has to resonate with the mindset and values of the younger generation.”