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    Endemol plants to shift from reality shows to fiction


    The company has plans to introduce dramas like Penoza, Mediator and Caramel - some of its international successes - in India.

    Growth Drivers: Just, Martha, Deepak
    MUMBAI: Netherlands-based television production company Endemol's biggest export to India, Bigg Boss, is in its sixth season. However, going forward, the company plans to break free from its image as a reality show producer and ensure that it gets enough of India's fetish for fiction.

    The company has plans to introduce dramas like Penoza, Mediator and Caramel - some of its international successes - in India. Plans are also afoot to create special weekend shows with adaptation of international favourites like 1 vs 100, Set for Life, Meet the Marks and My Kitchen Rules.

    Endemol, like many other businesses across sectors, is looking at India as the next big thing. Just Spee, CEO, Endemol Group who was recently in India, counts the country as an important growth driver for the group. "While Netherlands, UK, US, France, Italy, Spain continue to be our big markets, there is a lot of growth coming from Brazil, China, India and South Africa." Besides being a growth driver, Spee is also bullish on India because of the growth in number of TV channels in the country. "Going forward in India and everywhere, the number of channels is just going to explode. And its not just traditional channel, it can be mobile, internet and that is great for us, because we are content. The more the channels the more content is required," explains Spee.

    Some of its earlier ventures in scripted shows may not been blockbusters, however, Deepak Dhar, MD, Endemol India is bullish about the future. "Endemol Group has a large library of scripted stuff. In the last 5-7 years we have not picked up scripted formats but that trend is now going to change," he promises. Having an international backing has not stopped Endemol India from creating indigenous programming and some of its more successful attempts have been in regional languages. The company is currently producing a talent hunt show for Sun TV called 'Super Kutumbam' which will showcase TV families pitted against each other in a contest for talent supremacy. Another show ATM being produced for Marathi channels is a combination of activation in malls and content enveloping the activation, explains Dhar.

    However for Martha Brass, MD - international operations, Endemol Group, her top priority is to ensure consistency in the imagery of various Endemol brands across geographies. "Adapting shows to local tastes is one thing, but we want to make sure the look, feel, music and design for our shows is same everywhere. Essentially we are developing global brands. There are many shows where you hear the music and you know what the show is. So that's what we are working on, to establish big brands on a global basis," explains Brass.

    Besides programs, Endemol has also been in the news for its struggling financials. But Spee is quick to point that the company has been on spot with its forecasts for the last 30 months. CA Media - the Asian investment arm of The Chernin Group (TCG) - recently acquired 49% stake in Endemol India and Dhar says that despite economic downturn impacting margins, the Indian entity has maintained 15-20% year-on-year growth.
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    2 Comments on this Story

    ramesh2949 days ago
    carful :-)
    vivek ganapathi2949 days ago
    is it "plants" or "plans".preeti needs to be carful with the headlines
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