How does India entertain herself?

Observation 1

We are the world’s 2nd largest quirky population of people finding unique ways to make sure we don’t get bored…

Observation 2

We seek entertainment in our diversity

When we are not busy…

Watching cricket…

Lining up for movies…

Gorging on food…

Our way out of boredom…

“What’s playing on TV?D

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A look at some of India’s mainstream channels…

General Entertainment Sports Movies

Music News

The Hindi GEC genre has roared to an eleven per cent growth over the previous year. According to Tam data for Hindi speaking market (HSM), the share of Hindi GEC, which stood at 34.59 per cent in 2008, has moved up to 38.39 per cent in 2009.

Ad revenues up from Rs 19 billion in 2009.

Source: TAM 2009

General Entertainment Channels (GECs) form the highest ratedand the more popular cluster on the TV circuit. Why?

Let us understand why GEC channels are clear winners…A look at the top 2 GEC channels and what they beam in the prime time band…

An over-dominant play in Drama has the viewers enthralled and hungry for more

Prime Time Band

Kaun Banega Crorepati (Who wants to be a millionaire) was India’s first reality based show. It disrupted TV viewing experience and took Star Plus to the number one position.

Khatron ke Khiladi (DareDevils) did the same for Colors.

So what is it about Drama that is really working for the Star Pluses, Colours and Zee TVs of the world???

What they experience…What they see…

Balika Vadhu

Bairi Piya

Sajan Ghar Jaana Hain

Ye Pyar Na Hoga Kam

Dance India Dance

Big Boss

Anger

Sorrow

Revenge

Jealousy

Happiness

Aspiration

Hope

Drama + Reality Emotions

Truth is…

Through Drama, people are actually tapping into the rich, heady mix of emotions on offer…TV viewers in India have clearly chosen programming that offers a rich blend of emotions…

In the early 90s, there were a few genres that attempted to create and sustain their own platforms but didn’t really make the cut…

Let us see how they turned around…

Success Story 1: Music Television a.k.a. MTV

> >

Success Story 2: The News Channel Genre

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Success Story 3: The Cricket Genre

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However,

SAB TV which launched by anchoring itself around

a single genre; comedy, did not quite make the cut

SAB TV as a single genre channel does not even feature in the top 8.

TAM Media Research data for C&S 4+ in Hindi speaking markets

Thus, for any new channel entrant in the Indian TV space to succeed,

it is imperative to offer a programming mix that provides an eclectic and rich mix of emotions.

Let’s talk about food

How is food programming in India being currently churned out though the telly?

Have a look…

All of the above makes for very interesting viewing.

It naturally drives curiosity but not TRPs…

Plus a mix of Indian programs like Kunal Vijaykar’s ‘The Foodie’ and ‘Highway on a Plate’…

Currently, the food programming genre in India is at best a fringe player…

Convention suggests that food and entertainment are two different platforms and “never the twain shall meet!”.

TIME TO BREAK THE RULE!

Could we tweak food programming in a manner that would elicit the same emotional responses generated by successful General Entertainment Channels?

General Entertainment

Channels

BanterAnger

Revenge

Comedy

Sweetness

Happiness

Sorrow

Battles

What if food became central to all the emotions we experience everyday when we watch our dramas and reality shows?

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Thus, any channel that needs to capture food and more in its programming needs to also tap into the rich mix of emotions that GECs have to offer.

Needless to say, the name of such an entity has to capture the world of both food and entertainment in our case.

If there is one thread that binds both food and entertainment, it is the irresistible allure of the various flavors that any mouth-watering dish or a masala drama provides. It invites people to partake of the pleasures that it has to offer.

An invitation to indulge

IN THE WORLD OF JUST FOOD…

Daawat is a lavish spread, an alluring invitation for people to gorge on the most mouth-watering, eclectic delicacies that any food spread has to offer. It is the kind of spread that will make the invitee feel perpetually unsatiated and crave for more.

IN THE WORLD OF FOOD + ENTERTAINMENT…

In a world where emotions are like food items, Daawat is an unbelievable spread of entertainment programs that have food at their heart. Daawat promises to be an unprecedented, heady combination of drama, food and reality based programming

Reality

FictionHealth

&Wellness

CookeryAdventure

Celebrity

The world of Daawat

What if?

There was a program that gave you a chance to enter a celebrity’s house?

What if?

You as a housewife got an opportunity to run your own business?

What if?

You got a chance to prove your mettle and have the whole country backing you?

What if

A daily soap opera revolved only around food?

What if

You had food for free?

What if

There was no limitation to how much you could eat?

What if

Kids started judging adults?

What if

You got to know the truth about food?

A day in the life of Daawat…

Let us see what the prime time band looks like when we pit our exciting new programs against the two biggies of General Entertainment…

Daawat Daawat’s Book of Records (Reality)

Kaun Khilayega SRK Ko (Reality)

Dal mein kuch kala hain (Drama)

Happy Meal (Reality)

The 8pm to 10 pm time band is when our target 25-44 age group married women are free of their

daily chores and all set to watch.

Note: The afternoon time band will be an eclectic mix of cookery shows. The early morning (12am – 6am) band will comprise of a mix of syndicated travel and international cuisine shows. The morning band (6am – 12 noon) will be a rerun of the previous days’ prime time shows.

What do we want consumers to say about our channel after it launches?

I have never felt soinvolved watching a channel

This channel is for everybody.Even my kid watches it.

This channel tells me how

to stay healthy

Now, I don’t have to worry about what to

cook every morning.

This channel makes me take part in

exciting contests

Let’s chat…