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MUMBAI:
Akash Sharma has been at the forefront of acquiring, developing
and launching high-quality prime-time hit shows in India since
2005.
An
economics graduate from the University of Michigan, Ann Arbor,
USA, Sharma spearheaded Bulldog Media & Entertainment’s
efforts to be awarded the Indian licence to the international
format of 2007 "Are You Smarter than a 5th Grader?"
from Mark Burnett Productions. He is currently serving as
an executive producer to the Indian version of "5th Grader"
on Star Plus hosted by Shah Rukh Khan. Interestingly, Sharma
shares his birthday (2 November) with SRK and likes to refer
to this as a coincidence indicative of their similar destiny.
In
an exclusive to
Jaahnavi P Paal,
Sharma reveals all about "Kya Aap Paanchvi Pass Se Tez
Hain?," the company's future plans and lots more.
Who
are the stakeholders in Bulldog Entertainment? What are the
core areas that the company is concentrating into?
We
are a new-age company which is just a year old. We have Ramit
Bharti Mittal (from the promoter family of Bharti Enterprises
Ltd) as a shareholder. We understand the business and the
management side of it as well. Right now, we are into providing
television content. We look across the globe for mature television
content that would work for Indian audiences. For us as content
providers, it is boom time as with the onslaught of new channels
it has opened up a new client base. We just delivered our
first big show - Kya
Aap Paanchvi Pass Se Tez Hain?.
'Are
You Smarter Than a Fifth Grader' is a format owned by Mark
Burnett. How did you acquire the format of the show?
The Mittals are very active in the media space. Both Mittal
and I went to USA and told them our story. We told them how
content is saturated in India and how we were looking at innovative
content. We wanted to shake up the apple cart, too, as the
saas bahu shows were going on and on. We told them
we would be able to drop the hammer on the Indian market and
that too with a bang. We did not leave Los Angeles and kept
talking to all top broadcasters. It was in 2007 when we were
invited to the Natpe conference. We were the only Indian company
who got to see the presentation of Are You Smarter Than
a Fifth Grader by Mark Burnett. We saw the show and played
it without knowing what it really was. But what’s interesting
is that at the presentation they played the game with us and
Ramit who volunteered to be part of it got his question wrong
("Which is the longest river in Asia?")
Do
you think the format is suitable for the Indian market?
India
has become so global. Whether it is domestic or international
content, right now the focus is to get quality content. If
there is a show and it’s successful, then it’s a
proven formula and a less calculated risk. Getting licenced
content is a safer bet. Viewers need quality programmes and
this is our focus. In Paanchvi
Pass, we will broadcast it in a handful of territories
outside India.
 The
show is being produced by Synergy and Bulldog. Out of the
50+ territories in the world, we knew that it was most relevant
in India because we focus on education more than anywhere
else. Right from the start, we knew that it was an SRK, Star
plus show, and hence we did not go anywhere else.
In
January, we launched the show in China. It was one of the
few shows to be licenced there. In India, it will go on air
when kids go on vacation. And will go on at least for a year.
But what’s interesting to share is the fact that Paanchvi
Paas will be telecast in the UK and USA for the NRI audience.
We are in talks with representatives from New Zealand, Canada,
Indonesia and Australia so that Indians across the globe can
watch it.
We
are also launching a licencing and merchandising division
with Star Plus where we will promote toys, games and apparel
during Paanchvi Paas.
How
would 'Paanchvi Pass' be different from KBC?
KBC
has been around since 2000. It’s been completely put
out to the public. First Big B was the host; then came SRK.
It’s not the host but the format that has run its course.
There were gaps which happened over eight years. KBC is a
general knowledge, trivia game show. Paanchvi
Pass is a different quizzing concept than KBC.
You have kids as life lines, grade school-level questions
and all demographics coming to watch the show. The show has
in-built drama, comedy and education. I think Star was looking
at something fresh to redefine their programming. With our
vision and their platform, we have a great partnership.
How
does the deal that you have recently inked with CBS Paramount
for the show 'America's Next Top Model' look like?
It’s
a little early for us to talk about this. Its glamour but
outside the usual singing-dancing reality shows we have been
seeing. It allows an average, normal person who is interested
in modelling to be part of the show. We have recently acquired
India rights for America's Next Top Model. We had been
after CBS since the past one and half years. Hosted by Tyra
Banks, the show is in its tenth season in the US. It’s
the No 1 show on Foxtel in Australia. It is in its fourth
season in the UK. We are in initial talks with broadcasters
in India. We are only looking at top general entertainment
channels (GEC) as this is a big-ticket show. America's
Next Top Model is a brand and there should be a fit between
the channel and the brand. This one is a franchise and each
territory globally will be renewed season after season, and
so we're looking at a channel which will be a good fit.
We
are also looking at casting A-list model-cum-actors to host
the show.
How
is the format of the 'America's Next Top Model' different
from so many other shows currently running in almost all Hindi
GECs?
In
order for a format to be successful, it has to have the local
masala. We do look to bring the framework and then localise
it a little. We will Indianise the show after talking to broadcasters.
Bulldog will give the framework and the production house will
then add the masala. But we will protect the brand. We have
shortlisted production houses who can effectively produce
it. This decision will be jointly taken by us and the broadcaster.
The show will have your next-door neighbour girl who aspires
to be a model. The hunt for her will be on a national level.
The show will begin with about 35 wannabe models out of which
15-17 girls will be shortlisted and put in a house. They will
then be trained on all aspects of modelling. After which one
of them will be eliminated every week. The viewer gets to
see the transition of the girls to super models. The viewers
will be able to relate to the struggles and challenges that
the models brave. There will be a panel celeb judges representing
all walks of life.
How
big would be the prize money for the show?
In
the US, it has a complete package of a cash component, one
year’s contract with a top modelling agency, a car, a
film contract and a few additional perks. In India, too, we
may offer something similar. The girls also get to travel
for international shoots for a fortnight during the show.
What
are the other shows that are in the pipeline?
We have just acquired a fiction show, Nuevo Rico Nuevo
Pobre ("New Rich, New Poor") from Canal Caracol
TV who is the top broadcaster in Colombia. This is a very
exciting deal for us as it marks our foray into the fiction
space. It will set a precedent in the licencing of fiction
content.
This
concept has been sold to Fox in USA and now we have the rights
in India. It will be a heavily promoted show for them, and
is scheduled to be launched this fall on prime time.
What
are the future plans for your company?
In
the long run, we do want to get our hands dirty in production.
We’re seeing fragmentation in TV channels. This is a
boon for us as this helps channels cut through the clutter.
It opens up new opportunities for us so that we can change
their programming. Viewers want quality now because of the
clutter. And this will be our main focus.
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