|
The concept of broadcast designing may have hit Indian broadcasters
when Dr Prannoy Roy's NDTV hired Los Angles based agency TAG to
design its look when the channel was going to be launched. While,
most broadcasters have their own in-house designing team who take
care of their needs in terms of the design of the channel, some
others have started looking at international agencies to do the
same for them.
Belief has done some work for Sony and is also responsible for
the look of the new channel from the Times Group kitty - Zoom. TAG
on the other hand, has names like NDTV and UTV's Hungama (which
will launch on 26 September) to it's credit and Novocom was the
expert hand responsible for Zee Music's new look.
Speaking on the way Metamorphosis handled India TV in giving it
the face it has today, Sehgal says, "When we started off with
India TV, the brief given to us by Rajat was that he wants very
responsible and factual journalism minus sensationalising news.
Rajat's benchmark in terms of a news channel was the BBC - in terms
of content and design. The design sense of BBC is absolutely great.
So our aim was to create meaningful branding for India TV."
What Metamorphosis did was played on the tagline of the channel
- 'Badle Bharat Ki Tasveer' (Changing face of India) - and created
a promo based on old against the new. A promo for a channel is usually
people oriented (as in the case of NDTV) or is place oriented or
may be heavy on layers and designing, which conveys a message. The
background of the logo of India TV changes colour with the day part.
For example: In the morning telecast the background colour of the
logo is orange, then changes to cyan in the afternoon and evening
and then finally to dark blue in the night. The promo of the channel
starts from showcasing landmarks in Kolkata, then moves on to Bangalore,
the Southern cities and their architectural beauties, Agra and Mumbai's
Marine Drive. So the idea being that the Sun rises in the East and
sets in the West. That is well depicted in the promo. Also a lot
of detail was looked into while designing the globe on the logo
of the channel.
"This is the first time that anybody in India has taken a
step towards giving due importance and valuation to broadcast design
because it is very important to brand your channel. Apart from content,
that is what differentiates one from the other," says Sehgal.
Sehgal is at present trying to sell the concept of broadcast designing
to various broadcasters. While some are receptive to the idea, some
others are not. "This is mainly because many are not aware
of us and the concept. Some channels have their own production team,
which puts together the packaging and are not really open to others
handling the same. While some others are working with international
companies. The fact of the matter is that we, in India, are providing
the same services to them and also at a much cost effective rate;
but broadcaster still have to wake up to that fact," stresses
Sehgal.
Metamorphosis also did packaging for a show on Aaj Tak called Jurm,
which won a gold at the Promax Awards this year. Maybe it's time
that Indian broadcaster do look out what we have here in India than
running blindly to the West.
|
