INTERVIEW

"ZEE SHOULD BE THE HUB OF ALL INFORMATION"

Jeffrey J. Johnson, the vice-president and managing director (Asia-Pacific) of Hallmark Entertainment Networks Inc, which manages the Hallmark and Kermit channels, is a man who is not in any hurry. His 15 years of experience in broadband entertainment and telecommunication acquired with market leaders in the US and the Asia-Pacific like Optus Vision Pty Ltd, MovieVision, SportsVision and MTV Australia have taught him to be patient, especially where markets like India are concerned.

Responsible for the development and execution of Hallmark and Kermit channels in the Asia-Pacific, Johnson realises to survive in the Indian market the company will have to innovate and do things which may not have been done in other parts of the world by broadcasters. And all because India offers them a huge market. The Indian Cab&Sat Reporter's M. Anuradha spoke to Johnson on his recent trip to Delhi. Excerpts from the interview:

What are the prospects for Hallmark and Kermit in India?

We think the potential is immense. India offers us a huge market which we plan to develop over a long period of time. We are also ready to make capital investments for this purpose in India.

What sort of distribution figures are you looking at?

Our figures, as per a study, which we got done, are conservative. But our distribution and marketing agent here, the Modi Entertainment Network (MEN), thinks we can do much better (MEN estimates that together both the channels can notch up a penetration figure of 5 million cable homes by December). Our business plans had envisaged about 2 million cable homes by the end of the first year.

What did the market survey highlight?

The survey told us that there is a big market for the Kermit channel. More so because it's a channel big enough for the whole family. In today's world when TV is being accused of separating or dividing the family members --- this programme is for dad, that for mom and the other one for kids --- we provide wholesome family entertainment. Actually some of the respondent mothers in the survey have said that they would like their children to watch Kermit programmes which highlight the values of life. The survey also showed that for Hallmark Entertainment Network, there would be a market as we premier movies, which are not shown in theatres and have current top guns from Hollywood and elsewhere as stars.

Are you planning to dub or sub-title your programmes?

That is part of our business plans. We are ready to dub and sub-title our programmes at this very moment. MEN has the infrastructure to do so, but we'll wait for the market feedback. Still the feed that we have brought to India is localised and presented in such a way that it does not seem like to have been brought together in Miami for American audiences.

Will you be sourcing programmes from India?

At the moment, we do not have any such plans, but globally we do acquire programmes from outside. Still, that percentage of about 30 per cent is very small. But if the need arises to make programmes in India, which also have export potential, we'll do so. We have in the past done so like making a film on Mother Teresa.

Is merchandising also part of your business plan?

We certainly will undertake activities of those sort, but for that we have to take The Jim Hensen Company's permission. We are negotiating with them for merchandising activities in India. As and when it comes through we'll license it out to Indian companies here. We will also source the products manufactured here for global use.