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Are film promotions on TV losing novelty?
MUMBAI: Television has carved a niche for itself in India. There are many different kinds of shows ranging from fictional, non-fictional, reality and seasonal programmes. While the film fraternity used to earlier view television as a subordinate to movies, today, it is hard for the fraternity to imagine its existence without television. Over the years, television shows have become the most sought after platform when it comes to film promotions. Films are being promoted radically on every show and by doing so, the audience gets a chance to formulate opinions about an upcoming movie. The films get noticed and it builds curiosity amongst the viewers. But is this trend wearing out?
Speaking on how the promotion of films influences the audience, producer of Taarak Mehta Ka Ooltah Chashmah, Asit Kumar Modi says, “Film promotion on television shows is very common. These days, everybody needs media publicity. So, a film will definitely benefit by being on a popular show on TV. At the same time, the TV show will also have celebrities for an episode or two. It’s a win-win situation.”
Having a similar opinion on the impact of film promotions on television, producer of Diya Aur Bati Hum, and Punar Vivah, Sumeet H Mittal opines, “I believe it works to the advantage of both the show as well as the film being promoted. For the television series, it gives the audience a twist to look forward to while in the case of the film being promoted, it helps to reach an assured mass audience.”
With the stupendous success of ‘Happy New Year’ (HNY), one has to agree that marketing strategies are vital for a film to get the right kind of attention. The baadshah of Bollywood, Shah Rukh Khan promoted HNY on platforms like ‘Kaun Banega Crorepati’ (KBC), ‘Comedy Nights with Kapil’ and went a step ahead by even launching a reality show, ‘Dil Se Naachein Indiawaale’ on Zee TV.
Founder of Director’s Kut Productions and director of many popular hit television shows, Rajan Shahi, expresses, “In terms of film promotions on television, I feel that the novelty has gone away. Few years back, it was a rarity to see a Bollywood celebrity on television. The audience used to look forward to it. It was something new and generated lots of curiosity. These days, every film is being promoted on every show, on various channels. It is not as exciting as it used to be before. The audience has understood that these are all promotional tactics.”
Well, the fact is – trends are temporary. The audience today is wise enough to understand that a celebrity appearing on a show is just part of the movie’s promotional campaign. Whether or not this promotional mechanism will be equally popular in the next few years would depend on what new marketing strategies film makers come up with.
Mumbai: Exploring the shift from regional to national content, this synopsis delves into the trends and challenges. It navigates the transformation, analyzing industry dynamics, emerging trends, and the hurdles faced. From preserving regional variation to adapting to a broader audience, it examines the multifaceted journey of regional content evolving into a national narrative. In what ways do the emerging trends and challenges influence the dynamics of the entertainment industry during this transition? How can creators navigate these changes effectively? What strategic approaches can content creators adopt to strike a balance between maintaining regional identity and fostering a cohesive national narrative in their work? How can the transition from ‘regional’ to ‘national content’ impact cultural diversity within the entertainment industry, and what measures can be taken to ensure the preservation of regional variation?
In a rapidly evolving media landscape, seasoned industry professionals have offered valuable insights into the transformation of content consumption and production. The session was chaired by Ernst and Young partner Raghav Anand, MMTV chief executive officer P.R. Satheesh, Sony Marathi business head Ajay Bhalwankar, PTC Network chairman & MD Rabindra Narayan, Shemaroo Entertainment COO, Digital, Saurabh Srivastava esteemed voices in the field, have articulated their perspectives on the burgeoning shift towards globalised content.
Rabindra Narayan emphasised the dissolution of regional boundaries in content consumption, attributing it to the accessibility facilitated by global platforms and connectivity options. He predicts a future where language barriers will fade, citing the potential of technology to clone and adapt voices, thus enabling seamless localization across languages.
Saurabh highlighted the democratisation of content creation in the digital era, underscoring its empowerment and revenue potential, particularly in linguistically diverse markets like India. He emphasizes the value of culturally rooted storytelling in filling gaps in content supply, with technology enabling effective monetization, especially through OTT platforms.
Ajay Bhalwan sheds light on the evolving landscape of Hindi and regional language content, noting a significant shift where a substantial portion of content on Hindi film channels originates from regional languages. He accentuates the importance of language in enhancing authenticity and audience engagement, exemplified by the strong resonance of Marathi content in Maharashtra.
PR Satheesh underscored the paramount importance of content quality in driving viewership and transcending language barriers. Drawing parallels with the global popularity of Korean dramas, he advocates for leveraging technology, including AI and real-time translations, to enhance content creation and distribution.
These insightful perspectives collectively echoed the industry’s adaptation to a globalised content landscape, where technology catalyzes innovation and accessibility. As content continues to evolve, these experts offered valuable guidance on navigating the dynamic media landscape and maximizing the impact of storytelling in diverse markets worldwide.
