Event Coverage
I believe that every genre can work, says producer director Anand Mahendroo
We continue the countdown to FRAMES 2003 with an interview with producer director Anand Mahendroo, managing director of Advance Entertainment Network Ltd. At the convention, he will speak on ‘Television programming : Getting the right mix’.
The last year has seen a large number of big budget programmes being launched by all channels. Also, a lot of film personalites are set to launch their TV careers… Are the investments in these stars justified and will it reap returns for the channels?
Let me begin by saying that for any kind of television show, film or song to work, it is very important that it touches the audience. It has to move and motivate the audience! It has to be aesthetically qualitative…
I believe that every genre can work… it is not genres or a big budget or the star that work, but what you do with all of them! As for big stars, if the format demands a big star, then yes, the investment in a star is justified. Like if you do Macbeth on TV, or The Far Pavilions … with an epic feel, then yes, a big star is justified… but in a daily soap, no … it is not justified.
Of course, big stars have their own draw, there is no denying that, but that alone will not guarantee a hit show. The stars should connect, touch the hearts of the audiences. The show should have certain humane qualities, certain aspirational qualities.
Like in Kaun Banega Crorpeati, the show was already successful internationally, the format was successful, the set was great but it was also what the show did with Amitabh Bachchan’s aura, his image, the warmth of his voice and his personality that got the viewers hooked.
If you are adding value to the star through innovation, identifying your audiences’ needs and adapting accordingly, then yes… the investments in stars are justified. I think what MAX has done with Mandira Bedi for the World Cup is great! It has very cleverly targeted the female viewers in the country by using a woman and her ignorance of the game in a unique manner. And I believe that many more women are watching cricket.
I can end by saying that the channels have to know the audiences they are targeting and fine tune their programming accordingly. Don’t try and please everybody.
What is the next stage of evolution in TV programming ?
Understanding the viewers’ aspirations and needs… identifying and adapting programming to that is the next stage of evolution. Genres are not important. What you do with the genre is!
Like for example, let us once again look at KBC. Quiz shows were always targeted at school kids and the educated audiences. It needed somebody to say that it needs to be broad based…to understand that even a house wife and a ‘bania’ (grocer) would be interested in watching a quiz show, if it connects to him/her, to make a KBC. It had a range of exciting elements… drama, suspense, and rewards! And very cleverly, they started off the first episode with a housewife in a sari on the hot seat, answering simple questions to make a lot of real money. Instantly, housewives and everybody all over India connected with it.
In the future, the successful mixture is again what the channels will keep on trying… But ultimately, all genres will co exist.
What is going to drive viewership in the coming years?
Once again, innovation and quality will drive viewership… We cannot wish away the soaps…we cannot wish away the sitcoms…. The Law of Diminishing Returns applies to television programming as well.
Event Coverage
Anime India announces Amazon MX Player as co-presenting partner for Anime India Kolkata 2026
MUMBAI: Riding high on the success of its blockbuster Mumbai debut, Anime India is accelerating its nationwide expansion with the announcement of Amazon MX Player as the co-presenting partner for Anime India Kolkata. The partnership marks a significant step forward in the festival’s mission to deliver large-scale, accessible, and fan-first anime experiences across the country.
Scheduled for 14 and 15 February 2026 at the iconic Biswa Bangla Mela Prangan, Anime India Kolkata will launch the first regional chapter of what is set to be a year-long, multi-city tour. As the curtain-raiser for the 2026 circuit, the Kolkata edition aims to fuse the energy of global Japanese pop culture with India’s fast-growing community of anime, manga, and pop-culture fans.
A household name in digital entertainment, Amazon MX Player brings unmatched reach and cultural relevance to the Anime India platform. With its expanding focus on anime and youth-driven content, Amazon MX Player’s involvement as co-presenting partner reinforces Anime India’s vision of making anime culture more inclusive breaking barriers of language, geography, and accessibility to connect with fans nationwide.
Anime India Kolkata 2026 will showcase cosplay competitions, interactive zones led by the Indian Gunpla Community, India-39 Vocaloid Community, The Japan Curry, and Adda-o-Otaku by The Otaku Guild. Fans can join tournaments across fighting games, Pokémon VGC, and more. Acclaimed Japanese director Susumu Mitsunaka (Haikyu!!) will attend as guest of honour, appearing in panels and live sessions. Positioned as an immersive celebration of fan culture and industry collaboration, the Kolkata edition marks the beginning of Anime India’s nationwide expansion.
Sharing their perspective on the partnership, Amazon MX Player director Aruna Daryanani expressed, “Anime in India has evolved from a niche interest into a mainstream cultural movement, driven by an increasingly engaged and passionate fanbase. At Amazon MX Player, our focus is on expanding access by bringing anime to audiences across the country for free and in multiple local languages. Our association with Anime India reflects our commitment to supporting the growth of anime in India and deepening connections with fans, while continuing to build Amazon MX Player as a trusted destination for free, high-quality entertainment.”
“Anime India Kolkata is a celebration of how anime has grown beyond entertainment into a powerful cultural and creative force. By bringing fans, creators, and industry leaders onto one shared platform, the festival is helping define the future of pop culture in India,” said Anime India co-founder and director Neha Mehta.
The debut edition of Anime India 2025 in Mumbai attracted over 29,000 fans, quickly cementing its status as a landmark celebration of anime and Japanese pop culture. Riding on this overwhelming response, the Kolkata chapter is projected to draw more than 40,000 visitors across two days, positioning it as one of the biggest anime conventions ever held in eastern India.
Anime India is focused on bringing together fans from across the country to create a truly pan-India celebration of anime, manga, cosplay, gaming, and Japanese culture. With plans to expand into four key metropolitan hubs in 2026—east (Kolkata), north (Delhi), west (Mumbai), and south (Hyderabad)—the festival seeks to deliver globally benchmarked experiences while supporting and uplifting creators, artists, and fan communities throughout India.
