Content Hub
Nivedita Basu’s journey from Balaji Telefilms to her own production house
MUMBAI: The Day 2 of The Content Hub 2020 had an interesting session on producing for television by Nivedita Basu. The audiences witnessed the independent producer and creative director speak on her journey in Balaji Telefilms to becoming an independent producer and creative director.
Basu joined Balaji Telefilms in 2000 as a deputy creative director and worked on many TV serials with Ekta Kapoor and worn many hats under her mentorship. Basu quit Balaji Telefilms in 2009 and she started her own production house 'House of Originals'.
Basu says, "After 15 years, it's natural to go independent. I was very excited about making Meri Awaaz Hi Pehchaan Hai and we wanted to make a show that stands out."
She further adds, "There are lots of obstacles in becoming an independent producer and creator. I always wear a creative hat more than the producer's. Even though I didn't make profit out of my first show but I am still proud of it. Luckily, after Meri Awaaz… I got the second show and that did commercially well and gave me the confidence as a producer."
Basu also shared her experience of working with Balaji Telefilms. She says, “The advantage of Balaji Telefilms is that we have Ektaa Kapoor and Shobha Kapoor there. In Balaji I was handling nine shows at a time and it was not that difficult as I had Ekta as guru.”
Basu believes today's writers are struggling between writing and producing. She says, “Right now, television is not the only thing for writers or creative people. Thanks to digital and OTT, people are making what they want to make. Going ahead, I will be producing content for OTT platform.”
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.
