GECs
Shemaroo TV adjusts break even parameters to account for Covid2019 crisis
MUMBAI: Shemaroo Entertainment Ltd's (Shemaroo) entry into the Hindi GEC space comes at a time when the TV industry is fraught with unprecedented challenges. Content consumption is up but GECs haven't seen fresh content in over a month even as advertising revenue has dipped due to the Covid2019 crisis.
The 57-year-old legacy brand’s new venture, Shemaroo TV, which will go live on 1 May, has entered the space with 6.5 hours of programming each day with shows like Devon Ke Dev…Mahadev, Dil Se Di Dua Saubhagyawati Bhava, Great Indian Laughter Challenge, etc. As the current crisis has halted all production, the channel will look at original content once this phase is over.
A channel launch is generally accompanied by a 360-degree marketing plan, but in this peculiar situation, Shemaroo will optimise TV and digital media as much as possible to make consumers aware of its presence, explains Shemaroo Entertainment broadcast business COO Sandeep Gupta.
It is also looking at a number of partnerships with like-minded brands inside and outside the media industry to ensure the message reaches to the target audiences. Shemaroo Entertainment marketing and communication head Rahul Mishra added that a lot of its marketing campaigning will be scheduled along with original programming roll out.
Shemaroo Entertainment CEO Hiren Gada also explained the rationale behind making the new channel FTA. According to him, post the new tariff order, there has been a great opportunity for FTA channels. Moreover, the Hindi GEC segment is not well served in the space. He also added that they chose a low-cost entry strategy to lower the risk while the market has seen a few GEC channels failing lately.
While there are some logistical issues in terms of distribution, the company is confident to make its new channel available to 80 per cent of Indian diaspora and the HSM. It is eying to be present on all DTH platforms except Sun DTH and on all leading MSOs.
“Being a GEC content channel, you have to get eyeballs quickly. If you don’t board your bus soon, the audience will not want to see our content midway. We are aiming to be at par or slightly lower-than-top competition in FTA channels in the next 45 days in terms of viewership,” Gupta said.
While brands are now tightening their purse strings amid the Covid2019 crisis, ad rates have also fallen down. Shemaroo has not on-boarded any advertisers yet. Gada is optimistic that by the time they will be out in the market pitching ad-rates, the industry may go back closer to normalcy with ad rates bouncing back from pressure.
The company is aware of the fact that the revenue might be affected for one-two years but also confident that it will be normalised later since it is a long-term product. “ While the pandemic has changed many things including revenue outlook in the ultra short term, we have also adjusted our investment, cost structure for a faster break-even or a better ROI,” he added.
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GECs
Asianet Television Awards 2026 celebrates women power in Malayalam TV
“She is the Colour” theme honours icons as ceremony airs on March 14 and 15 at 7 PM.
MUMBAI: If television lights up living rooms, this year Asianet decided to let women provide the colour. The Asianet Television Awards 2026 turned the spotlight firmly on women empowerment with the theme “She is the Colour”, celebrating the strength, resilience and achievements of women who continue to shape society and the Malayalam entertainment industry.
The ceremony honoured several distinguished personalities whose journeys have left a lasting cultural imprint. Among them was legendary playback singer Vimala Varma, widely recognised as the first Malayalam playback singer. The evening also paid tribute to Padma Shri awardees Devaki Amma and Vimala Menon for their exceptional contributions in their respective fields.
Leading women from the Malayalam film industry were also recognised during the event, including actor Shweta Menon, who currently serves as president of the Association of Malayalam Movie Artists, and National Award winning actor Surabhi Lakshmi.
The awards ceremony brought together a glittering lineup of actors and industry figures, including Jayasurya, Vijay Babu, Asha Sarath, Lena, Esther Anil, Anumol, Akhila Bhargavan, Sarayu Mohan, Prajod Kalabhavan, Gayathri Suresh, Sabumon Abdusamad, Swasika, Tini Tom, Sijoy Varghese, Kailash, Veena Nandakumar, Sabareesh Varma, Ansiba Hassan and Dinesh Prabhakar. Kishan Kumar, executive vice president Malayalam at JioStar, was also present at the event.
Beyond individual recognitions, the awards celebrated excellence across Malayalam television, acknowledging artists and technicians whose work continues to drive the industry forward.
The evening also offered plenty of spectacle, with elaborate dance performances, stunt acts and comedy skits performed by popular television and film personalities, turning the ceremony into a full fledged entertainment showcase.
Viewers will get to watch the celebrations when the Asianet Television Awards 2026 air on Asianet on March 14 and 15, Saturday and Sunday, from 7 pm onwards, bringing the star studded tribute to homes across Kerala and beyond.
