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“We are being encouraged to flex our creative stamina”: Viacom18 Hindi mass entertainment chief content officer Manisha Sharma
Mumbai: She’s been adding a lot of colour to Colors programming line up and ratings chart over the past decade that she has been in charge at the GEC. Whether it has been top fiction properties such as the various seasons of Naagin or non-fiction winners such as Bigg Boss, the broadcaster’s mass entertainment chief content officer Manisha Sharma has somehow or the other got her pulse on what viewers want.
And in 2022, Manisha is once again putting her bets on a show she has revived after putting it in the cold freezer for five years – the celebrity dance show Jhalak Dikhhla Jaa (Jhalak). In its tenth season, the BBC-format based, Jhalak, is being produced under the umbrella of BBC Studios India Production and premiered on 3 September.
In its tenth season, it airs at 8 pm on Saturday and Sundays and is being tomtommed as a celebration of dance, glamour, entertainment, and the journeys of the contestants. And it follows in the footsteps of other 2022 releases such as Dance Deewane Juniors, Khatron Ke Khiladi, Naagin, Harphoul Mohini, Muskurane Ki Wajah Tum Ho, Pishachini, and Saavi Ki Savaari.
The generally reticent Manisha got into a conversation with Indiantelevision.com’s Deven Lad about all things Jhalak , content creation, challenges, and OTT platforms.
Edited Excerpts
On what works for Colors
Manisha: What works for Colors are the riveting storylines of its shows mounted on relevant themes and driven by relatable characters. Both fiction and non-fiction shows are loved and enjoyed by viewers especially since we have managed to achieve a balance between them. Colors’ numero uno status can be attributed to the fact it offers something for everyone. Our content slate is carefully curated, and it encompasses a wide variety of genres. At Colors, the presentation of content is paramount. It is pertinent to package the shows in a way that keeps the audience intrigued and hooked to the narrative and the cultural resonance.
On the emergence of OTT
Manisha: In my opinion, there’s no substitute for television in India. As a nation, we are very family-oriented and millions of households still watch television with their family at the dinner table. The medium provides a collective viewing experience to viewers and enables families to bond. The growing TV consumption is proof that TV is here to stay.
While the viewing patterns are changing at a fast pace with evolving technology, the core remains the same which is ‘storytelling! ‘There will always be an audience for a good story and there’s ample opportunity ahead in understanding these changes and adapting to them.
OTT will be more and more personalised. It is likely that the streaming players will customise their content keeping in mind their preferences. New genres will surface and the experience of watching content will become more immersive.
The preference for OTT is expected to extend from metro cities to tier II and tier III towns too as the amount of time spent watching content on OTT platforms has seen enormous growth since the pandemic. With the huge Indian population waking up to quality content available on OTT platforms, the viewership is only expected to increase in the coming years. While OTT continues to grow, it still is predominantly a form of individual entertainment, whereas TV continues and will be the dominant form of wholesome family entertainment!
On Jhalak season 10
Manisha: A whole new set of contestants who are achievers in their arena bring their star power to this season. The choreography is top-notch, exciting, and experimental. The channel has fortified its social media strategy for the show so that viewers can be part of the contestants’ journey.
To amp up the season, we have introduced new elements such as the ‘Judges Popularity Contest’ along with the main competition, off takes of the contestants before and after the performance, and a Golden Chair immunity which the contestants will be competing for week on week. In every episode, we shall bring a strong streak of competition amongst the contestants, making the show even more exciting and engaging.
On the challenges for the new season
Manisha: The show comes back after a hiatus of five years hence getting together the right team was of utmost importance. Choreography is the backbone of this show and so our team went all out to secure the right talents for the choreography team. Putting together the right mix of talents was also a big challenge that we managed to overcome.
On the team involved in the creation
Manisha: There are several people involved in the creation of any show. Jhalak Dikhhla Jaa 10 has a core creative group of four members and a backend production team of four to five members and both the teams are assisted by an extended group of creative producers, a reality team, a post-production team, and a production team that manages logistics and operations.
On Jhalak Dikhhla Jaa streaming on OTT
Manisha: Yes, it is being streamed on OTT. Considering that we are implementing a full-fledged digital strategy, we estimate that it will reflect positively on its viewership. We have received an incredible response to the promos and the premiere episodes of Jhalak Dikhhla Jaa season 10 and we hope to live up to the expectations of the audience, who have waited for the show for five years.
On expectations from Jhalak Dikhhla Jaa Season 10
Manisha: Jhalak Dikhhla Jaa Season 10 is all about celebrating dance, glamour, entertainment, and the journeys of the contestants with the fanfare that befits its revival after five years. We have contestants who are achievers and who draw creative energy under the mentorship of celebrated choreographers with a power-packed panel of judges and a super-talented host. We look forward to the continuous love and support of the viewers.
On fiction vs non-fiction
Manisha: Yes. Both have their challenges and pros. For reality shows, one needs to focus on getting real-life stories of the talent to connect instantly with the audience as the longevity of non-fiction shows is finite; whereas fictional shows are scripted and can be altered as per the requirements.
On opportunities in television content
Manisha: The audience is open to a wide variety of genres because of the content exposure that they’ve got in the past three years. This encourages us to flex our creative stamina and bring shows that are one-of-a-kind. We see this as an opportunity to provide a platform for talent, showcase unique concepts, and curate content that is aligned with international standards.
On the continuing TRP race
Manisha: Yes, TRP definitely is a key influencer in today’s time, and it is also a unifier for all broadcasters. Despite all the conviction and belief, we have in the concept and story, the characters and storytelling do get altered basis the ratings show garner.
On the future of television
Manisha: The swiftly changing market landscape and ongoing diversification make it difficult to project long-term predictions about the future of television. Traditional media will continue to hold a prominent share in the M&E industry as we continue to witness a growth in C&S penetration across India.
Also, there is still high headroom for penetration within the Indian households for a pay TV connection. For many households, TV continues to be the centre of the home and a significant part of family time. However, broadcast players have started realigning their goals, understanding these changing patterns, and adopting agile approaches for content development. As a result, broadcasters have been working towards tailor-making their content that is adept to multiple platforms’ front-end user interfaces.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
