From survival reveals to actual property explorations, courting escapades to adventures, and culinary reveals, Banijay Group has a formidable array of genres to supply the truth tv viewers, which has been fed a daily dose of dance and music actuality reveals for the final twenty years.
Rishi Negi, group COO of Banijay Asia and EndemolShine India, says that the dance and music actuality format has reached a degree of oversaturation, resulting in viewer fatigue. Though it began off robust, this method has seen little evolution, with most reveals following the identical ‘rags-to-riches’ narrative, limiting innovation to modifications in dance kinds or age teams.
In line with Negi, song-and-dance reveals as soon as held a dominant place within the non-fiction market. “However now the youthful audiences crave extra than simply music and dance. They’re the biggest shoppers of non-fiction and are driving this shift away from conventional song-and-dance reveals towards extra emotionally partaking and dynamic content material.”
Negi highlights that this viewers connects deeply with interactive and unconventional codecs, similar to Temptation Island. Exhibits like Bigg Boss have developed by capturing the eye of the youth, who crave drama, real emotion, and genuine connections.
“As a society, we’re inherently voyeuristic, having fun with the possibility to see individuals past their abilities and join with them on a deeper degree. That is evident within the success of reveals similar to Khatron Ke Khiladi, Bigg Boss, and Actuality Rani, which ship unscripted and genuine experiences,” he provides.
Negi assures that this 12 months will convey a wealth of bulletins for revolutionary codecs within the non-fiction house. “At Banijay, we give attention to tailoring codecs to the market and introducing key reveals because the viewers matures,” he says.
This 12 months marks the start of an thrilling innovation within the common cooking actuality present, MasterChef India. This season shifts from its conventional give attention to dwelling cooks to incorporate the star energy of celebrities.
This shift highlights distinctive culinary abilities whereas increasing the present’s attract to an viewers that won’t often tune into cooking reveals. “Seeing celebrities within the kitchen creates a novel draw, and I’m assured this may appeal to a wider viewers,” he says.
Following the success of the courting actuality present Temptation Island India final 12 months, Banijay Asia launched a survival present, ‘Actuality Ranis of the Jungle,’ and introduced the launch of an area actuality present. It additionally launched an actual property present, ‘Million Greenback Itemizing,’ for Sony LIV.
Negi reveals the present was conceptualised holding in thoughts individuals’s aspirations to personal an expensive dwelling, in addition to as a result of actual property has an engaged viewers on social media.
“For Indians, proudly owning a home has all the time been a big aspiration. For our mother and father, it was extra of a dream, as constructing a house required a lifetime of effort,” he says, including that this started to alter with banks making dwelling loans extra accessible, which made the dream of homeownership extra attainable. “At present’s technology is much more aspirational, with the need to personal not only a home however one geared up with fashionable services,” he says.
The actual property sector boasts an unlimited and actively concerned viewers. Social media’s ascent has turned actual property brokers into one thing akin to influencers. Negi factors out that right now’s brokers are polished, educated, {and professional}, reflecting international requirements, a stark distinction to the panorama of 15–20 years in the past. Their developed method to showcasing and promoting properties provides a brand new dimension to the true property expertise.
“Whereas the true property serves because the backdrop of the present, the characters—particularly the realtors—are the center of the story. Viewers are drawn to the negotiation course of and the analysis of properties, however they need to join with the personalities on-screen,” he says.
Negi is assured that this present holds important promise for lasting attraction, because the aspiration for homeownership resonates universally. The creators are at present weighing their choices for the second season: ought to they delve deeper right into a single area, increasing on the characters and narratives launched in Season 1, or enterprise into new territory, highlighting the distinctive actual property alternatives and distinct character of a special space?
“Increasing to new areas might additionally broaden our viewers base—for instance, viewers in Mumbai would naturally be extra enthusiastic about tales tied to their metropolis,” he provides.
The present is an adaptation of a preferred American actuality tv collection. Most of Banijay’s reveals, together with Bigg Boss, Masterchef India, and Temptation Island India, are diversifications of common worldwide reveals. Negi says whereas adapting these reveals for the Indian viewers, localisation is crucial, and a cookie-cutter method dangers failure.
“The unique format gives the construction. Nonetheless, cultural nuances, particularly round feelings and humour, differ considerably. It’s essential to adapt the format to align with native sensibilities,” he says.
Innovation can also be key to make sure longevity, particularly when consideration spans are shrinking and content material is in every single place. “With reels and short-form content material capturing a lot of individuals’s time, staying related means repeatedly evolving. Concern of innovation is a surefire method to fail,” he provides.
Nonetheless, in accordance with tv information, the viewership of actuality reveals has been persistently declining over time. For instance, the TRP of Bigg Boss, one of the common actuality tv reveals, has been averaging between 0.9 to 2.0 for the reason that pandemic. Its season 13, in 2019, which was its most profitable season ever, had a mean 2.1-2.5 TRP each week.
Negi says whereas contemplating the success of a actuality present, it is very important pay attention to its OTT viewership as nicely, as many city viewers watch them on streaming platforms fairly than conventional TV.
“In India, each broadcaster now has its personal OTT platform. Whereas TV rankings are sometimes the first metric, we overlook the tens of millions watching the identical reveals concurrently on OTT platforms. That is notably true for actuality reveals, which have a powerful youth attraction,” he says.
Written with the View : afaqs