‘We are trying to spread the reality bug for prime-time viewing in India’

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: trying to spread the reality bug across the weekday slots from Monday to Friday for prime-time viewing.

That is quite a crucial spot for us as reality shows already have a loyal weekend audience. Positioning reality shows on weekdays will be the next change in weekly viewership patterns.

So are there any plans of launching a reality TV channel in India?

We were quite busy producing shows like Laughter Challenge season 4 on Star One, Jo Jeeta Wohi Superstar for Star Plus and some shows for NDTV Imagine. So no, we do not plan to launch any channel.

There are certain foreign shows (such as Wife Swap) that are not yet in India. How do you choose international shows for India?

We follow certain standards and practices while adapting an international format. We make sure that the format is tailored to suit Indian sensibilities so that audiences can watch the content with their families around. We also have an in-house team of Indian producers who come up with specific Indian content.

What is your business model?

We function on a commission model with broadcasters, providing a turnkey solution to them. All payments are made on a contract basis. We also have an ad-funded department that caters to various kinds of branded entertainment. We came up with formats like Rin Mera Star Superstar for Star Plus or the Chala Change ka Chakker series for Lays chips. These are activities that are conceptualised to highlight the brand values of various products.

Can you tell us about the price point of your formats?

Our price points are proportional to the scale of the show. It depends on the kind of content that we produce. For example a celebrity show like Fear Factor will have a higher price point compared to a talent show without celebrities. Banking on celebrities for a reality show is like a safety net for producers as the returns for these shows are usually high. The price points are arrived at by a mutual decision between the format owner and the broadcaster.

How important are television rating points (TRPs) for a company like Endemol?