Advertisers make a beeline for Swayamvar

Nivedita Mookerji in New Delhi

Backed by good viewer response to DD National’s recently announced reality TV show, Swayamvar, advertisers too have started showing interest in the programme. Despite poor market conditions, some advertisers have already signed up for the show, according to Ms Urmilla Gupta, chief executive officer of Taal India Communications Pvt Ltd.

Taal, which has Member of Parliament and Bollywood actor Vinod Khanna as its director, is producing Swayamvar. Says Ms Gupta that a recently conducted public poll by a newspaper found that 71 per cent of television viewers wanted to watch Swayamvar, which will provide a platform for match-making. Since advertisers want to put in money wherever viewers are keen, Swayamvar is no exception. Ms Gupta, however, refuses to name any of the advertisers fearing competition. She only says that it is a big opportunity for advertisers, as the show will be aired on DD National with a vast reach.

The show is being targeted for a Diwali premiere, Ms Gupta said. Although she terms it expensive, Ms Gupta refuses to go into the investment figures. ‘‘I can safely say that it’s a huge and expensive project,’’ she said, adding ‘‘It’s like launching a new channel.’’

The objective behind the show is to create something unique and indigenous, Ms Gupta says. ‘‘It is not an adaptation of any show being shown on any foreign channel,’’ she emphasises.

But she denies that Swayamvar will be a competition to the likes of Kaun Banega Crorepati. Rather, the aim is to be unique, Ms Gupta claims. Even as Taal is working on another indigenous programme on wrestling, this time for DD Sports, she says that at the moment the focus is on establishing the company and consolidation.

She does not rule out getting into new areas and genres. ‘‘We hope to do bigger things,’’ she says. And that includes soaps too. But, Taal is not trying to be in competition with Balaji Telefilms, Ms Gupta quips. And that’s the last word.