Talking Heads with Sameer Nair

Televisionpoint.com Correspondent | Mumbai
Entertain and Delight are the two words that drive Sameer Nair, CEO, NDTV Imagine. Recognised as one of the driving forces of Indian television, Nair is determined to introduce consumers to a whole new world of entertainment. He takes on the responsibility for the strategic direction, operations and success of all planned entertainment properties at NDTV Imagine.

You are using the same known production houses for your programming? How will you differentiate?
Today General Entertainment Channels (GECs) are plagued with the 'sameness' factor. One should know how to nurture great content and creative people. Sure, they are doing a certain kind of work for some channels, but the difference will be in how we connect with these production houses (Ekta Kapoor, Hats Off, Synergy) v/s how others connect with them.

So content, you think, will be the key decisive factor in the war for supremacy among GECs?
Of course! In fact, competition is good for the entire industry. The more entertainment channels enter the fray, production houses will be on their toes to churn out quality and better programming.

Is the ad pie enough to accommodate all the existing and new players in the category?
As of now, there are 3-4 major players in the category; and now, 3-4 more players are coming in. In fact, general entertainment is the largest category with the least clutter in the Indian TV space. Our competition is not just with other Hindi GECs but with all TV channels. India is still a single TV home and 40% market share is with GECs versus 60% which is with other genres. But the others have a larger channel proliferation. It's only fair that GECs multiply.

Is the ad pie big enough?
Once distribution becomes digital and therefore dependable, it's the GECs that would become more advertisers supported; while niche offerings will become consumer supported or subscriber based. That's how it plays out globally, and I see that happening in India soon.

TAM ratings say that the share of GECs in overall viewership pie is going down?
The GEC space is forever expanding and contracting. It is always the first port of call for a TV viewer. If there is a 'sameness' to it - as now - the audience fritters off. For all the new incumbents, the challenge is now to get the viewer back to GECs.

Role of marketing in your scheme of things?
Unlike established veterans in the space, NDTV Imagine still needs to arrive in the national psyche, so marketing is crucial to our growth ambitions. NDTV has an excellent distribution team in place, so visibility is assured. Now, from the brand marketing perspective, we'll start increasing the decibel level from now till we reach the No. 1 or No. 2 slot.

What are the new shows planned by your team on NDTV Imagine?
We have extended our prime time starting 6.30 pm with the launch of 'Angrezi Mein Kehte Hain' from March 24. This show is produced by Sidharth Basu and will entertain the viewers how to communicate effectively in English.

What are your views on supply chain management in the channels distribution business?
Distribution happens as a result of an outcome. One set of people look at this and say that, so many new players are coming in and there is no space. And some other talk about how the market is expanding, the media industry is growing. These are all paradigm shifts and once digitalisation happens, the market is open to thousand channels.