Rabindra Narayan, President, ETC Channel Punjabi
Making a Punjabi film is not a costly proposition. Besides, there is a huge market across the globe that is waiting to be tapped. Language is no barrier to films.
ETC Channel Punjabi is a veritable smorgasbord of spirituality, entertainment and events. The channel won the sole rights to beam the ‘gurbani kirtan’ from Sri Harmandir Sahib, Golden Temple, for 11 years up to Year 2010. The channel also cut its teeth in music programming by showcasing Punjabi music worldwide. To generate greater viewer interest, ETC Channel Punjabi forayed into music shows involving top-run Punjabi performers. Now, the company has decided to venture into Punjabi film production.
The market for all the offerings are truly global, says Rabindra Narayan, President, ETC Channel Punjabi, and Business Head, Alpha Punjabi. Language is no barrier to good programmes and films, he says.
Narayan has assiduously worked to lend quality and reach to Punjabi music. His interest in these areas stem from his association with Punjabi theatre. Narayan began his professional life as a print journalist and has worked with Sunday Mail and Sun. He switched to the television medium in the early 1990s, when he launched a video magazine in 1991. In 1998, he launched World Punjabi channel. Subsequently, he took over the reins of ETC Channel Punjabi. Narayan discusses the plans for the channel in an interview with Rajiv Raghunath of exchange4media.com. Excerpts:
Q. ETC Channel Punjabi has decided to venture into Punjabi film production, an arena that has seen so little action over the years. What is the key reason behind this decision?
In 1998 when I launched the Punjabi World TV, the objective then was to take Punjabiat to the world platform. Subsequently, when ETC Channel Punjabi was launched, we took an active role in promoting Punjabi music. The days of terrorism had killed the Punjabi music industry. But with our efforts, Punjabi music has become a rage across the boundaries.
In the early days, Punjabi music videos were made on low-band U-Matics but today thriving business has allowed the producers to make the videos on 35 mm. The industry is vibrant now.
We want to now replicate the experience in the Punjabi film segment. I must add here that stars like Om Puri, Amrish Puri and Raj Babbar starred in Punjabi films even at the peak of their careers. But the last decade and a half saw the industry plummet. Of late, of course, Punjabi films like ‘Jee Aayan Noo’ have given a new lease of life to the ailing industry.
Q. The Film City in Mohali in Punjab is a non-starter. Not a good advertisement for Punjabi films. Doesn’t that reflect the lack of demand for Punjabi films?
First of all, there was no need for a film city for Punjabi films as so few Punjabi films are made. Anyway, this is not an issue for us. Once our films begin to roll out, the theatre circuit for Punjabi films will get revived. But, of course, we would have to ensure good quality of films.
Q. You didn’t quite get into music production. Wasn’t it attractive enough?
We did not get into production but were involved in co-branding exercises. We have earned royalty from such efforts.
Q. Appears to be an idea borrowed from the English music channels. Is that so? Not at all. We started such contests some two years ago.
Q. How would you ensure that?
Our channel has been a huge success, and we are confident of attaining the same levels with our films. The canvas is different but the story may be the same. The ideation for films wouldn’t be so different from that for TV. I must say that many television and advertising professionals have succeeded in making good films.
Q. Any alliances in the offing for the film projects?
There is a tie-up with Rajshree for film distribution. The production will be in-house anyway. And, for direction, we could have people like Uttam Singh and Gurbir Grewal working with us.
Q. Would you foray into radio programming in the foreseeable future?
Nothing can be said as of now. That decision has to come from the Zee management.
Q. Any plans to expand overseas?
Alpha ETC Punjabi is already beamed in the UK. Channel in USA is being launched in this year.
Q. Does it make business sense to be getting into film production, that too in Punjabi? The fact is that a majority of film-makers in the country burn their fingers every year.
Making a Punjabi film is not a costly proposition. Besides, there is a huge market across the globe that is waiting to be tapped. Language is no barrier to films. A Chinese movie like ‘Crouching Tiger, Hidden Dragon’ had done so well in the Indian market.
A film will do well if it is has a theme that readily appeals to a large audience. We look at themes that are a combination of traditional and modern values.
Q. You hold big events time to time. Is this a core activity for the channel?
We hold a big event every month. And that is good content for the channel. All our music shows are telecast live. The challenge really is to give more than what the viewer expects.
We were the first to use SMS for building interactivity with viewers through our programme ‘Sadda Top 10’. The programme has lasted a good two and a half years now.
We don’t outsource the management of our events. Instead our team members double up as event managers.
Q. Are there any new ways to enhance viewer interactivity?
Technology is fast changing and it is difficult to anticipate what all can be presented to the audience. Right now, we have daily contests that take place by way of SMS. Who knows, some day TV channels may start beaming on the mobile!
Q. For sustained content development in the domain you are in, you would need fresh talent. What efforts are underway to get new faces on the screen?
We are going in for talent promotion in May-June, called Pepsi Banja Yaara contest. This will happen in Bhatinda, Jalandhar, Amritsar, Ludhiana and Jammu. Stars like Jazzy B, Malkit Singh and others will perform with the new-comers.
Q. ETC Channel Punjabi is in a segment that has many mee-toos. How do you generate advertising interest in such a situation?
Advertising interest depends on what you do for the brands. Our turnover is more than the aggregate turnover of the rest of Punjabi channels. We have top brands advertising with us, that include Levi’s and Spice Telecom.
