Ritu Dhawan, Managing Director, India TV

Equipped with her training at BskyB, UK, and a background of 16 years’ experience in TV production and broadcasting, Ritu Dhawan, teaming up with her husband Rajat Sharma, a popular face on Hindi channels, launched India TV early this year. Perceiving the popularity of Aap ki Adalat – the famous Rajat Sharma show that used to be aired on Zee TV, Dhawan introduced the show on India TV. Over a conversation with Malini Menon of exchange4media, she speaks on the core values of India TV, shares her views on today’s news channel scenario, India TV’s future plans and the relaunch of Aap ki Adalat. Excerpts:

Q. How do you intend to break the clutter of news channels?

We are not in the same race as other news channels. We have not just concentrated on the content but other aspects of television production as well. Most of the channels focus so much on the content that the production aspects such as sets and lighting are often not taken into consideration. Unlike other channels, which have cluttered the screens with content, we have tried to clear the frame. We are working towards quality television.

Q. What kind of programmes would differentiate your channel?

Ours is a movement. So we structure the content as something that can help change the society. Our programmes are activist-driven. We have programmes that look at social aspects such as environment, led by Maneka Gandhi herself, called Jeene ki Raah. It is a daily special bulletin on environment and animal welfare. Aakhir Kyon is yet another programme that would push the government to take important and pending decisions. The series aims at making the authorities sensitised to common man’s problems. We also have programmes on issues such as food adulteration and public service. We are coming up with helpline shows such as Awaaz and of course now there is Aap ki Adalat. But the primary focus is on current affairs.

Q. What was the reason behind starting Aap ki Adalat all over again?

Wherever Rajat went people just started asking him why we were not bringing Aap ki Adalat to our viewers. We thought about it and decided to start the show again. We used to get a large number of mailers from our viewers suggesting that the show should start again. So we decided to launch the show again on this Independence Day. We presented Union Railway Minister Laloo Prasad Yadav in the Adalat. We are certain that Aap ki Adalat is going to be our channel driver.

Q. Do you think that viewers find Suhaib Illyasi’s ‘Most Wanted’ credible considering the fact that there are charges against him?

Suhaib’s show is very much credible considering the kind of responses we have received from our viewers. He has accepted the fact the case is on but we believe that has nothing to do with the show. Moreover, it is the top-most police officials who are giving their comments on the show. The DCPs have in fact congratulated us for the effort and told us that they would be with us in this fight against crime.

Q. What about entertainment programmes? Are there plans to come up with a show like ‘Night Out’?

No, we are not going to do a show like that. We are looking at the entertainment aspect but with an innovative eye. We have planned some shows on Bollywood, fashion, music and entertainment, but they are different in concepts and we wouldn’t want to disclose everything right now. However, our focus will be on substance. We don’t want to merely use all the PCR vans we have.

Q. Are you reaching out to the southern market as well?

We have not made the channel a metro-centric one. In fact, India TV’s vision is to target all the non-metros. And, we believe that there is a major potential for growth from the non-metros. We know that there are viewers there. We have identified some regions down South. However, we really haven’t come up with a concrete plan to penetrate the Southern belt as yet.

Q. What about competition with other news channels? How do you cope with it?

We are not really worried about competitors. Our aim is to reach international standard. So Indian channels are not the competition that we are wary of. Having said that I would add that what would make us click in India and set us apart is the fact that India TV’s soul is truly India.

Q. Why do you think the production quality is falling?

I believe that television channels are dominated by print. Very few of them are hardcore broadcast people. That is why here at India TV, we have tried to converge the broadcast-centric people. This really helps in changing the quality of programmes.