Sameer Nair, CEO, NDTV Imagine
"I don't make anything to suit my sensibility. I always created entertainment that people will like. For NDTV Imagine, we see the environment around, the programming around and the competition around, and get a sense of what we are going to do. It's not about knocking out anyone else's shows, but of being able to carve something for ourselves."
You can love him or you can hate him, but it is difficult to ignore Sameer Nair. Before his current task as CEO of NDTV Imagine, Nair was at the helm of STAR India at a time when the channel saw unprecedented growth and was the undisputed leader of the Indian broadcasting fraternity. Most of what Nair did spelt success for STAR. After a much media publicised exit from STAR, Nair has once again embarked on a challenge where the competition is stiffer and the stakes are higher. He however is clear on one thing: he has had one of the best teams that created a successful channel, and this team is set to do its best work yet. With that backing and an open brief that states 'If you can imagine, you can do it', Nair is ready to make the games in the Indian broadcast industry a little more heated.
An Economics graduate from Madras University, Nair's professional background spans over 20 years. In the early 90s he entered the television space with Star Network, and rose to become CEO of STAR Entertainment. In this interview with Noor Fathima Warsia of exchange4media, Nair speaks on NDTV Imagine's experience so far, experiments and expectations. Excerpts:
Q. Please do share more on the future plans of NDTV Imagine Ltd.
The first channel as you know is a Hindi GEC and we have named that NDTV Imagine too. We are looking at a movie channel, a second general entertainment channel but I don't want to talk about that now. We are also looking at movie production; investing in production infrastructure and later even in service infrastructure. We are working on an exciting animation show but we are trying to get that right. It's really an open brief for the company right now -- if you can imagine it, you can do it. There are many interesting ideas, and we are actively pursuing it. By end of 2008, most of these things would be up and running. Once we are done with Hindi, then we will look at other areas.
Q. Karan Johar is a creative consultant to the channel, a brand ambassador and would even be hosting shows on your channel. Is there anything that viewers would see from him in the first line-up of content?
Not really. He is a creative consultant and he works with us. But will Karan make a daily soap for us? No, it's not his forte and he doesn't even want to do it. We have found some interesting formats for him; in fact, there is something exciting that we were hoping we could put together with him by July 2008. However, right now his focus is really his movie. His company would get into television production next year but you will see Karan's involvement only later in the channel's content.
Q. There is a lot of talk about creating a differentiated offering. You say you are doing your best ever, but how do you know that it is different enough?
There is always pressure and expectation from a new player to do something that takes chances and breaks the mould, and rightfully so since who else can do it? That said, I haven't been the proponent of being different for the sake of being different. I am a pragmatic at heart, and I don't make anything to suit my sensibility. I always created entertainment that people will like. For NDTV Imagine, we see the environment around, the programming around and the competition around, and get a sense of what we are going to do. It's not about knocking out anyone else's shows, but of being able to carve something for ourselves. With that view, we have been adding programmes for the last six to eight months -- much like a jigsaw puzzle, where you have a good show idea, and you keep looking for the pieces to attach till you find the perfect fit.
There were six ideas that were on the drawing board until April 2007, but they were subsequently dropped.
Q. What about digital presence, or some activities on that front?
We are clear on our focus areas and direction. Right now, NDTV Imagine is a company that is in the business of creating exciting content which, in the first instance, would be distributed through broadcast television, the most sensible and cost-efficient way to do it now. Going forward, as the technology emerges and the platforms come in place, we would actively take advantage of it. We are anyway creating the content and we own it, and we would continue to create a lot more. Also, our sister company NDTV Convergence, is going to host a site for NDTV Imagine, and we are happy with that.
Q. Are there advertiser funded programming or in-programme placements on the channel already?
No, but there will be. If we go to the market at this stage, we would be talking to the market too early. The channel and the brand should be up and running or at least be able to showcase some bit of its programming for an advertiser funded programming or any form of branded entertainment to work out. There would be AFP and so on in the later stages of content.
Q. Your role at NDTV Imagine is different from your earlier roles because here you are facing challenges that come with entrepreneurship. How has this experience been for you personally?
It's been a very good experience. The NDTV group -- Dr Prannoy Roy, Radhika Roy, Narayan Rao and Vikram Chandra -- are true blue professionals. The mandate was very clear both ways, as in they were hiring me to set up the entertainment business and I was joining them to set it up in the spirit of entrepreneurship and ownership. They have given me a free hand to get everything organised, hire the team and put everything together.
The earlier months were interesting for simple things that were not available -- when you work for a large multinational, you take a lot of things for granted. A lot of work that we have already announced was created when we were working from business centres and make-shift offices! There was a time when six of us, including me, used to be sitting around the same table, and that is a far cry from being the CEO of STAR, but it was good. I must commend my team that we were able to stay together and stay the course. Now we have settled and we are moving forward.
Q. Finally, what difference do you want NDTV Imagine to make to the industry?
Nothing to the industry! I want NDTV Imagine to make a difference to the viewers... be entertained, be delighted and pay for it.
Q. You have said that this is the best time to be in the Indian broadcasting industry. However, the recent industry cost input inflation surcharge controversy suggests otherwise.
Costs on every count are increasing and it would get even more expensive now as the number of players has increased. Everyone is excited right now but water always finds its level and things will eventually settle down. For mass channels especially, revenue at this point in time would be connected to advertising and ad rates are connected with programme performance and ratings. There are other revenue streams like international syndication, ancillary revenues and so on, but the bulk would still be advertising.
If the surcharge would've gone through, it would have benefited us. A blanket surcharge would've been unreasonable; perhaps a case-to-case, for both channels and advertisers, would make more sense. The market has grown from 25 million cable homes to 70 million. While, it would be unfair to say that ad rates have not grown at all as some individual channels have increased their rates, it is a fact that ad rates haven't grown in the manner that the industry has. In some manner these rate differences are being compared to the circulation figure that print operates with, and in that context, a 25 per cent is too less, it should be 250 per cent!
TV airtime is sold and measured on the basis of connect to actual viewership rather than selling on reach, and that is where the disconnect between the broadcasters and advertisers come in. However, these things will iron out. The good part is that the advertiser market is also growing, and there is a lot of money in the market. The question right now is of finding the right fit and the right partners.
Q. But you can do that now, since you have had the time to think. Once the channel takes off, and you are in the weekly and the daily grind again, what steps have you taken to ensure the momentum and the
It is fortunate that after so many years, we have been able to think. In addition to being able to create some of the works that we have, we have also planned a lot of programming for the future. In many ways, shows are planned in the schedule heading 18 months into the distance. You learn from the past. We have an interesting mix of programming with dramas, great reality shows, new and different kinds of game shows -- some home grown and some acquired and much more. We have spent significant time in putting all this content in place. The production houses that we are working with now and will work with in the future are again extremely professional, and know what they are doing.
Q. The NDTV brand name is synonymous with news. What steps are being taken to inform the audience that there is yet another NDTV channel that is general entertainment?
NDTV is a strong name, which is a big advantage. Imagine a channel that would just be called Imagine – that would be epic! At least the brand name NDTV gets its going. As to how we combat the 'newsiness' of the brand name, eventually people don't want channels, they watch shows. There cannot be much confusion with 'Radhaa ki Betiyaan kuch kar dikhayengi' on NDTV Imagine -- it's actually quite clear. And this will get even clearer as our marketing campaign unfolds. Our press announcement officially started the communication activity for the channel. The decibel level of our marketing will heighten as the launch closes in.
Q. Are you also working with Fox Television Productions?
We would love to do that. I was instrumental in setting up Fox TV Studio in India in the first place. I spoke to Deepak Segal (Head, Fox TV Studios India) recently. So far, they only have done shows for STAR India but I believe their approvals are in place now. If at all there is an opportunity for Deepak to do a show for us, we would love that.
Q. Most of the people in your team really are here because of you, leaving secure jobs in a MNC to be a part of a completely new venture. What kind of a responsibility does that mean to you?
It's a brand new responsibility that I take very seriously. My core team has followed me and more people followed them. This is a very hardworking team with focussed creative people and we all believe that we are here to do our best work yet. There still are many more whom I have worked with in the past, and with whom I would love to work again. May be we will have them some day soon too. Till now it has been so far, so good.
Q. Would you like to give some indication of the revenue targets for the first year for NDTV Imagine?
No.
Q. There were reports a few months ago about you seeking an international partnership...
It was all speculation. A strategic international partner is welcome and useful, but there is absolutely no such thing at this point in time.
Q. But they are the same people who are working with other channels as well...
The difference will come based on the individual interactions that they have with any given channel.
