After coming up with lot many huge properties in the non-fiction genre, Endemol India is now all set to launch its very first independent fiction property in Chhajje Chhajje Ka Pyaar on Sony Entertainment Television.
Chhajje Chhajje Ka Pyaar is Endemol India's first independent fiction launch. Why did it take so long in coming?
Endemol India has given some huge properties to the field of entertainment, and now we are working hard on our fiction genre. As you know, we are co-producing many fiction shows, and this has been a gradual process.
Tell us about the concept and USP of the new show on Sony?
Chhajje Chhajje Ka Pyaar has a unique story to tell. This is a love story that emerges in the northern part of the country. It is the story of two families which are intertwined.
Can we call it a pure love story?
We always have families involved in love stories. This show will have a range of emotions coming out from the two families, but romance is always the critical part of the story line.
Why Sony Entertainment Television?
Sony has supported us well in the casting process, and in every step of characterization. We are together coming up with a unique tale of fiction, and we are happy with the product.
What went into the casting of Chhajje Chhajje Ka Pyaar?
We were looking for experienced faces who have a standing in fiction genre. For leads, we opted for new faces and have got interesting and endearing faces. We went thro' a very extensive casting process and have brought in the best. The outcome will be a fresh chemistry between the leads. We have experienced actors like Kiran Kumar and are looking forward to associating with him.
The promo of Chhajje looks similar to the pre-launch promo of Yeh Pyaar Na Hoga Kam. What do you have to say?
That's just a perception you have. This is a very different love story and there are no similarities whatsoever.
Endemol has been co-producing their fiction shows with Star like Sabki Laadli Bebo, Miley Jab Hum Tum, Geet Hui Sabse Parayi. Is this the next big leap for the production house?
Yes, we are now concentrating on fiction. We have been steadily growing this in the backyard, but now we are getting it to the front. We are developing a lot of stories, especially the character driven ones and want to be the next driver in business when it comes to fiction.
When you are co producing a fiction show, what level of involvement do you have in the creative issues?
The scenario is not very different when we are co-producing a show. Every show is important to us and we give 100% in both the creative and production aspects. We have our absolute say in everything. Even in co-production, we have put in a lot of money, time and effort to build properties that have become a brand today. Take for example, Miley Jab Hum Tum which has been really very popular. We have been associating with great ideas and great partners and the results have been good.
Viewers have been demanding the comeback of Miley Jab Hum Tum, is there any room for it?
Yes, we are looking into it and are into developing the story line.
Who is heading the fiction department of Endemol India now?
We have Karthik who heads our business. There is Gargi Malvankar who is largely responsible for laying out the strategies and she also looks into the day to day development. We have a lot planned for the next few months and will come up with different launches.
Your hot non fiction properties for COLORS, Bigg Boss and Fear Factor have been channel drivers. Why have you not thought of co producing it?
There is no need for that, as the concept belongs to Endemol. We are definitely looking forward to bringing in new international properties to the country. We will launch 2-3 new non fiction shows in the coming year. There are few game based shows, talent hunts etc that are being churned out at the moment.
The recent season of Bigg Boss has been a hit irrespective of the controversies it faced. What have you to say?
Bigg Boss is a brand today, and has been very steady. We have seen a huge growth in its popularity, and are definitely looking forward to the next season. It will bring in a difference and atmosphere.
As per the I&B directive, will the next season of Bigg Boss be placed at a late time slot?
I cannot comment on that.
Salman Khan has been retained for the next season. Comment.
No comments as of now.
There are reports of Ajay Devgn being approached to host the next season of Fear Factor. How true is it?
We will be coming out with the announcements very soon.
Zor Ka Jhatka on Imagine has not done well. What have you to say?
Every brand takes a while to settle down. We are faced with a fair share of challenges, and all we can say is that the concept is engaging and is a great property for us. It is a great hit across the North.
We hear Imagine has had a word with TAM for discrepancy in ratings when it comes to ZKJ. Do you feel the same?
You have to talk to the channel for that.
Endemol has been a major player in the entertainment world. How do you visualize television today?
There is a huge mix of new as well as traditional content that have been liked by viewers. The same trends will continue in the coming years as well. TV has today become a powerful medium to influence the mindset of people.
Reporter and Author: Srividya Rajesh