Marketing matters

Marketing matters
Show business: Actor Madhavan at the launch of Sony TV's 'Deal Ya No Deal'. - R.V. MOORTHY The reason why format shows seem so overwhelming is the superbly orchestrated marketing drama that supports them. The buzz (or fuss) created around the participants of reality shows is incredibly indulgent in tele-time. Moreover, celebrity anchor fees, celebrity guest fees and prize money add up to make the cost per episode much higher than that of fiction shows, points out Kamat. Plus, "a daily runs for about 200 episodes, a weekly reality show will do 52 episodes a season."

But surely the icing is rich enough to entice both FremantleMedia and Endemol to set up shop in India. Season two of Indian Idol was produced by Fremantle. Heartbeat and Deal Ya No Deal are Endemol formats currently produced by Synergy for Star One, and by Miditech for Sony respectively. Further runs and all new Endemol formats will be undertaken by the India arm. Nirat Alva of Miditech, which produced Indian Idol 1, admits that though they may have had an advantage earlier ("of knowing what works and what doesn't on the ground"), things are very competitive now. "Endemol has a quality team of great dynamic professionals, who are equally aware of the Indian scene."