Dial F for fame
A.L.Chougule
Posted online: Friday, December 16, 2005 at 0000 hours IST
As the race to capture eyeballs hots up, channel heads are scouring international game shows and talent hunts to hook audience that wants a shot at fame and fortune. Undoubtedly telephone connectivity, particularly the vast rural connect, is the major reason for reality shows setting TV screen on fire. Nothing will stop youngsters from dreaming big because they have seen money raining, contracts pouring in, lifestyles changing and addresses switching...
Qazi Tauqeer, Ruprekha Bannerjee, Rex D'Souza, Sunil Pal, Abhijeet Sawant, Amit Sana, Ravindra Upadhyay... Not long ago, these names would not have evoked any response. But in a matter of few months, from being faceless Indians, these youngsters have taken a ride to fortune and become a part of fame folklore that's growing everyday. As channels press the buttons of their programming remote for more game and talent hunt shows the emotionally volatile audience is ready to create new television celebrities out of ordinary people.
Hitherto, the most popular TV celebrities were Tulsi, Parvati, Om, Pallavi, Kkusum, Kumkum and so on. Of course these popular characters are still part of the fame lexicon but the real names of reality television are rubbing shoulders with fictional names. In entertainment, change is a slow process. But what is happening today is nothing short of an explosion. Saas, bahus, bhabhis and mistresses are very much there. But it is reality or interactive TV that is making more headlines as people participate in contests either directly and become celebrities or win prizes or by making calls/sending SMSes to make their favourite participants win. It is as if with reality shows, channels, telecom operators and participants have suddenly discovered a pot of gold.
With audiences having had enough of serials, channel heads are scouring international shows for programming formats. Ever since KBC made winning easy with fair bit of general knowledge, luck, encouragement and support from its compassionate anchor, what has helped reality TV bounce back with vengeance is the telecom revolution. In 2000 when KBC went on air there were only 3.30 crore landlines and mobile telephones were beyond common man's reach. Today the teledensity stands at 11 crore - five crore landlines and six crore cell phones. In 305 episodes KBC 1 got 10 crore calls whereas in 55 of the 85 episodes aired KBC 2 has got nine crore calls/SMSes so far. What's more, of the nine crore calls, 75 per cent are from non-metros. The picture is equally rosy for Sony's talent hunt shows Indian Idol and Fame Gurukul with 5.5 crore calls/SMSes and 5 crore calls/SMSes respectively. SaharaOne's Dial One Aur Jeeto has had eight crore calls over 133 episodes whereas 12 lakh people have played Zee TV's Houzee in as many episodes. This year alone, the total revenue from phone calls and SMSes is reportedly around Rs. 100 crore.
Undoubtedly, telephone connectivity, particularly the vast rural connect, is the major reason for reality shows setting TV screen on fire. It is as if the viewers have been empowered like never before, whether it is by voting for their favourites, winning booty every week or by transforming themselves into stars/celebrities overnight. "Interactivity in today's age of telecommunications is the 'in' thing since it's become so much easier to communicate. Viewer involvement, that seemed impossible till some time back, has suddenly become easy," says Zee's programming vice-president Ashvini Yardi. "The viewer wants to be involved and that's possible today with telephones, SMS and also the Internet."
Suddenly television is changing lives of ordinary people from small cities and towns. It is giving them a chance to strike a pot of gold and become stars. Stardom, usually an urban phenomenon accessible to progenies of rich and famous, has been thrown open to masses and people want to emulate the new stars of television created by reality shows. Not for nothing, over million people called to register for series 2 of Indian Idol. It is as if reality shows, as Miditech's (producer of both Indian Idol and Fame Gurukul) CEO Nikhil Alva says, are a short cut to fame. According to Sony's creative director Anupama Mandoloi, reality shows are truly aspirational. "In fiction shows you watch your characters living a life that you seek or be a person you wish to be. In a reality show your favourites walk away with prize money that changes their lifestyle for sure and it is the viewers who make this possible. They decide who gets the prize money, they put down those who fall from favour, build those who resonate with core values of humility, talent and essentially middle class values. The viewers watch their favourites undergoing a process of change; makeovers et al and this is not make believe. It's for real," elaborates Anupama.
Adds Ashvini, "Viewers' involvement automatically leads to the popularity of the show or genre. Today the viewer has the option of voting in his favourite contestant or voting out someone who he does not like too much. They have the power of realigning the outcome according to their likes and dislikes. That explains the success of reality shows."
As reality shows make common people's opinion count and make a difference, it is as if entertainment democracy is giving everyone a chance to dream, support, vote or be a star, even if each call costs Rs. 2.40 and each SMS Rs. 6. If the audience saved Qazi nine times from danger zone it speaks volumes about the extent of interest, participation and support the contestants get. That's the key difference between a fictional and reality show. The difference is the extent of participation it allows viewers. They shape and change the destiny of the people on the show and to the viewers it is to a large extent like playing godfather. The governing factor, in Ashvini's opinion, is the involvement the audience has with the show/channel. "Viewers are so involved that there is a commitment that they have towards the channel and towards themselves, to make their favourite contestant win," she feels. Anupama adds, "Audiences own the icons they create. When an Abhijeet Sawant performs on stage you can see the audience actually taking pride in having brought him this far. They feel a sense of ownership in having created him, changed his life and so for them he will always be special."
Not that reality television is a complete new discovery. It's been there for over two decades. But it's gone through huge makeover - big set, hype, promotion, marketing, road shows, fierce competition, greed and determination to make it to high pedestal of fame and fortune at any cost. What existed earlier was spirit of competition, gift hampers and in some cases blessing of gurus. Way back in mid-'80s DD had Siddhartha Basu's Quiz Time. Zee's launch in end 1992 witnessed spate of reality/interactive shows like Snakes and Ladders, Chakravyuh, Tol Mol Ke Bol and the immensely popular Antakshiri and Sa Re Ga Ma. Even DD Metro had its own reality show in Metro Dhamaka. What's more, after a flip-flop start, Ekta Kapoor also began her innings with a clone of Antakshiri called Dhoom Dhamaka. But KBC changed the face and rules of reality programming.
Sawal Dus Crore Ka, Chhappad Phaad Ke, Khullja Sim Sim, Kamzor Kadii Kaun?, Kisme Kitna Hai Dum, Kahin Naa Kahin Koi Hai followed. Some were hits and others missed the ride of popularity and were dumped. Then KBC was rested for long period and shorter rest followed for Khullja Sim Sim. The second half of 2004 saw reality shows bouncing back with Indian Idol and subsequently Fame Gurukul, KBC 2, Super Sale and The Great Indian Laughter Challenge. What was thought to be a dead cat bounce after a long bearish phase, turned out to be a long bullish trend backed by strong momentum that is making new highs vis--vis Bombay Stock Exchange's Sensex. It is hardly surprising that the genre's popularity has turned TV celebrity couples into ordinary mortals trying their best on the dance floor for audience's approval to win Rs. 50 lakh in prize money in Star One's Nach Baliye where competition has been too tough and pressure has taken its toll on friendship between couples with the show's rising popularity.
Yet five years ago channels were not too keen on reality programming, treating it as penny business in the vast market of fictional shows. Alva brothers know it too well. With their vast experience in reality TV with serious shows like Living on the Edge (DD) and Hospital (BBC) when the duo approached channels with reality show ideas the response they got was Indians don't want more reality, they have enough of it already in their day-to-day lives. Five years later the tide has turned completely.
Big cruises of family dramas have lost their customers to mini ships that promise a roller-coaster ride of excitement, prizes, money, goodies and fame. "In the past few years channels have been so soap-heavy that there was no differentiator left," says Nikhil. "People were hungry for a different set of programming." Anupama doesn't disagree, "The growing fatigue among viewers has been replaced by a new found appetite for a new genre. Reality television has broken through the clutter and has appealed to viewers across the board. It lends itself to greater interactivity, involvement and a sense of ownership that has not been seen so far. It augurs a new phase for television and that is evident from the number of similar shows across television."
Clearly reality/interactive shows are giving their prime time fictional rivals a run for their money. However, Ashvini holds slightly different view, "Both are equally popular and have their set of loyal viewers. Soaps are a staple diet, reality TV is like special food that is cooked... you can't eat specials everyday you need your daily dal chawal but surely the balance, at least for present, is tilting in favour of special food going by the demand and supply rule. As Fame Gurukul ended last month Sony followed it with a two-week stunt called Celebrity Fame Gurukul to keep the action going. The slot continued to see more action for another two weeks with Das Ke Das Le Gaye Dil before finally launching Indian Idol and Deal Ya No Deal. So is reality TV here to stay? According to Anupama, it is here to stay for a while. But Ashvini is more upbeat, "Definitely it's here to stay. We also have our biggest property of the year Kam Ya Zyaada that we launched last week. The stakes are as high as Rs. 3 crores of prize money to the winner."
What's more, even business news channels CNBC-TV 18 and Awaaz have followed the path of mass entertainment channels with Kaun Rahega Crorepati. Cashing in on KBC's popularity the business news channels' game show features winners of KBC who get right advice from experts on how and where to invest and make their money grow.
As telephone to TV connectivity increases, more so in non-metro cities and small towns, nothing will stop star-struck youngsters from taking a shot at spotlight and fortune. They have seen contracts and cash pouring in, lives changing, and addresses switching. Take the case of Ravinder Ravi, the house painter from Ludhiana. He was booked to paint houses every Diwali.
Though he didn't make it as Indian Idol, this Diwali he was booked, not to paint houses but for music concerts. His career is on the roll. He reportedly charges Rs. 75,000 for a show and rubs shoulders with Kumar Sanu and Sunidhi Chauhan. Paint companies to promote their brands are also wooing him. Abhijeet Sawant won a Rs. 1 crore contract with Sony and the other top five contestants are on Rs. 20 lakh contracts each with the channel. In a state traumatized by terrorism, Qazi dreamed stardom that has changed his life forever. So also is the case with Barsha Baishali, the 21-year-old IAS aspirant from Orissa who won Rs. 25 lakh on KBC 2. In KBC 1 Rs. 25 crore were given away in prize money and in KBC 2 nearly Rs. 8 crore so far. It's raining money and who would not like to dial for a pot of cash?