Posted:
TV industry's smitten by social
networking sites
May 20, 2012, 12.00AM IST TNN [
Navya Malini ]
Parvarrish— Kuch Khatti Kuch Meethi
Let's do social networking seems to be
the mantra that television industry is
resorting to these days. What makes
the world of social networking more
interesting is that show makers as
well as TV channels are taking
quantum leaps to reap in the net
advantage that these interactive
platforms offer.
Many channels have taken a step
further to cash in on the new media
advantage by integrating social
networking platform to their own
websites wherein a TV enthusiast may
log in to facebook or twitter on the
respective website itself too leave a
comment and share views.
Who's not smitten by the internet
bug? Taking from general
entertainment channels, youth
entertainment channels and kids'
entertainment channels to lifestyle
channels and factual entertainment
channels, every genre is trying to
maximize reach through social
networking. Even actors like Ram
Kapoor have used social networking
platform to share his views on his
show's (Bade Achche Laggte Hain)
feedback.
With everyone in the showbiz supply
chain contributing his/her bit with the
aid of new media, the net fervor is
expected to scale new heights, echoes
the industry in unison. Producer
Hemal Thakkar owes this development
to the huge potential of the World
Wide Web. "The digital age is all about
awareness and youth connect. And it
is just the beginning of TV cashing in
on the digital revolution. The new
media and the potential of viral
marketing is growing so fast that it
makes it imperative for those in
showbiz to embrace the medium," says
Thakkar adding, "Sometimes, it is the
initial enthusiasm that leads the
showmakers to be active on the net.
The effort to communicate should be
a continuous process."
Name any show, in any genre, the
netizen is going find the rushes, the
previous episodes, teasers and even
spoilers on these sites. Even fan clubs
help add multiplier effect by adding
more sites on a particular show they
like. The result: actors' popularity
furthering the brand equity of a
show. The popularity of shows like Iss
Pyaar Ko Kya Naam Doon?, Afsar
Bitiya, Kya Huaa Tera Vaada, Ek
Hazaaron Mein Meri Behna Hai,
Uttaran, Punar Vivah, Parvarrish -
Kuch Khatti Kuch Meethi, Pavitra
Rishta, Diya Aur Baati Hum, Kuch Toh
Log Kahenge, Balika Vadhu, Dil Se Di
Dua... Saubhagyavati Bhav? et al
definitely are upped on the world of
web as do actors, feel industry
insiders.
Sudheer KG, vice president,
programming, of a leading factual
entertainment channel says, "The
feedback on shows on social
networking sites has been amazing.
The kind of fan following that
participants of a show receive can't
be described in mere words. One
example is how Lisa Kelly, one of the
participants in Ice Road Trukkers
amassed a huge fan base on the social
networking page. What works here is
the connect that is established which
works in favour of a show. People
relate to those who look for survival
and struggle for existence."
While producer Raakesh Paswan feels
this move may not yield tangible
returns in terms of viewership, but
the producer, nevertheless, feels
social networking platform can be
used to maximize the feedback from
the savvy audience. "The feedback
received helps us realize what the
audience is looking for. We tend to
become too subjective while working
round the clock, which is a natural
outcome. It is here that the feedback
on social networking sites helps us jot
down valuable comments," says
Paswan.
It may seem to be just the tip of the
iceberg as the new age media offers
lot of scope to weave that magic wand
of connecting to target groups.
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