Star India CEO Uday Shankar talks to Rinku Ghosh about the channel's focus on content innovation, engaging with society and, of course, redefining entertainment
What made you take on socially relevant programming in a reality-based format on a Sunday morning? Were you playing safe or creating a talking point?
In 2008, we initiated a shift in Star's focus on programming as we aimed to give viewers something that at once would entertain them as well as make them sit up and think. This was the time we had rolled out Aap Ki Kacheri, a reality arbitration show hosted by former policewoman Kiran Bedi that went beyond traditional entertainment.
It was at that stage when Star was deepening its focus on content innovation that I drove down to Aamir's Bandra home in 2009 to explore the possibility of working together. Aamir, too, wanted to do something very different from what his peers were doing on television. It was in a sense, a meeting of minds on the idea that TV can be an influential medium that can put the spotlight on the right issues and create an environment to move the needle on change.
Has Aamir's persona taken over the social messaging and real characters?
Aamir's persona has complemented the show perfectly. It couldn't have been better. While it is true that, before the show was launched, the conversations were around Aamir and the show, online trends show that post the episodes, the conversations have moved towards the issues and the possibilities for real action and real change on the issues we raise on the shows. This is the power of the medium and the message: To touch hearts and awaken change. The show itself has generated historic and unprecedented buzz and impact. It is one of the very few individual events (media or otherwise) to trend on Twitter for two days with such high levels of conversation. The show has reached over 16 crore impressions on Twitter.
Every day we hear stories of change inspired by the show — be it a doctor banning sex selection abortions from his own clinic, a child breaking his silence on the subject of sexual abuse or the government fast tracking the bill. These are stories of change at a personal and societal level. And these are the outcomes that reveal the true impact of the show.
Is Satyamev Jayate Star's way of CSR, of engaging with the local community?
The effort behind the show is to truly leverage the potential of TV to help bring about change in society. We believe that as leaders of broadcasting, we have got to be the chief innovators and constantly work towards renewing the social contract that TV has with society. If we can use the medium to awaken consciousness and touch people's hearts, then we will have deepen our bond with our viewers.
Is Satyamev Jayate a precursor to more serious programming in the weekend format? Is it intended to break the monotony of entertainment-based (dance, comedy, music/ reality shows?
Satyamev Jayate, after its very first episode, inspired millions of people to think about change. Every week millions more are awakened, inspired. The day isn't far when all billion of us will wake up to the possibilities around us. It's this dream that drives us to design every show in a way that gives viewers something new, something entertaining and something that also gives them food for thought without being preachy.
Also, what you term as serious programming is an integral part of our daily offering. Our fiction content — Pratigya, Saathiya, Diya Aur Baati Hum or Saubhagyavati Bhav — are rich examples of socially relevant content. They have the potential to entertain and show viewers that there exists possibility for new thinking! When Pratigya stands up for what she believes in, she inspires a generation of women; when Gopi goes to school for the first time in her 20s, she makes adult education acceptable; and when Jahnavi stands up against domestic violence, she serves as a strong role model for many who suffer the same plight.
How much is the channel following up on the impact of the issues raised by Satyamev Jayate? Do you have a response cell working to put out these stories too?
We have a response cell and a mechanism of tracking stories of change and impact. However, it is important to point out that our role is to provide content that engages and awakens. A private company cannot do the job of a public administrator. What we can, in fact, do is keep raising awareness and touching peoples' hearts.
The metros may look saturated on the TAM meter and heartland India may be the happy hunting ground for TRPs. How far is Star, post-Satyamev Jayate, willing to break the market stranglehold and create smart, slick programming for the neo-urban audience?
Star is a mass network. We reach out to about 40 crore viewers on a weekly basis. No other brand touches as many people as we do. Our content is not restricted to the metros, but is truly relevant for all of India.
Was a market survey done before Satyamev Jayate?
Satyamev Jayate is not a product of market research or surveys; it is the outcome of passionate people coming together to tell compelling stories that our viewers want to engage with.
How did you pick the issues? What is the back story behind narrowing down on the subjects?
We were clear that these had to be issues that were not necessarily only "macro" in nature but issues of intense personal and societal importance.
This is also being shown on Doordarshan. Are we seeing a happy public-private partnership on television that will raise the bar like the hit programming content in the golden age of DD?
The decision to be on DD was driven by the need to provide universal access. We wanted everyone in India to be able to watch the show regardless of television channel reach or language. This drove the decision of the simulcast in multiple languages and across nine channels, including DD and ETV Telugu. Star also organised screenings of the show in villages which have minimal access to television. More importantly, this is consistent with our aspiration to constantly innovate and renew our proposition to our viewers. As the industry's innovator, we will continue to open up new paths and new possibilities..
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