Differentiated and disruptive content is GECs’ new mantra

Not that talent hunts and celebrity dance shows have been done away with. Original formats like Sa Re Ga Ma and Indian Idol have retained their shelf-value but have lost gloss,while their clones have disappeared. But their seasonal frequency has come down and they return after longish break. Same is the case with Nach Baliye and Jhalak Dikhhla Jaa. Nach Baliye hasn’t had a new season for almost three years. Instead,Zara Nachke Dikha was brought in its place,while Jhalak… recently had its fourth season after a two-year break. But since 2008,both Fear Factor and Bigg Boss have had three seasons each. Even the variety entertainment show Entertainment Ke Liye Kuch Bhi Karega had three seasons in two years.

Given the fact that song and dance shows are happening at lesser frequency,channels clearly seem to be focussing more on differentiated formats ranging from action,adventure and stunts which promise thrill,fear and a peek into juicy personal details. Take a look at shows in the pipeline in coming months. The fourth season of Fear Factor scheduled for telecast in June promises to be even more extreme and adventurous. Other shows on the anvil include Survivors which will test physical and mental endurance of celebrities and common people in extreme conditions,Entertainment Ke Liye Kuch Bhi Karega which has commoners showcasing bizarre talent like eating glass and swallowing swords,Sach Ka Samna which borders on voyeurism and lays bare juicy personal details and Jaanbaaz,a first of its kind stunt show on Bollywood’s stuntmen. Even Aap Ki Kachehri,which claims to be an alternative resolution model for social justice,coming for third season from April 30,gets its core content from emotional outbursts,ranting,frustration and anger. Then there is Bigg Boss coming around September-October.

Conceptually,some of these shows – as also Sony’s recent Maa Exchange – are better suited for youth channels,or at least that’s where they have existed so far. But while youth channels like Channel [V and UTV Bindaas have ventured into fiction,GECs are opting for formats that appear to be youth channels’ fare. According to producer-director Siddhartha Basu of Big Synergy,which produces Sach Ka Saamna and Aap Ki Kachehri besides a host of other shows like India’s Got Talent and KBC,competition is compelling channels to look for differentiated content. “The change is clearly a result of a few formats doing well. Just as there is bandwagon response,of rushing to make clones or variants of successful shows,there is a parallel impulse towards differentiated and disruptive content,” he reasons. However,in his opinion most of the shows are not all birds of a feather at all.

Sony’s marketing head Danish Khan says that content of reality shows is getting edgy because the audience is maturing. “The shows tha worked three years ago will not work now. Conceptually,content changes as viewers’ preference evolves,” he feels. However,Zee’s head of non-fiction Ashish Golwalkar doesn’t think that reality shows are jumping boundaries. “By and large,original song and dance shows are still around. After Dance India Dance Doubles we are starting a fresh season of Li’l Champs which is a Sa Re Ga Ma spin-off for kids,” he says. However,he doesn’t deny that some channels are trying out edgy formats. As for Jaanbaaz,Ashish says that they have been working on the show for the last two years to offer something different from songs and dances.

However,none thinks that GECs are going youth channels’ way. “The bizarre and often twisted fare dished out by some youth channels seek to shock and sensationalise for the sake of it. It’s like engineering a street crash and enjoying the wreckage,even if it’s avowedly fake. I don’t see GECs generally going down that route unless they’re willing to risk losing their core audience,” says Siddhartha.