Adgully Exclusive | Regional is going to be our focus area: Endemol's Deepak Dhar

Endemol India has created and produced local formats such as 'The Great Indian Laughter Challenge', 'Mission Ustaad', 'Jo Jeeta Wohi Superstar' and 'The Great Indian Laughter Champions'.

In 2009, Endemol India ventured into regional programming with the launch of Jodi Jamli Re, a Marathi match-making reality show that airs on News Corporation's newly launched STAR Pravah television channel.

The recent of all big ticket launches by Endemol India has been the show Zor Ka Jhatka for Imagine which has Shahrukh Khan as its host. The show is based on the international format Wipeout and has 28 televsision personalities as contestants.

Adgully caught up with Deepak Dhar, Managing Director, Endemol India to find out more about the compnay's plan for the year. Dhar has been an integral part of the Endemol India team since its inception in 2005, and since then he has played a significant role in the development of Endemol India operations.

Talking about his plans for Endemol, Dhar says, "Right now the plan is to get over the current seasons of our successful shows. We are looking forward to coming back with the next season of Bigg Boss, Fear Factor and we are also planning a season two of Zor Ka Jhatka."

When asked about his expectations from the audience in terms of response to their latest property Zor ka Jhatka on Imagine, Dhar, says, "We are just busy putting it all together. We have been hearing a great buzz about the show from the media and masses as well. The show's concept is again very differentiated and never seen before. So we expect to see something very different."

"We do a lot of original and locally conceptualised formats too. In fact the current show Chak Dhoom Dhoom on Colors is one such concept. We have tried to create orginally thought out concepts in various genres including comedy. The Great Indian Laughter Challenge and Chhote Miyan all have been locally produced and conceptualise content by Endemol India which set the ball rolling in comedy as a genre in India. This is a parallel process, we are known for our big formats but at the same time we believe in delivering the best in terms of original and locally thought out concepts too," he adds.

Endemol India is planning to launch a new format in the comedy genre though Dhar says it is too early to talk about it. " We are going to make a few more announcements. The year has just begun, so audiences can expect a lot more newer content from us," he points out.

Pointing out some of the key trends that he foresees in the year across television, Dhar says, "Definitely a lot of content that broadcasters are going to look for is going to be differentiated and disruptive. So any content with that kind of an edge will really stick out."

Some of the content by Endemol India like Bigg Boss, this time around had to face Governmental regualtion, Dhar says, "Our job as content producers is to create engaging content for the viewers. I do not think we are in the right position to comment on controversies."

Endemol India has also been producing content for regional markets, it has been very strong in the Southern market and their biggest property being Deal Ya No Deal. The company is foraying into the Bengali market as well. "Regional is going to be a big focus area for us," Dhar adds. | By Prabha Hegde [prabha(at)adgully.com]