DD National’s recently announced reality TV show, Swayamvar has started attracting advertisers. Despite poor market conditions, some advertisers have already signed up for the show, according to Ms Urmilla Gupta, chief executive officer of Taal India Communications Pvt. Ltd.
According to Ms Gupta a recently conducted public poll by a newspaper found that 71 per cent of television viewers wanted to watch Swayamvar, which will provide a platform for match-making. Since advertisers want to put in money wherever viewers are keen, Swayamvar is no exception. Ms Gupta, however, refuses to name any of the advertisers fearing competition. She only says that it is a big opportunity for advertisers, as the show will be aired on DD National with a vast reach.
The objective behind the show is to create something unique and indigenous, Ms Gupta says. ‘‘It is not an adaptation of any show being shown on any foreign channel,’’ she emphasises.
Ms. Gupta denies that Swayamvar will be a competition to the likes of Kaun Banega Crorepati. Even as Taal is working on another indigenous programme on wrestling, this time for DD Sports, she says that at the moment the focus is on establishing the company and consolidation.
She does not rule out getting into new areas and genres. That will include soaps too. But, Taal is not trying to be in competition with Balaji Telefilms.