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K Sera Sera to focus on television to stabilise revenues

04-July-2005
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K Sera Sera to focus on television to stabilise revenues

For K Sera Sera Productions, the movie production house, television will be the thrust area as part of its strategy to streamline revenues.

Commenting on the revenue structure from movies, Kacon Sethi, CEO, K Sera Sera Productions, said, “Cinema is a very volatile arena. With an objective to streamline the revenues and ensuring steady inflow, the strategy will now be to focus on television.”

Elaborating on the strategy, Sethi said, “Another reason is that while the multiplexes provide a good experience, they are nonetheless expensive. So the immediate fallout seems to be the need of viewers to enjoy quality content at reasonable costs and hence they are turning to television. And our strategy being to provide entertainment whatever be the size of the screen, it was natural for us to explore television as a potential market.”

“Ninety per cent of our current revenues come from cinema. The focus is on turning the ratio into 70:30 by next year in order to stabilise earnings. This is the first year when we are venturing into television and the target seems realistic. We intend to do 300 hours of programming by the end of this year,” explained Sethi.

With ‘Kasshish’ already on air and a series in the paranormal genre, ‘Darna Mana Hai’, in the offing, K Sera Sera is steadily and gradually making its presence felt in the television market. It will work mainly with leading channels like Star, Sony and Zee.

Said Sethi, “We are working actively on the large genres like reality, paranormal and drama. There is a legal show that’s being done for Sony which will be different from usual offerings in the category. We are not concentrating on niche now, as it might be a risky proposition. All our offerings will be on prime time.”

Having launched a fully owned subsidiary – Twenty Twenty Television (TTT) -- K Sera Sera plans to produce all future projects on television under the TTT name.

In order to ensure quality content and entertaining offerings, K Sera Sera is leaving no stone unturned. Throwing more light on this, Sethi said, “We are trying to migrate the successful talent of cinema to television and grooming it in the transition with an aim to translate the big-screen success into small-screen success. The writer of popular movies like Damini, for one, is being roped in to prove his skills for television shows. The challenge lies in understanding the differences in both mediums and getting talent to perform well to suit our needs.”

Not denying that radio is emerging as an important medium, Sethi clarified, “We will be present in the audio visual mediums. So, radio, as of now, doesn’t fall in our domain.”

She said that attempts were on to hook housewives during the afternoon slots when they are alone. The action plan is to understand what kind of shows will be accepted considering the time and audience.

“K Sera Sera’s vision lies in creating content for every screen there is,” observed Sethi. She continued, “We are focusing on supporting aids like sound and other aspects too. There is a need to experiment and create new benchmarks for many things.”

On the number of episodes, Sethi commented, “I feel thrillers should not go on for too long. An hour is fine. However, soaps can continue till the audience enjoys them. So, it is perfectly fine if dramas feature five days a week.”

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