Miditech is making quite a bit of news these days. Even as the production house has completely denied the industry speculations on ADAG’s intentions to buy it, Miditech officials are kicked about the new properties at hand and the others in the pipeline.
Miditech will handle Sony Entertainment Television’s big-ticket ‘Indian Idol’ in its third season as well. With the auditions going 12-city this year, the logistics of the show are on the next level and Miditech officials divulged some of the plans undertaken for the show.
Nivedith Alva, Creative Director, Miditech, informed, “Indian Idol 3 is a very big show for us — in fact, our biggest show this year. We are going all out to make it bigger and better. This year, we have covered the length and breath of the country and the age limit has been changed too. People in the age group of 16-30 can now participate. So, a whole new demographic has opened up and this will work well for the show.”
Miditech is the only production house that has many shows in the reality and format shows genre to its credit. The list includes ‘Fame Gurukul’, ‘Deal Ya No Deal’, ‘Commando’, ‘Roadies’ on MTV, ‘Sa Re Ga Ma’ on Zee Kannada and the recently launched ‘Take Off’ on BBC World. In the children’s programming area, it has ‘Galli Galli Sim Sim’ for Cartoon Network and ‘MAD’ on Pogo.
Even as there is more coming in the genre of fiction for Miditech, with a new show on Zee TV ‘Parivaar’, the core of the production house is reality shows. Alva commented, “We have done everything in various genres across channels — from fiction to entertainment to reality. But yes, we are the market leaders in reality shows, given our expertise in that area.”
Speaking more on this, he said, “Working on reality shows has been a great experience. ‘Hospital’ was the first reality show on Indian television. Since then, it has been a long and hard journey. A key factor about reality shows is that they suit the masses and appeal to the aspirations of the viewers, and that has allowed us to connect better with the viewers.”
How has the entering of production houses like Endemol in India affected Miditech, given that before Endemol India was established, Miditech was producing the India editions of Endemol shows like ‘Fame Academy’ and ‘Deal Ya No Deal’? Alva replied, “It really makes no difference to us. We have excellent relations with international production houses. In fact, we represent format owners STRIX Television, who have shows like ‘Expedition Robinson’. We have the first right to all their formats.”
Alva believes that expecting the worst is the way to go, especially when one is working on genre like reality, where a lot is dependent on outside factors. At present, with presence across channels, he is clear that the road ahead is about more shows on all kinds of channels.