Deepak Segal, EVP, Content & Communication, STAR India

The thing about TV is that it is all too dynamic! TV channels are not complacent any more – Sony and Zee were not bothered about STAR Plus and they didn’t take STAR One also seriously and we have seen what has happened in that case. With this kind of a history, we can’t take any one lightly until they have shut shop. As long as they are still active, they will keep trying to make good programming and we will have to better it.

Life in STAR India is not simple, especially if you are responsible for the content of all the channels in the Network. Deepak Segal, EVP, Content and Communication, STAR India, however, seems to be enjoying the responsibility. Much of his career graph has seen Segal look at shows on drawing boards and then convert them into strong properties on the STAR Network, with STAR Plus being is initial duty, and then recently the entire Network added.

In conversation with exchange4media’s Noor Fathima Warsia, Segal speaks about how his role has changed with the Network coming in his charge and how he views the change in the television medium on the whole.

Q. How has 2005 been for STAR Network?

It has been a great year for the Network. STAR Plus continues with its lion’s share, and with KBC 2 and other weekend shows delivering, the weekend block too has now strengthened for the channel – bringing the numbers for us in almost every block that is there on television.

STAR One has been the TV brand of the year. It is literally like the eighth batsman hitting sixes. The channel has given a good fight and beaten other channels like Zee TV and even Sony in some weeks – we are clearly headed to attain our objective to be the number two GEC channel. What has happened is that with the successes the channel has seen, STAR One is trying harder.

Both Channel [v] and STAR Movies have rocked during the year – they have been leaders in their segments in the year. STAR Gold has taken some serious decision in the year, moving away from STAR rerun channel and there is much action that has happened on that, too. STAR World has seen its own share of action – in all, it has been a challenging and well rewarding year.

Q. The year has also seen a change in your responsibilities with you taking charge of all the channels. How is that working out?

It gives me more avenues to work on. The channels that have come under me were in any case running successfully, I hope I can add more value to them. The need and hence, approach to each brand is varied. Take for instance mobile content, STAR Plus cannot start showing all its shows on mobile phones. But Channel [v] is actively exploring that option and it is looking good for the channel too. For these things there are younger teams geared up to take on the challenges on that front, which are looking out for platforms of such differentiated content and newer opportunities for the channels. In my role, I have to manage the style and mindset of one team, one channel from the other teams and other channels.

Q. Has this in any way taken away your attention from STAR Plus and STAR One?

As people go up the ladder, their role gets more generic, which is what has happened with me. But my teams are candid enough to ask me whenever they need me, tell me everything that is happening and take my opinion on shows where they need a different take or opinion or otherwise – so that demand is always there. It’s actually a lot of fun.

Q. Is there a change in content that technology has brought in?

In terms of the kind of content itself, there isn’t any major change – a Shakespeare story is still a good story. Sure, the track has paced up and the language has changed, but the soul is the same. The social behaviour of certain age groups is the same and will remain so. Consequently, the base of all stories will be what you saw on DD years back. That said, technology has a huge impact in everything – the presentation, packaging, and now, even the modes of content delivery are changing. At some level, it has also allowed for more information to come in the industry and that lets us know whether we are on the right track, whether we are closer to the objectives we have set for ourselves and so on.

Q. With ‘Laughter Challenge’ doing so well, you would have thought the other comedies on the channel would have delivered too. What was your take?

Both the other comedies on the channel – ‘Instant Khichdi’ and ‘Sarabhai vs Sarabhai’ are excellent shows, but were really working on a very small viewer base. These shows couldn’t be made any more mass than what they were. TGILC was just a lot more mass base as was ‘Nach Baliye’, and they have created the awareness and brought a necessary threshold level. If the shows were brought on today, they just might have rated higher.

Q. So, you wouldn’t really agree with the whole strategy of not pushing soaps so much?

On a larger picture, for a few players it just might make sense. One big problem that all channels are facing is that when there is STAR Plus that has taken all the audience that daily soaps can attract, they have to try alternate programming. If you see the numbers of ‘Indian Idol’, the show didn’t impact STAR Plus at all, which means there was an alternate audience that tuned in and they will try very hard to retain this audience. I guess for some, it just makes sense to test the genre more than they are testing soaps.

Q. There is much word about KBC 2 losing audience share. Are you happy with the performance of the show?

The show has done very well for the channel and despite the fact that the host of the show has seen problematic times, the equity is such that it is still the highest rated property on weekends. It has opened the weekend block for television – what more can one ask for? The numbers are as per expectations. I think any statement made about a 100 per cent dip in the show is actually stupid.

Q. With KBC 2, weekends on the whole are looking good for you. But do you see any problems post the show in sustaining these numbers?

We have put quite a few blocks there and created some kind of viewership. I hope it all works out going forward.

Q. Are there any disadvantages that come with the fun?

Not really. This is a huge learning for me. Indeed, everyday I get to learn more than I can teach, which in turn helps me stay charged and fuel my creativity further. More importantly, we are actually managing more work. For example, I could also look into the technical side of the channels now, scrutinise the look and feel of the product. We have been sprucing up the technical team and have got people who can help all the channels look better. So, there are other finer areas that can get more attention now.

Q. On that line, have you been on track in regards to STAR One?

Quite frankly, I was hoping that the audience would come in more numbers than what they did initially. But with ‘Laughter Challenge’ and ‘Nach Baliye’, life is soaring for the channel. You know for a fact that if you have an alternate show, people will watch it.

Q. Alternate genre is quite the topic of discussion everywhere, and reality TV takes the front seat. What is your view on this?

At STAR Network, I wouldn’t give more than a slot or two for reality shows. What you are seeing largely right now are musical reality shows and I think competition channels are doing it a bit too quickly. They should have at least paced it out with some other kind of reality. All said and done, reality or other formats cannot be your mainstay programming. It has to come from other daily formats.

Q. But your weekdays are seeing some amount of problems with the dip in viewership. What is the plan of action on that?

That is a challenge that Plus faces, but this isn’t a new allegation. There are times when the channel faces a dip, we correct it and the ratings resurge. Much has changed in the schedule, the Thursday viewer has to still get used to watching the show on Fridays. The bottomline is that the stories are inherently strong, so they aren’t a cause of concern. I’m sure they will pick up.

Q. On a general note, what is your take on the present competitive dynamics?

The thing about TV is that it is all too dynamic! TV channels are not complacent any more – Sony and Zee were not bothered about STAR Plus and they didn’t take STAR One also seriously and we have seen what has happened in that case. With this kind of a history, we can’t take any one lightly until they have shut shop. As long as they are still active, they will keep trying to make good programming and we will have to better it.