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From events to production to syndication – the Wizcraft Journey

15-January-2008
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From events to production to syndication – the Wizcraft Journey

Wizcraft has made a mark in the events industry, being one of the few players who invested in this industry when most others, including other members of the media and entertainment industry and clients, hadn’t yet considered events as a communication platform on its own. The company’s plan is now to expand in other areas related to events in some form to further its growth.

One of the first steps was when Star Plus signed Wizcraft to produce ‘Nach Baliye’s third season. This marked the entry of the company in television content production, and according to Wizcraft International’s Director, Sabbas Joseph, it was not just a logical extension for Wizcraft, but also the beginning of many more such projects. Joseph said, “We are in talks with 9X, NDTV Imagine and various other channels for such projects.”

On being asked why he saw this as a logical extension, Joseph replied, “Non-fiction programming is nothing but eventful communication, where people join in from their living rooms. If you look at this closely, every communication has to be eventful to click with the audience. All of it has storytelling at its core, and we understand this.”

Joseph also believes that the shift of content production had to be at a level where production partners owned the intellectual property rights. He said, “With ownership comes responsibility, and that is where the focus should be.” On Wizcraft’s plans, the next area of growth is to acquire formats which can be offered to channels. Some such formats already under its belt include the BAAFTA Awards, Emmy Awards and Britannia Awards, among others.

“We see each of these areas as clear revenue streams and roads to our growth in the future. In each of the aspects, we try and look at the irreverent, because while the upsurge in the media industry means there is so much more to do, it also means that you have to get your differentiator right,” explained Joseph.

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