Selva Jay
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Tamil Nadu being the largest advertisement market. New formats in the South were always tested in Tamil language before it was taken to other markets; whereas in case of Biggboss it happened with Kannada market… Any strategy behind it..?
Well, there was no particular strategy behind the decision. But we could see a lot of youngsters consuming television content in the Kannada market and Bigg Boss managed to seal the vacuum really well. We can see this trend moving to other markets like Telugu and Tamil as well.
Do you think Biggboss as format will be acceptable to Tamil, Telugu and Malayalam audience…?
I am pretty sure that Bigg Boss format will certainly impress the audience of Tamil, Telugu and Malayalam. This has been already proven and the bridge of myth has already been crossed with the success of the format in Hindi and regional markets like Bangla and Kannada. The broadcasters in Tamil, Telugu and Malayalam market are feeling encouraged and reaching out to us.
Having said that we have to tailor the content for the regional markets. Because what works in Kannada obviously can’t work in Tamil, Telugu and Malayalam. So it has to be treated and tailored, what works in Hindi does not work in other markets. we believe in tailoring the content with the kind of host we have, Celebrities we have, the kind of content we want to see in regional format. Bigg Boss needs to be customised and created according to the taste of regional audience.
Moreover, Bigg Boss has already travelled successfully to most traditional markets all over the globe like Indonesia, Latin America, whole of the European markets which are fairly traditional such as Spain, Middle East and even Pakistan is wanting to do a version of Bigg Boss or Big Brother and this proves that we have crossed the barriers long time back.
This is the testimony of the fact that Bigg Boss can fair well in South regional markets as well.
..
shy
