Zee's interactive show, on Sun TV!

Last month, Zee TV announced its intention to launch a new, interactive show in the third week of August to kick off the relaunch process.

Considering the novelty of the licensed show, we took you through the concept, logistics and rationale behind Aap jo Bole Haan to Haan, Aap jo Bole Na to Na (July 30, 2001). Now we learn that Sun TV is preparing to launch the Tamil version of the same show, and it is scheduled to hit screens close on the heels of Zee's launch. Called Mudiv Ungal Kayyil (you decide), it is slated to go on air in the first week of September on Sun TV.

Reliable sources, requesting anonymity, informed that a Chennai-based production house, Enmasse, had obtained the Tamil television rights of the show from Globo TV of Brazil. Though the Zee Network also has a bouquet of regional channels under the Alpha umbrella, it is learnt that the broadcaster had bought Hindi television rights only.

Globo TV is, reportedly, the world's fourth largest television network and has for long held a near monopoly status on Brazilian airwaves. A bit like the Indian market, Globo at one time "enjoyed the preference of up to 80 per cent of the Brazilian audience by hammering the old formula of a barrage of never-ending soap-operas during prime time", writes Ricardo Paoletti in a cover story in Brazzil. He cites one of Globo's earliest attempts at what was called ‘interactive television': "a choice of three feature movies and (viewers) could choose their favorite through a toll free call to the network".

Given the novelty of Globo's new show in India, Sun TV may be thinking of slotting it on the 10-11 pm band on Saturday nights. Even as official communication is awaited, it is safe to assume that the show will broadly follow the same pattern as Zee's, considering the quality controls and checks put in place by the Brazilian licensee. A one-hour story will unfold each week and seek answers from viewers to determine its outcome. The stories, as Zee told us last, would revolve around very real-life themes so masses can identify easily and want to take decisions. Each 60-minute episode therefore, will comprise of over 40 minutes of playtime, over 10 minutes of free commercial time, and less than 10 minutes for questions and even reports on how answers tally up throughout the evening.

It isn't uncommon to find the south latching on to successful or promising entertainment properties in the north, and vice-versa. Bollywood's affiliation with the southern film fraternity is historic. Sun's launch of Koteeswaran, the Tamil version of STAR's Kaun Banega Crorepati (the Hindi version of Who Wants to be a Millionaire?) is one prime example. Though it failed to live up to the promise of KBC, it did generate enough interest and media hype. But, more importantly, its Malayalam version on Surya TV perked the ratings of the channel in Kerala, helping it beat Asianet. Launched under the same name but with a shorter duration (30 minutes against KBC's one hour), it was claimed to be garnering a steady 20-22 TVRs at one time.

Such TVRs are good (not excellent) in south, to be precise. The south remains one of India's more ravenous television markets, with a high C&S penetration and viewership (this abnormally high ratings, from a non-south perspective).

To pick up some points from our last story, the inherent ‘suspense-laden' nature of linear storytelling, and the inertia of most television viewers are two factors that may come in the way of these new shows. Both Zee and now Sun are learnt to be making it easy and alluring for viewers to beat that inertia and participate actively in the story, both by smoothening the logistics, and by dangling prizes. So toll-free lines, for instance, one for a ‘yes' and one for a ‘no', as in Zee's case. Zee, as we learnt, was also planning to involve both viewers and advertisers in some unique on-screen opportunities. It will be interesting to know, a month or two down the line, how the audiences take to the show. The Brazilian concept, it is learnt, has run successfully over some 80 countries. Will it grip India too?

© 2001 agencyfaqs!