TRP - The Right Picture to harvest power of TRPs

By Sangeeta Tanwar , afaqs!, New Delhi | In Media Publishing | November 17, 2009
The newly formed production house plans to venture into verticals such as mobile content, merchandising and sports sponsorship

The newly launched production house, TRP - The Right Picture is making its debut with Zee TV's dance reality show, Dance India Dance Season 2.

The company is the brainchild of media and advertising professional Winay Mahajan and has the support and backing of Indian cricketer Harbhajan Singh.

Earlier, Mahajan was vice-president, business development and operations, content, UTV. Primarily a sales person, he has also worked with organisations such as Miditech and Endemol.

Speaking to afaqs!, Mahajan, producer, TRP, says, "Having worked in the advertising and media world for a decade, it was but natural to have a desire to float a content company that would allow complete freedom and independence to do things in one's own way."

To begin with, the production house is looking at grabbing projects in the Hindi GEC (general entertainment channel) space and has big plans for the regional market. Without revealing investment plans for the forthcoming projects, Mahajan shares that the regional space offers tremendous opportunities with players such as STAR Jalsha and Zee Bangla expanding the genre, growing GRPs (gross rating points) as compared to Hindi GECs.

Apart from dabbling in fiction, the production house also plans to get into different verticals including branded content on TV, mobile content, merchandising, sports sponsorships and events.

The new entity enjoys the support of cricketer Harbhajan Singh, who has known Mahajan for the past two years since the two met for the first time on the sets of Colors' show, Ek Khiladi Ek Haseena. The cricketer was a contestant on the show and developed good bonding with Mahajan, having worked with him in other TV projects and brand campaigns.

It was the desire to come together and explore more opportunities in the TV space that got the cricketer to support and promote TRP. Understandably, owing to his busy schedule, Singh will not be involved in the day to day working of the production house but will make himself available as and when required by the organisation, informs Mahajan.

To begin with, TRP has got on board Bimal Unnikrishan as creative director. Unnikrishan brings with him about eight years of industry experience and has been associated with Miditech and UTV.

The production house, as the name suggests, believes in the power of ratings, which seal the fate of a serial. In a competitive environment, TRP will focus on taking up projects that make saleable content, delivering high TRPs and raking in the much required moolah for the production house and the broadcaster.

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