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James
Packer: In India for the long haul
He is the son of Australia’s richest
citizen, Kerry Packer, the media mogul,  with
an estimated networth of Australian $ 8.2 billion. But this
does not make him a spoilt brat. Meet the down-to-earth chairman
of Publishing and Broadcasting Limited (a part of Kerry Packer’s
consolidated press holdings). Recently, his company, in a
joint venture with Himachal Futuristic Communications Ltd
(HFCL), launched Nine Gold in a 3 hour daily block of programming
on DD Metro Channel, in return for which DD has received a
huge sum of Rs 121 crore...
LAST week, during a brief visit to India, James Packer, agreed
to an exclusive interview with SCREEN, his first to an Indian
journalist, but his first condition was, "Do not ask
me any difficult questions!" That agreed to, he popped
the next one at us, "Do not misquote me." When we
assured him SCREEN was a respected, 50-year old showbiz weekly,
Packer readily consented.
Nine Gold, his new three-hour package on DD Metro features
a host of innovative Hindi programming, produced by some of
the biggest TV Software companies including BR Films, Balaji
Telefilms and Cinevista Communications.
James Packer sees this venture as a "great initiative
to establish a strong bond with Doordarshan." Packer
Jr also evinces keen interest in the entertainment industry
in India but does not want to say anything about his future
plans because "it is too early to talk about them."
But sources close to his company in India say that Kerry and
James Packer intend to be a top entertainment conglomerate
in India too, with an eye on replicating their Australian
success.
When asked about the rumours that his company was coming up
with an Indian version of the game show, Greed, (with a prize
money worth $ 2.5 million) on DD--2, with Amitabh Bachchan
as anchor, he says, "This is just what you called it,
a rumour!"
He avoids several "tricky" questions, as we go along,
as he fears these may get him into unnecessary controversies.
He assures us he has exciting plans for India, but "everything
will depend on how our association with Doordarshan shapes
up,"...
Since you have not spoken on the subject before, tell us
why and when you got the Nine Gold brainwave.
Doordarshan is the biggest channel network in India with a
tremendous reach. It has a huge platform with a reach even
among viewers in the remote areas of the country. Besides
this, we felt that Doordarshan was the only channel which
was capable of generating maximum advertising revenue.
For example, most of the satellite and cable channels in the
US do not depend on advertising revenues. They function entirely
on subscriptions. In India, too, the way more and more satellite
channels are coming up, it will be a must for most of them
to become pay channels eventually.
But Doordarshan’s case is different. Doordarshan’s
national channel (DD1) and DD Metro do not have to depend
on subscriptions. They have a monopoly on terrestrial broadcasting
also. This was the reason Doordarshan became our first choice.
As far as DD Metro is concerned, Doordarshan has invested
considerable efforts into revamping the transmission. One
can see the vast difference in the transmissions. Today, its
transmission is comparable to any other TV station in India.
Upgradation of HPT & LPT transmitters are also done.
We, on the other hand, have worked for a very strong brand
awareness on Doordarshan. We want to establish our brand very
soon on DD Metro. This brand awareness will be through our
programming. There is no better way to do it, because our
content will hold the key.
What has been the response to Nine GOld on DD2?
I must acknowledge that because of the platform of DD Metro,
we have gained much in a short span of time, as far as viewership
our programmes concerned. Our viewership has been increasing
day by day. With no satellite channel in India, we could not
have received such a good response so soon.
The response has been very encouraging and positive so far.
The content and packaging of programmes has also been appreciated.
In fact, in many cities and places in India, Nine Gold’s
programmes are outdoing DD-1’s programmes. Some of our
programmes are more popular than DD-1’s programmes on
the same slots, which was not the case earlier.
But this response has also bestowed upon us a great responsibility
-- to telecast better programmes, commission better ideas,
cultivate innovative things. Our creative team in India is
constantly working to create programmes keeping the audience
interests in mind.
Do you have plans to acquire more slots on Doordarshan,
including DD-1?
No, we don’t have any plans to acquire more slots on
any platform including DD-1.
How is your relationship with Doordarshan officials? How
do you find the working of the public broadcaster?
DD officials, so far, have been very supportive. We feel we
are paying them a very good price (Rs 121 crore). And we are
certainly not going to make money on this operation, at least
not so early. Doordarshan, on the other hand, has done an
excellent job by providing its viewers better programming
(Nine Gold programming on DD-2). I hope they understand the
potential of our relationship with them as well.
What are your plans for other related media activities
in India like production and distribution of feature films,
construction of multiplexes?
We have several plans related to the media in India. After
all, we are a successful media company in Australia. But before
we go for any further expansions, we would like to consolidate
our position in India, which is our first serious venture
with DD Metro. We want our association with Doordarshan to
be a highly successful one, beneficial to both. We don’t
want to do any thing half-heartedly. The success of the venture
will guide our future course in India.
The Indian press has been writing about your plans to bring
Greed to DD-Metro with Amitabh Bachchan as the anchor! What
do you say?
First of all, I would like to tell you, Amitabh Bachchan is
a great actor with a huge fan following. His show an Star
Plus, Kaun Banega Crorepati is a great show, and he’s
proved he’s a great anchor too.
Money is definitely important, but in a show where public
participation is essential, the role of the anchor becomes
more important. As for starting another game show like Greed
on Nine Gold with Mr Bachchan, I would say, there is no such
possibility at this time. We don’t have any such plans.
But the answer to a game show need not necessarily be a game
show involving huge money. We may think of some other kind
of shows. And should Mr Bachchan be willing to work with us,
we would be more than happy to involve him. It will be a great
honour for us and for the viewers of Doordarshan.
Amitabh Bachchan is your friend. Can we expect any help
coming from your side in the shape of more involvement of
your company in the affairs of ABCL?
We don’t have any such plans, at least for the time being
in the restructuring of ABCL.
Are you worried by the change of guard in the ministry of
Information and Broadcasting?
I don’t think that is true. Certain apprehensions may
exist in the minds of people who do not know the exact details
of our dealings with Doordarshan. Since all our dealings with
Doordarshan have been transparent and open, I don’t think,
there is any scope for confusion in the minds of anybody.
However, stability is just as important to us, as it is to
Doordarshan. We want permanence and stability in our association
with Doordarshan, so that both of us benefit from it.
Do you have plans to start your own entertainment channel
in India?
It is very difficult for me to answer this question at the
moment. But as I have mentioned earlier, our next move will
heavily depend on the feasibility of our DD venture. Revenue
generation is important for us, as we have paid a reasonably
good amount to DD, but the acceptance of viewers and smoothness
of our relationship with DD is equally important for us.
Do you think your first year’s operation in India
will be financially viable?
Revenue generation is very important to any programmer or
broadcaster but when the stakes are as high as ours, immediate
profits or losses are not that important. A business such
as this takes time to break even. Today, we are doing quite
well. Some very good brands are being advertised on Nine Gold.
Let’s hope for bigger and better things.
What about your plans related to sports?
It is too early to talk about them.
Amitabh
Parashar
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