ADHIKARI BROTHERS
IN SEARCH OF A NEW IMAGE

How did you feel when two of your programmes, In Focus and Kabhi Idhar Kabhi Udhar were nominated for the Screen awards?
Markand Adhikari: Well obviously we were thrilled. We specialise in creating novel programmes for television be it a serial, a sitcom or a serious talk show. Kabhi Idhar Kabhi Udhar is about a man torn between two wives. A breezy comedy which has the audience chuckling for a good half hour. Shekhar Suman as the harassed husband is just great. Though the sitcom is on Home TV the peoplemeter reading shows that it’s on par with Zee’s sitcoms. We were always confident of this laugh-riot but it’s nice to know that there’s an audience even for our serious shows. The reason for diversifying into programmes like In Focus was that we didn’t want to be branded just serial makers. As a software company we wanted to have a broader base. That’s why we are doing other current affairs programmes - Special Session is already on on STAR Plus and from February 10 we will be coming on air with Face The Press, an election special which will have politicians and prominent candidates being grilled by three journalists on Home TV. Karan Thapar will be anchoring the show. Soon a talk-show, Sareaam, anchored by Vinod Dua will also be aired. We are hoping to get a slot on DD for this show. The concept of this show is unique. Instead of the normal panel which sits apart from the audience, this will have the panelists amidst the audience. It will be a very informal discussion.

How did you establish such a good rapport with Karan Thapar?
Previously, Karan Thapar was the programming head at Home TV. Since we have quite a few programmes on Home TV which were started when Karan was there, we established a good rapport. Then we decided to make some serious programmes and felt Karan was the right person. We approached him and to handle them the deal worked out just fine. Karan as you know won the Screen award for the Best Anchor In A Talk Show for In Focus.

From just one serial Bandini on Mumbai Doordarshan a decade ago, to half a dozen serials on DD as well as other satellite channels, you have emerged as one of the leading software companies in the country. How did all this come about?
When we first entered the tele-circuit, we were aiming only for a slot on Doordarshan. But in 1987 we did not get approval from Mandi House, so we decided to make Bandini for Mumbai DD. The serial was immensely popular and we followed it up with Paramveer, Sansar, Dhananjay and Aakrosh. When DD2 was launched, we made Hello Inspector with Ramesh Bhatkar. It was a runaway success. With the advent of Zee, we landed the opportunity to develop and create the very first Hindi serial for them. That was how Commander was made, it ran for three years. When we took over Philips Top Ten, which had lost out on ratings because Satish Shah had quit the show. We took it up as a challenge and succeeded in reviving the popularity of the programme. I guess, it was our determination, dedication and the fact that we were always ready to take risks that have made us what we are today.

Philips top ten was doing very well on Zee.
So, why did you suddenly shift to DD Metro with All The Best?
We had a slight problem with Zee. We had great artistes like Shafi Inamdar and Swaroop Sampat working with us on this countdown show. They had been very co-operative and made the show a mega success. So, I thought it was perfectly justified when after 52 episodes they wanted a small raisein remuneration. But Zee refused to oblige. As a result, we were forced to take our show to a more amiable DD Metro. But let me make it clear that we are grateful to Zee for giving us name and fame.

Why then aren’t you making anymore programmes for Zee.
For that matter you’re also not doing anything for Sony.
They are the two leading satellite channels in India?
We have no problems working for these channels. It’s just that nothing has materialised so far. The fact that we had no problems is proved by the fact that Zee had launched EL TV we made two serials Teri Bhi Chup Meri Bhi Chup and Silsila for the channel.

Don’t you think sitcoms like Kabhi Idhar Kabhi Udhar, h
ospital dramas like Khamoshee and serious talk shows like In Focus which are on Home TV would get better ratings if telecast on more watched channels like STAR, Sony or Zee?
First, let me make it clear that our first priority is Doordarshan. It is the country’s premier and most watched channel. No other satellite channel can claim DD’s reach. Even among the satellite channels we agree that Home TV doesn’t reach as many people as the other three but its platform is Pansat 4 which is the same as Sony’s. It has a great reception and I am sure one day this channel will definitely pick up.

Shriman Shrimati which was aired on DD Metro on Tuesdays 8 pm went off the air for sometime before returning on Fridays on the same time slot. Why the brief hibernation and change of slot?
Shriman Shrimati was one of the topranking sitcoms on Metro. We had been given a sanction for 104 episodes. But then DD suddenly decided to discontinue long-running programmes. Shriman Shrimati was abruptly taken off the air. A number of programmes that were discontinued around the same time went to other satellite channels. But we did not, even though as many as four channels approached us for Shriman Shrimati. Later, DD wanted a programme for the Friday 8.00 pm slot but there were no takers on that slot because the programme would be up against film-based programmes aired on regional channels at that time. It would also have competition from Close-Up Antakshari on Zee. DD was thinking of giving the slot to a commissioned programme when we expressed our willingness to take that slot for Shriman Shrimati. We thrive on challenges and vying for viewership against regional film-based programmes was one of the greatest challenges we have taken on. And the sitcom is still running successfully on Metro.

You have covered almost all the genres of programming including daily soaps and talk shows. However, surprisingly,
you haven’t experimented with a mythological even though they have proved to be chart toppers and big grossers?
(Laughs) There’s no God left on whom a mythological can be made! No, seriously we never thought of making a mythological. In any case, they are not very popular. The ratings have taken a beating. There are too many mythologicals on air now.

Whenever you launch a programme
it is preceeded by a mega promotional campaign.
Why do you give so much importance to publicity?
In today’s scenario where so many programmes on so many channels are competing for attention, publicity is crucial if you want to catch the viewers’ eye. That’s why when Waqt Ki Raftar was launched we put in front page ads in 36 leading dailies throughout the country. Simultaneously, we had promos running on television. A serial is like a consumer product. You have to sell it heavily if you want people to buy it. Of course, the promotional campaigns have to be backed up by good productions. We ensure that in every programme of ours.

You have launched a Marathi daily,
Damini on Mumbai Doordarshan at a time when
even Marathi serials on primetime slots are not commercially viable?
We cannot be governed by commercial viability and profitability everytime we make a programme. We like to have a lot of firsts to our credit and set a trend. In any case there isn’t much money in the entertainment industry today as people seem to think. Damini may not be a commercial success but it has been very much appreciated by the audience.

You went public a couple of years ago?
What was the reason and how was the response?
Yes, Sri Adhikari Brothers became a public limited company two and a half years ago, and to date we are the only public limited television company in India. We wanted to expand our activities and go beyond television in the entertainment business. We got an overwhelming response. The issue was oversubscribed 41 times.

You recently launched a programme Made In India on DD1 to commemorate 50 years of India’s independednce.
Was it just to jump on the bandwagon?
We are an indigenous Indian software company. We have shareholders all over India. So, we wanted to do something in the golden jubilee year of independence. But our viewers will not sit through a serious programme. If you convey the message of unity through a fun-filled programme there’re chances that it will be a commercial success. The programme was approved by DD in August but it is not a commissioned programme. We are paying a minimum guarantee of Rs 30 lakhs for Made In India.

Shekhar Suman is there on every other channel almost everyday.
What made you choose him to anchor this show?
Shekhar Suman is a brilliant artiste. He looks very presentable. Moreover, he’s a good person. However, whether we will retain him in the forthcoming episodes or not will depend entirely on viewers’ feedback.

Besides Shekhar you have Satish Shah in All The Best.
Reportedly , he is the highest paid television actor today.
Keeping him on must be a costly proposition?
I don’t agree that my actors charge exorbitantly. On the small-screen the banner is the star. Actors are taken on only if they suit the concept and that was the only reason why Satish Shah is in All The Best.

You directed one film Bhookamp under your banner which marked Mohan Joshi’s debut in Hindi films. But after that you haven’t announced any film. Is this because Bhookamp was a disaster?
Gautam Adhikari: Not at all. In fact, I am planning to direct another film soon. We did not make another film because I couldn’t hit upon a good subject. But once we found an interesting subject we got busy. But I would not like to disclose too many details about this project right now. Wait and watch. I am also directing a telefilm which will be premiered on DD.

What are the company’s future plans?
We are in the process of tying up with an international company. But we won’t be producing any programme in collaboration with them like other software companies. We will be providing the knowhow and exporting our shows to other countries.

Some producers say that once a banner is established, it is easy to get sanction from DD. Are you being favoured by DD?
Those days are gone. Now one has to prove his credibility with every programme. Only 5 - 6 serials on prime slots on DD today are made by established banners, The ratio is negligible when you consider that DD has around 28 primetime slots. It’s an open market and every producer has to prove that his programme will sustain in the long run. The question of favouritism just doesn’t arise.