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Dheeraj Kumar’s initiation on the television scene dates back twelve years ago in 1986, when he started a partnership concern with fellow technicians and launched his first serial, Kahan Gaye Woh Log, based on stories of unknown freedom fighters whose names never figured in the history books. The subject was considered an unusual one, but the serial went on to become a great success. It also paved his way into the difficult alleys of Doordarshan, with the then I&B minister, Ajit Panja, giving the serial ‘The Best Historical Serial Award’. Adalat, a court-room drama, followed, as well as a series of programmes, for the morning and afternoon transmission in Hindi, Marathi and even Sanskrit. Sansar which went on to become the number one serial on the national network, giving DD a revenue of more than Rs 6 crores, was another milestone.

Not satisfied with just producing serials, in 1996, Dheeraj Kumar took the decision of diversifying into the marketing of television serials and feature films, a decision which paid off rich dividends for the company. Says Dheeraj Kumar, “It makes more sense to market your own serials, when you have a regular production house engaged in the production of serials.” The marketing division has successfully marketed all the serials of the company, apart from feature film marketing which proved to be a rewarding proposition with the company acquiring the rights of major films like Tezaab and Prem Rog which gave them rich dividends.

Next in line was the morning film song-based programme Rangoli with an altogether new cocept. Its marketing straegy proved to be successful as well. “With Rangoli we tied up with several clients wishing to advertise their products to get a unique two-way feedback where the viewers would send their valuable comments on what they liked and disliked in the programme. There were of course incentives and interesting gift packages for all of them.” But it was the marathon mythological Om Namah Shivay which put Creative Eye on a new high. The serial which was the work of nine years of intensive research and was made with rich production values went on to become a success on DD, which record TRPs. It was also a successful effort in marketing with sponsors vying with each other to book their advertisements. “It was like a Mahayagna, with 200 persons working day in and day out only on the project,” Dheeraj Kumar recalls.

To increase the reach of the serial and exploit it in the overseas market, the company tied up with Madhu Videotech, a reputed company in its own right as far as the television-rights of serials are concerned. “The idea was to reach out to countries outside India, since there was an audience there which had a great interest in our history and cultural values.” According to Dheeraj Kumar, there are two factors whch make a serial a success, its quality and the way it is marketed keeping the audience response in mind. Dheeraj is of the opinion that the company has succeeded in marketing only because it has also made sure that the sponsors have equally benefited in the deal. “Today the sponsors have become choosy and the market does not show interest if you consider just one programme, for which you buy time at a flat rate (also known as a stand-alone rate). They believe in a package deal, where you sell three different programmes, one with a high TRP, a second one with an average TRP and a third one with a low TRP and work out a package price (also known as the cost per rating price CPRP). Once the client feels that the CPRP is justified, he immediately reacts to your proposal.”

Then DD alloted T-Series a slot on its Metro channel for Shiv Mahapuran, whose concept and storyline were similar to that of Om Namah Shivay. There were reports that Dheeraj Kumar was quite upset with the whole experience. “I didn’t feel bad about Gulshan Kumar so much as I felt about DD. I definitely resented and protested against it. I was a little hurt as to how DD chose to show it at the same time, but it did not change the audience inclination towards Om Namah Shivay nor did it affect the marketing of the serial,” Dheeraj Kumar recalls. Right now, though it is a closed chapter for Dheeraj Kumar. “We have stopped looking at others now. We are concentrating only on how we can go ahead,” Dheeraj tells you.

A few months ago, the company took a major leap when it tied up with the Swedish company, Noord Asia Invfestment, which currently holds an equity in Creative Eye. “The company is already in to real estate, shipping and also has interests in Ericson, and now they have also come into the entertainment business for the first time with our collaboration,” Dheeraj Kumar says. The reason for the collaboration was to exchange technology for a state-of-the-art digital studio which will be operational later this year. “We are importing the hardware from them and they are also looking at the country as a market for Swedish television programmes, which they are planning to dub in Hindi.” Prior to this, Creative Eye was all set to go into the music and audio business. “But we decided that it would entail buying the music right of films and attending recordings which we were not prepared for immediately. Instead, we decided to go in for the recording studio,” Dheeraj Kumar explains.

Another ace up their sleeve is the diversification into sport programming, with DD selecting them as one of the members of the sports consortium. “This consortium which has been formed at the instance of DD for making sports programmes and following sports events, comprises UTV, STARCON, Nimbus Communications and Creative Eye.”

Unlike other television software houses (like Adhikari Brothers) Creative Eye hasn’t yet gone public. But it is now a full-fledged limited company with equity participation of a foreign company and has already floated internal shares. According to Dheeraj Kumar, the company is waiting for the right time to go public. “A few months ago the situation was quite grim. There was also a financial crunch in the market so we decided to play safe. But now, it shouldn’t be long before we go public,” he tells you enthusiastically.

On the programming front, Dheeraj Kumar is now working on a range of ideas, including another mythological which he describes as “really big and is bound to take people by surprise.” And the secret of his success. “Behind every successful man there is a woman. With me it is my wife Zuby Kocchar with whom it is a teaming of a lifetime.”