TV broadcasters in firefighting mode—again
Many channel executives had virtual meetings with producers on Tuesday night and on Wednesday to get updates on the status of content generation and also with their top advertisers to inform them about the supply pipeline, ET has reliably learnt.
While the top four networks – Star & Disney India,
, Sony Pictures Networks India and Viacom18 – have one to three weeks of fresh episodes of shows in their banks, the smaller networks or independent channels don’t have more than three episodes ready, according to officials.
“One of the good things that the top broadcasters learned from last year’s lockdown was the importance of having fresh content available,” said a top TV executive. “Gone are the days when we used to get the tapes of the shows on the day of the telecast. Now everyone insists on 10-15 episodes in advance.”
Most of the top channels currently air 8-10 shows during prime time (7-11 pm). Weekends are usually for films and reality shows, while repeats of prime time shows are run during the day.
“Many of us will have 10-15 fresh episodes of at least six-seven shows. So we will manage for another two-three weeks. Problem will be if Covid doesn’t get into control and the lockdown/ban extends. Then it will be a problem,” said another TV executive who did not wish to be identified.
However, even with a few episodes ready, one week of repeat telecasts will make advertisers withdraw ads or ask for heavy discounts, said an ad sales executive.
Meanwhile, some broadcasters are assessing various options, including taking shooting crews outside Maharashtra, which may not be viable for everyone.
