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November 02, 2007 14:16 IST
With drop in percentage of viewers for general entertainment channels and an increase in demand for specialised news and documentary channels, Indian entertainment and media industry is all set to go local and audience specific.
With the last six months seeing the launch of more than 10 national channels including entertainment, lifestyle, news and with more in pipeline, media houses are now coming out with various channels specifically targeting niche audiences.
"The viewer is becoming more discerning and have started demanding more. As many household buy a second and third TV, the viewers get split and each look out for their own interests. If you go by TRPs then the the audience for general entertainment has actually come down and hence there is a huge gap between demand and supply," says Shantonu Aditya, Executive Director UTV Global Broadcasting Ltd.
UTV, which recently launched two channels 'Bindaas' targeteing the youth and 'Bindaas movies', plans to launch two more channels in the next two months.
"We are coming out with World Movie channel which will bring movies from across the world and not just Holyywood and also a Hindi movie channel in the next two months," adds, Aditya who is also the Chief Executive Officer, V&S, an affiliate of UTV.
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