Character & Entertainment Entertainment Licensing TV Series Licensing 

The Era of Emerging Reality Shows and Licensing in India

With changing trends around the world, even the TV industry has adapted to the new trends. The Saas Bahu Sagas have been sloping down and there has been a push to the Reality Shows.

The popularity of the Reality shows has added a new dimension to the media. Every other day you would find the launch of a new reality show. Have you wondered why TV networks keep coming up with new Reality shows? It’s because Reality TV is real good money maker.

The shows like Big Brother, The Apprentice and Survivor were known to us much before. The content in the International television channels attracted the then youths and has continued till date with minimal efforts for its sustainability. The trend in the content followed for over a decade and a half by all the national and regional channels across India, nevertheless are inspired by the reality shows on the International television channels.

Indian Reality shows are today wide spread in talent hunt of the participant and catering viewers of all ages across all genres; while the business has various perceptions in entertaining the audience and satisfying the advertisers, on a mutual win-win situation.

At some point, the Reality Shows also tend to see a shrinking audience and when that happens, it affects the revenue of the show. That’s when Brand Licensing and Merchandising can actually help you. We list out 5 Famous Indian Reality Shows and how they expand their licensing and merchandising programs:

  1. Kaun Banega Crorepati (KBC)

An educational quiz based reality show hosted by Amitabh Bachchan. Its concept is based on the UK game show of ‘Who wants to be Millionaire’. The Marathi version of KBC ‘Kon Hoeel Marathi Crorepati’ promoted the game by distributing merchandise like branded t-shirts, key chains, wall clocks, etc. The show too earned a lot in terms of branding, sponsorships and a sizeable amount of revenue was received from licensing and merchandising.

  1. Bigg Boss

The current telecast of Bigg Boss Season 10 shows that this show still got its viewership and fans. Bigg Boss, based on the original Dutch format Big Brother created by the Netherlands-based TV production company Endemol, is a lucrative platform for advertisers and brands as it reaches hundreds of millions of Indians, all potential customers, during prime time television. In 2014, Snapdeal had launched a special virtual Bigg Boss house on their e-commerce site for its fan for the official licensed and merchandised products.

  1. Indian Idol

Indian Idol, the Indian version of the singing reality show ‘American Idol’ too had its share in licensing and merchandising. In 2010, Reebok, one of the world’s leading sportswear brands, in association with Indian Idol 5, had introduced an exclusive merchandise line: The Reebok Indian Idol Collection. The collection was launched by cricketer Iran Pathan.

  1. MasterChef India

MasterChef India is a competitive cooking show which is based on the British MasterChef. Endemol Shine – producer of ‘Masterchef’ and ‘Masterchef Junior’, had extended its brand licensing last year with Unibrands and Wicked Cool Toys to develop a kitchenware line inspired by the popular FOX franchise.

  1. Fear Factor: Khatron Ke Khiladi

Based on US show Fear Factor, the Indian version of it is hosted by ‘Bollywood Khiladi’ Askhay Kumar. Originally the series was launched on Sony TV networks later in 2008 it gave its rights to Colors TV. Later on Colors amplified the reality stunt based show by launching a 3D interactive game based on the show and gave its audience gifts via contests. Khatron Ke Khiladi – Darr Ka Blockbuster also featured some in-app purchases including merchandise such as shoes and track suits for their avatars with the bonus that they earn.

In India, the licensing and merchandising business in reality show might be the next hot wave in brand licensing. It is time we keep an eye on our favorite reality shows to know the industry trends always.

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