After the break

Mumbai: Now that the Rupert Murdoch-owned Star TV India and NDTV, the Prannoy Roy-promoted content and news producer for the Star News channel, have decided to part ways since the latter's contract ends in March 2003, questions have started emerging as to what NDTV will do in the future and how Star will replace NDTV.

Speculations that the two are ready to part ways have been doing the rounds for a while, but no decision has actually been taken.

On its part Star TV says the programming for its news channel will be done in-house after the departure of NDTV, but Star officials also say the channel's post-NDTV strategy will result in a major change in the Hindi-English programming mix for its news and current affairs channel. In fact, Star intends to do away with the English content and will focus on becoming an exclusively Hindi language channel.

Star India, which broadcasts a number of channels, is looking to create a wide-spectrum news and entertainment channel, which will have, along with hard news, entertainment and showbiz. It hopes that these measures will give it larger audiences than it currently has.

Analysts say this is in response to the immense popularity enjoyed by Aaj Tak and Zee News channels in northern India. The news channel will be headquartered in Mumbai after NDTV quits the scene.

Star India CEO Peter Mukerjea says at not cost will the decision reflect on the quality of the news programming provided by NDTV. “Talks are on between Star TV and NDTV to redefine the relationship.“ In 1998 Star TV had entered into a five-year contract with NDTV for the exclusive production of news for the Star News channel.

The grapevine has it that there was some heartburn among Star executives over the contract fee of $15 million (Rs 70 crore) paid out to NDTV every year. With some Star executives terming this as 'excessive,' it has been an issue of considerable internal argument in the company.

As for NDTV, officials at the organisation say NDTV is working towards broadening its range of content to include more than just news and current affairs-based programmes. NDTV World, NDTV's wholly owned subsidiary, will be in charge of the programming.

NDTV president Dr Prannoy Roy said providing entertainment programming content to various channels will be the company's new focus area for the next couple of years. He said this at the preview of Jeena Isi Ka Naam Hai, a new celebrity show that NDTV World has produced for Zee TV.

In the past NDTV had produced two non-news based shows - Chuppa Rustam and Ji Mantriji - and the company does not rule out producing entertainment programmes of all genres. Roy has said that the company is also open to providing content to all channels that are in need of it. But Roy apparently does not want to talk about NDTV's past, present or future relationship with Star India.

Industry watchers say NDTV's decision to venture into entertainment-based programming is probably the first step that it is taking to prepare for 'Life after Star.' Jeena Isi Ka… goes on air from 22 March 2002 at 9 pm prime time on Fridays. The company has planned 52 episodes of the show.