Odisha’s most popular channel, MBC TV, has come up with its new logo on March 12th, 2017. The momentous event is part of MBC TV’s evolution as the most loved channel in the state and will be in tune with the changing times. MBC TV’s new logo is contemporary and fuss free, in a way symbolic of all that the channel stands for.
MBC TV has made dramatic strides since it went on air on May 9th, 2011 and has grabbed eyeballs in Odisha and beyond by sheer commitment to quality and viewer tastes.
The Channel is led by its dynamic young man Sagar Mishra, a feisty youthful business school graduate who chucked up a cushy MNC job and jumped into the Television business only because of his love for the world of media and entertainment. Under his leadership the channel has redefined TV viewing in Odisha with a thoroughbred team of professionals under him.
On the backdrop of MBC TV’s new logo and refreshing content launch, Sagar Mishra briefed on his plans for MBC TV exclusively to tvnews4u.com in its StraightTalk segment:
- Could you brief us about the spread of Broadcasting Business in Odisha Market and where does MBC TV stands in it…? (General inputs about the market / About the Channel’s popularity / Distribution Reach etc…)
Ans: The scenario of Broadcast Industry in Odisha is quite upbeat. Going by the number of channels that have come up within the last decade, one can assume that there is a steady increase in the viewership base.
MBC TV is one up on others because it caters to a wide range of viewers through its cross-genre programming. We have done exceptionally well in grabbing eyeballsas MBC TV’s form and content have gone down well with the viewers.
However we do realize that we have to go a long way in many areas. Our focus is now on rural viewers and our programming is also being tailored to suit the target audience. The channel is available across major DTH and MSO platforms. Besides, the channel is beamed into thousands of homes beyond Odisha and India.Thanks to the 24×7 live streaming that is available on our hugely popular website.
- Your channel seems to be packaged heterogeneously with a mix of Currant Affairs, Infotainment and General Entertainment…. What is the strategy behind it..?
Ans: The strategy was simple. We realize that Odisha is a Tier III Market and the ad pie here is limited. We could bring in the viewers to our channel only through a mix that took care of the tastes of a cross section of viewers. And I am pleased to inform you that the strategy has paid off. Odisha as you would appriciate is one of the most beautiful states apart from being a potential economic powerhouse. The idea behind MBC TV was to package all that is positive and vibrant about Odisha. Our programming and news content is a reflection of that idea and you will notice that we avoid frills and fuss while presenting our news and our programs have a distinct Odia flavor.
- After the New Logo launch, MBC TV is gearing up for refreshment in packaging and programming line-up… Could you take us through the plan of action..?
Ans: MBC TV is an evolutionof an idea. The channels growth has been in tune with the times. So we always have a contemporary package on offer for viewers. MBC TV will continue to follow the same path of changing and growing. As said earlier our focus is now on Rural Viewers.
- What made you to quit the cushy MNC career and dive in to television business..?
Ans: It was a considered decision because I was required to take a call on my career at a crucial time. But what weighed in favour of my decisionto take the plunge into mediawas my innate love for media.I have given around a decade to my career in MNCs and was beginning to develop a been-there seen- that kind of syndrome. It was the best things to do at that time. For once you are in media you realize you haven’t seen nothing and haven’t been nowhere. Every day is a discovery, every moment a revelation. Ha ha…!!!
But I must say I haven’t regretted my decision..Actually it hepled me a lot to develop an MNCs like culture in a regional media house. Our Channel has found a place in the sun within a short span.Thanks to my family that stood steadfastly behind me and my colleagues who put in the best to give the channel an unassailable lead over its rivals.
- Odisa Market has seen the entry of Big Broadcasting Networks in News and GEC segment, How do you manage to take them head-on with a standalone independent network like that of yours..?Do you have plans of partnering with bigger broadcasting networks, who wish to explore Odisa Market in near future..?
Ans: We are open to all kind of possibilities. With many large networks making a beeline for the state, it should augur well for the industry. Especially in a sector where the OPEX is always on the higher side, one can always do with investors who have national exposure and network. Besides it would add value to our channel as we are keen to expand our network and horizons.
- Your take on Viewership pattern in Odisa Market in terms of Hindi & Other languages vs Odisa
Ans: Hindi GEC channels continue to rule the roost in the Odisha Market. But that is mainly because of the sleek production of their programs and mega-serials. Also Odisha is a Hindi speaking State. Most of the people understands Hindi here. So Viewers have a choise to watch Hindi channels and they compare with odia channels. Frankly production quality in Odisha leaves a lot to be desired. I am pained to say this because I am aware of the huge talent we have in all departments of the broadcast medium.
- What is the Viewership divide pattern between GEC vs Non GEC…?
ANS: GEC-80% and Non-GEC 20%
- Will this market stand to gain from the final phase of cable digitization drive? What will be your share in it..?
ANS: Yes the state is fully prepared for the final phase of cable digitization. Many LCOs in rural have received provisional MSO License to operate in the sate. Alsofew LCOs tied up with some major MSOs. Ministry of Information & Broadcasting, Govt.of India is also conducting seminars and workshops for the digitization in the state. Many national playes entered and penitrate in this market and taking advantages of the cable digitization drive.
- Given the smaller size of the Market and Volume of Business involved…. Don’t you think that the State and Centre should treat Regional Language Broadcast Networks under a special status, when compared with HSM players in terms of taxation and sops..?
ANS :Yes I think the State and Centre should treat Regional Language Broadcast Networks under a special status in terms of Taxation etc. Most importantly Centre should consider a fix pricing for carraige fee paid to the Distrubutors/MSOs/DTH etc according to their subscriber base. As Distribution cost is always a major challenge to a Broadcaster and there is no uniform pricing.
- Your long term plans for MBC TV…?
ANS : Well My dream is to see MBC TV have national and global footprint. I know we are faced with immense odds at the moment. But I am optimastic about the prospects.It is certain that the broadcast industry will be back on the rebound soon and once that happens, we can translate our dreams into reality. I would like to see MBC TV being broadcast in a variaty of languages especially in Hindi and English.
