“Indonesians feel a certain cultural closeness to Indian mythological tales. The differentiation in programming and consistency of content, combined with high production values, ultimately worked for ANTV. Prime time television has traditionally been skewed towards run-of-the-mill cinetrons, reality TV, horror and locally dubbed Bollywood movies. “Within 9 months, the average channel share of ANTV moved to 16.3 and at its peak also managed to unseat the No. “Before Mahabharata, the average channel share of ANTV was 6.2 while the top position was held by SCTV was at 14.7,” explained Nitin Kumar, technical advisor (trading and investment), Maxus Global Indonesia. Today the channel hobnobs with the topmost Indonesian GEC channels such as RCTI and SCTV. 6 position in the US$1.5 billion Indonesian television industry.īuilding on this success, ANTV has followed Mahabharat with other Indian mythological shows such as Mahadeva, Jodha Akbar and Shakuntala. The gamble paid off in a big way for ANTV, which until the middle of last year was struggling to keep its No. The risk? They aired it in a predominantly Muslim nation during prime-time in March last year. Possibly inspired by this risk-taking, ANTV, a free-to-air television channel owned by the Indonesian conglomerate Bakrie Group’s Visi Media Asia (VIVA), bought the rights to the popular series from Star Plus India. A game of dice plays a pivotal role in the great Hindu epic, Mahabharata, as it changes the fortunes of its protagonists and sets in motion one of the greatest wars fought in Indian mythology.
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