We’re still at a point where long format content is dominating: Akash Sharma

CBS Studios International has once again licensed the India format rights for the reality competition series, America’s Next Top Model to Mumbai-based Bulldog Media & Entertainment. Produced by Bulldog, the second season of ‘India’s Next Top Model’ went on air on MTV on July 10, 2016 at 7 pm.

While Livon Serum is the Title Sponsor, Lakme and Airtel are the Co-Presenting sponsors. The show also has abof.com, and PC Jeweller as the Powered By sponsors, while Amanté is on board as the Associate Sponsor.

Commenting on the show, Akash Sharma, Co-Founder and Executive Producer, Bulldog Media & Entertainment, said, “We are immensely excited to bring the ‘America's Next Top Model’ format to India for a second season. Specially adapted for the Indian audience, ‘India’s Next Top Model’ looks for the fresh faces, one amongst who can be the next supermodel and make India proud on the global platform. In the US, the success of the franchise is evident with ‘America’s Next Top Model’ recently renewed for a 23rd season and we aim to replicate the same. We are proud to be associated with CBS Studios International and MTV India and are confident that this show will continue to open a new era of entertainment programming.”

In conversation with AdGully, Akash Sharma speaks further on the show’s format, its success, adapting international shows for Indian audiences, short and long format content and much more. Excerpts:

The last season was too bold for Indian television, how did you handle the criticism?
Bulldog has adapted ‘America’s Next Top Model’ keeping in mind core values of being international, cool, edgy, and innovative, which fits well with MTV. You can’t accomplish that without getting some level of criticism, it shouldn’t affect you.

How is the show different from last year?
For ‘India’s Next Top Model 2’, we have more reality and storytelling, highlighting the journey of the contestants. This is what hooks the audience. There are bigger and better challenges and photo shoots. Our contestants again are from all over the country, however, this time we have a taller mix of models who have a better chance of making in the high-stakes world of fashion modelling.

What kind of shows is Bulldog Entertainment looking to produce in the future?
Bulldog generally likes to stay in the innovative genres and away from typical song, dance, and talent shows. We are looking to bring back the ‘People’s Choice Awards’, which is a truly democratic award show different from what we have in India today. Also, I’m excited about the business genre which we are looking to produce a local version of ‘The Apprentice’, which is in its 15th season in the US and will be hosted by Arnold Schwarzenegger.

How does Bulldog adapt international shows with infusing Indian flavour in it?
First, we study the format of the original show and what makes it work. Then, we scan the environment in India and see what shows have already come in the same genre. Usually there are copy-cat shows in the Indian market which we analyse why they didn’t work. Finally, we specialise in marrying the top creative talent to our formats so we have the right masala in the adaptation. We ensure the creative team always has global insights and framework and are directly connected to international producers.

How do you plan and choose shows for India?
We focus on hit franchise shows that are successful in its original run, then expand as local versions across key territories around the world. I personally go to meet the producers and watch them film in their originally territory. For example, I have gone to watch ‘America’s Next Top Model’ shoot in Los Angeles several times and watched executive producers Tyra Banks and Ken Mok in action. Lastly, we strike a deal with the studio for a local version in India and start the journey.

Who are the stakeholders of Bulldog Entertainment? What are your future plans?
Currently, our stakeholders are myself and Ramit Bharti Mittal as Promoters / Co-Founders of the business. We continue to get interest from strategic investors and VCs as Bulldog has demonstrated product to market fit with our content mix in India. We are looking to expand our presence across TV and Digital media and continue to work with the top international studios and producers for the Indian marketplace.

What kind of target audience does Bulldog Entertainment look at while choosing its shows?
It depends on the format and platform. For example, for ‘India’s Next Top Model’, our target audience is mainly 18-24 Female AB cities. We have a much wider reach for that show on the digital platform both domestically and internationally. We expect to tap into a broader target audience for ‘India’s Next Top Model’ once there are both female and male contestants.

Do you have any plans to enter short-format content on digital platforms such as YouTube, etc.?
YouTube is a great platform built around the concept of subscription of fans and protection of IPR. There is also a robust monetisation platform for content publishers. We are also in talks for short-format content across home-grown OTT players in India as well as with key brands/ advertisers. We have also been contacted by several of the international OTT players which are present in the market.

Which format do you think is more suitable these days – short format content or long format?
I think we’re still at a point where long format content is dominating. However, with digital convergence, people are able to watch their favourite shows whether short or long format content on their favourite devices. So, it is up to the content maker to pick what projects they are passionate about and compel audiences to watch.