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Soaps will remain staple diet on STAR: Samir Nair (INTERVIEW)
By Subhash K. Jha, Indo-Asian News Service

Mumbai, April 8 (IANS) Samir Nair, the new CEO of STAR Entertainment India, denies reports that his work area has been redefined because of the growing animosity between him and his colleague Peter Mukerjea.
       

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"I don't think it's entirely true. In order to be efficient and productive we needed to be more focused. When in a company of our size everyone does everything then no one really does anything. We now have our specific areas of activity."

Talking about his rivals carping about Ekta Kapoor's monopoly, he told IANS: "She's got a lion's share of the programming because she has been one of our most successful producers.

"In recent times we at STAR have a 26 percent ownership at Balaji Telefilms. So the more shows Balaji makes, the better for us."

Nair, who is going to tie the knot for the second time April 16 with his colleague Sanvari Alagh, has no plans of leaving STAR.

"At the end of the day when you have done your bit for the growth of an organisation you might as well nurture it and watch it grow further," he said.

Excerpts:

Q: You have just been promoted in a major way at STAR. What does it entail?

A: It is quite simple. STAR TV in India is in expansion mode. There was so much to do. And not enough focus on specific areas. My area of functioning has been essentially restructured to focus on specific areas and distinctive requirements of the channels.

As COO, I was any way looking into the Internet and wireless. But now I have been promoted, so I report directly to the STAR headquarters in Hong Kong. So it's a whole lot of decisive power. But also loads of added responsibility. I have to cope with more fragmentation, competition...Life gets more complicated.

Q: It is believed that STAR decided to streamline Peter Mukerjea and your areas of activity since the two of you were always at loggerheads.

A: I don't think it's entirely true. There's so much to be done. In order to be efficient and productive we needed to be more focused. When in a company of our size everyone does everything then no one really does anything.

We now have our specific areas of activity. I need to continue into channel growth and also start new channels. We need to create high quality content in a way that we reach our consumers to the optimum. It could be on TV, computer, mobile...whatever. And we need to get into regional space, including the south.

Q: Are you happy with programming progress on the STAR channels?

A: One can never be content with the content... That's a sign of complacency. We are looking at new formats. We are looking to make smart moves in programming.

Q: What about rivals carping about your Ekta Kapoor monopoly?

A: It's not as if she hasn't proven herself. She has produced some of the most successful TV programmes. So, I wouldn't call it a monopoly. She's got a lion's share of the programming because she has been one of our most successful producers.

Now in recent times we at STAR have a 26 percent ownership at Balaji Telefilms. So the more shows Balaji makes the better for us.

Q: Would you say the dependency on soaps is lessening on satellite?

A: After six years of programming hegemony domination and what-have-you, STAR's success is seen as an unprecedented phenomenon in the history of world television. The complete dominance of soap has also been unique. That may change a bit. But soaps will always remain a staple diet, though the menu may get more well rounded.

Q: Are you happy with STAR's progress?

A: It's been a satisfying run. We have done a good job. By virtue of being the satellite leader, STAR TV has become like an institution of learning. So many people who have worked at STAR have joined other organisations. They brought their acumen from STAR into play elsewhere. There's a sense of pride instead of betrayal in this. As for me, I see STAR as home.

Q: Are you tempted to switch jobs?

A: No. At the end of the day when you have done your bit for the growth of an organisation you might as well nurture it and watch it grow further. Interesting things have happened in recent times, like the launch of the STAR One channel.

Q: Do you think satellite television's dependency on feature films has diminished?

A: Perhaps. But the demand for feature films is going to go through the roof. This whole retail revolution, with Mukesh Ambani and other big players getting into the movie business and the building of malls everywhere, will take the film business to a new high.

All DTS and broadband and satellite channels will require addition feature films. The five cornerstones of entertainment on television are... general entertainment, movies, sport, music and news. Movies are going to go through an exponential growth. If people thought Bollywood has gone through its golden run, they haven't seen anything yet.

Content and content creators are just entering their golden phase. The demand for high quality content will boom. Sadly not enough people are doing it.

Q: How will STAR fill the gap?

A: We want to continue to create and distribute content. As for producing films, STAR may just consider collaborations since we have so any movie channels. We'll increasingly exert our influence on movie productions in Bollywood.

You know satellite channel has never been out of the movie loop. When Amitabh Bachchan went on an extended sabbatical from acting between 1991 and 1997 our channels never stopped screening his films. So when he made his so-called return on the big screen with "Mrityudaata" our audience, who had never lost track of his films through satellite television, wondered what this 'comeback' was all about. For us in satellite television he had never gone away.

Q: Is there a sense of satisfaction?

A: STAR is a great learning experience. When I joined 12 years ago, I got a brief to do a half-hour programme for STAR Movies. We have come a long way.

Q: And now you are getting married for a second time?

A: Yes... Do we have to talk about this? I am getting married. So big deal. I am very, very happy. She's my colleague Sanvari Alagh at STAR. She was the executive producer on "Nach Baliye". She is very sweet. We are tying the knot April 16. It's a small intimate family affair.