Prophetic I Am

January 9, 2008

Three days after I write about Star Dial Karein, the concept actually makes it into real life:

The Indian subsidiary of Endemol Group, the creator of programmes such as Big Brother and Fear Factor, is introducing Call TV.

Under this, viewers will end up paying for the entire cost of production and airing through paying for participating in quizzes, game shows and prize shows, through phone calls or SMS text messages. Such calls and messages cost significantly more than normal messages and calls, thus generating significant revenues for the producer and broadcaster.

“We plan to launch the Call TV format in India soon,” says Marco Bassetti, chief operating officer, Endemol Group. “Such shows will be of immense interest to broadcasters because they don’t have to pay for the content, yet they generate revenue out of it. Call TV is going to be big area for us in the coming years.”

 Endemol already has several Call TV shows outside India, including Participation TV in Holland, where viewers pay for interacting with the channel and funded nearly 15 hours of programming each day. Endemol claims Participation TV generates around 100,000 call minutes a day.


Rakhi Sawant, however, has not commented on this yet.