Star India’s Gurjeev Kapoor on Strengths of Indian Content

NEW YORK: Gurjeev Kapoor, the president of international business at Star India, discusses with World Screen the company’s catalog and how widely Indian programming is traveling in the global marketplace.

WS: What makes Star India’s content resonate with viewers across the globe?
KAPOOR: Powerful stories make a lasting impression. They move us irrespective of culture and geographies, and this is the reason why Star India’s content has successfully traveled to more than 100 countries across the globe.

The contemporary approach to our dramas enables them to cross over cultures and engage with audiences worldwide. They are not just popular in Asia, Europe and the Middle East but also in Turkey and Latin America—markets that are traditionally considered to be extremely strong with locally produced content.

The initial response to our show Saraswatichandra (Saras & Kumud), which is currently on air in Chile and Panama, has been phenomenal. Last year, Iss Pyaar Ko Kya Naam Doon (Strange Love) became the first-ever Indian drama series to have aired in Turkey and was hugely successful, too.

Besides the hugely successful dramas, Star India also possesses a repertoire of the biggest Bollywood blockbusters that have a wide global appeal.

Star also regularly collaborates with local partners to drive deeper engagements and ensure a holistic brand experience. Our viewers in Turkey, Thailand and Indonesia have been a part of these immersive experiences, which drove a lot of positive conversations across local and social media, adding to the viewership metrics. Clearly, we have developed successful partnerships here and hope to leverage this further to drive growth.

WS: What are your priorities for 2017?
KAPOOR: Inspiring a billion imaginations is central to Star India’s DNA, and stories that influence and impact will continue to be a part of our narrative. Our new catalog, across contemporary and costume dramas, has a greater focus on stronger roles for women, who are surging ahead with a desire to influence and impact the world but are frequently held back by social stereotypes.

Some of the key shows include Ishqbaaz, Pardes Mein Hai Mera Dil, Chandra Nandini and Naamkaran. These have enthralled audiences in India and are well on their way to winning hearts worldwide.

Given the interest, we are also looking for partners to drive this content in new markets and remake a few of our fiction and nonfiction formats as well.

WS: What are some of the program highlights for MIPTV?
KAPOOR: Star’s diverse catalog of content showcases inspiring characters across genres. These inspiring stories have helped us engage with audiences worldwide, and our new slate of shows will continue to push the envelope on themes that are important and relevant.

Naamkaran is an emotional drama that revolves around the story of a little girl who in her journey to shed her illegitimate status carves a niche and a name for herself.

Chandra Nandini is the timeless story of Chandra Gupta Maurya, the first ruler of the powerful Mauryan Empire, and his lady love, Nandini, the brave and courageous daughter of his arch nemesis, who come together under extraordinary circumstances. Currently the biggest costume drama in India, it is helmed by one of the biggest Indian production houses and has set new benchmarks in production in India.

Pardes Mein Hai Mera Dil is the story of Naina, a determined young woman who overcomes challenges to inspire her husband, Raghav, to discover his full potential.

Ishqbaaz is a riveting drama produced by the makers of our globally popular series Iss Pyaar Ko Kya Naam Doon.