D'Silva expands TV pleasure

Gulf News: With the free-to-air television market becoming more attractive, what does this mean for viewers and advertisers in the Middle East?

D'Silva: With new channels coming in; there are more options for the viewer. We believe that there is a huge audience out there and viewership can only grow.

This also means more bang for the buck for advertisers. With more options in the market they aren't forced to spend only on the preset list of a few channels. This ultimately translates into more value for both the viewer and the advertiser.

Gulf News: With the advent and prowess of the online medium, there is a significant rise in piracy of content and blatant infringement of copyrights. Why do you think this is?

D'Silva: Lack of free quality alternatives on television has prompted more people to go online. This reinforces the case for bringing in varied content, which will appeal to broad cross sections of the audience.

Gulf News: Is it easier to move into and consolidate in a virgin market like the Middle East?

D'Silva: We don't consider this a virgin market. With 300 plus channels it certainly doesn't deserve to be called so. But there was a distinct gap in quality English-language entertainment for which there is a huge demand.

Gulf News: How is programming content decided in the region and what are the considerations taken while identifying programming content? What genre is most popular in this region?

D'Silva: While there are unique characteristics to each market, there are many common preferences also. Any programming decision is taken by combining these two points. We can't pinpoint any specific genre but generally shows with high production values and stars have a huge appeal.

Gulf News: Given the current economic downturn, how do you think this will impact the home entertainment business?

D'Silva: While we are affected because of the downturn there are huge numbers of people tuning into our channels. While the current global economic scenario could be seen as a problem, it's also a big opportunity.