Press Release

Channel V brings BBC Worldwide's My Big Decision to India

8 January 2012

The format of My Big Decision is owned by Love Productions, a UK-based independent production company set up in October 2004. The format is licensed internationally by BBC Worldwide.

BBC Worldwide Productions has joined hands with Channel V to bring the international format My Big Decision to India.

For the record, the format of My Big Decision is owned by Love Productions, a UK-based independent production company, set up in October 2004. The format is licensed internationally by BBC Worldwide.

The format is based on the theory that young people today are growing up faster than ever before and are making adult decisions sooner than their parents would like. Tweaked to suit Indian sentiments and focussing on the youth, each episode of My Big Decision will be centred on a hot and debatable issue. This will include the dilemmas in the lives of youth across the country, ranging from liposuction to college drop outs, and even sex change operations.

Myleeta Aga, general manager and creative head, BBC Worldwide Productions India, says, "My Big Decision is ahead of the curve, no holds barred, brutally frank, and emotionally wrought. We believe this series will have viewers rooting for and identifying with the youngsters onscreen. The show has an un-scripted 'cool' factor -- you never know how something is going to turn out because these are young people who are fighting for an identity of their own."

Hosted by Sandhya Mridul, the show, created in a chat show format, will trace the lives of 14 young contestants, whose aspirations rely on their decisions.

The contestants will be made to set out on a journey to discover themselves. They will be gradually exposed to a series of events and encounters, which are expected to bring them closer to reality. The contestants meet third party experts and opinion makers, who either condense or strengthen their confidence. Building up to an environment of curiosity and anticipation, the contestants finally declare their decision to a spectrum of audience, who witness the entire journey from the studio.

Speaking about the show, Prem Kamath, executive vice-president and general manager, Channel V, says, "My Big Decision is an endeavour by Channel V to guide the youth who have to make such larger-than-life decisions due to various influences. The show has been conceptualised on the premise that the youth is dabbling regularly with issues that nobody wishes to address."

The one-hour show will be launched on January 14, and will be aired on Saturdays at 7 pm. Initially, the show will run for seven episodes, with two participants in each episode.

Will the show work?

Many youth channels have now stepped into the bold zone in a bid to tap into their core audience segment. UTV Bindass showcases bold shows such as Emotional Atyachar and Big Switch, while MTV has shows such as Splitsvilla.

"Currently, all youth channels are taking steps to handle various youth issues, which are also being tackled in a very bold manner. However, it really needs to be seen how My Big Decision tackles these bold issues. India is not yet ready for stark boldness, and therefore, if gone overboard, the attempt can have an adverse effect," says Anita Nayyar, chief executive officer, Havas Media South Asia.

Amit Ray, media consultant and ex-president, Lintas Media Group, finds the concept and its placement at 7 pm interesting. He notes that Channel V is more metro-centric, and therefore, its core TG (target group) may not be home at 7 pm.

"In fact, the repeat show should be able to generate more viewership from its core audience. Nevertheless, the show can attract amongst parents, especially mothers, who can choose to sample the show before moving onto their primetime engagements."


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