"Economy is going to decide the content challenges more than the Coronavirus": Manisha Sharma, Viacom18

The chief content officer of Viacom18 speaks about the programming challenges and changes in consumption behaviour post COVID-19.

Viacom18's general entertainment channel (GEC) Colors has announced the launch of a new show 'Ishq Mein Marjawan', which will air during prime time. It is one of the first new shows to hit the small screen since the television industry’s lockdown-induced hiatus.

Filming was banned in India, and GECs that otherwise aired a fresh episode daily, had to rely on archival content. Though fresh episodes and new shows have started hitting the airwaves, the consumption behaviour in Indian households has witnessed a major shift.

Earlier, the broadcasters knew that during prime time, i.e., after sunset till 11 p.m., female audiences kept themselves free to watch their daily dose of escapism. Manisha Sharma, chief content officer, mass entertainment, Viacom18, says that prime time and non-prime time, weekends and weekdays have all changed their meaning in the aftermath of the lockdown.

She fears that the television audiences have got busier with household chores, which could possibly take a bit out of the viewership pie. In an interview with afaqs!, Sharma speaks about the programming challenges and change in consumption behaviour...

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