“Returns are much better in associating with regional shows than national shows”: Madison’s Dinesh Singh Rathore

An interview with Dinesh Singh Rathore, CEO, Madison Media Omega. This article is part of a series that looks to capture the goings on in the world of media planning and buying.

Reality shows in India have come a really long way. Back in the 1990s there was only Sa Re Ga Ma on Zee TV. But now every channel has its own tentpole property and the audience is spoilt for choice. From Kaun Banega Crorepati on Sony TV to Bigg Boss on Colors, these shows have only gotten bigger and grander with every season. Newer formats and subjects are also entering the space. Some years back there was MasterChef India that brought a cooking reality show to India and now with Shark Tank it is a business show.

While the shows are becoming bigger- both in budget and reach- the ratings for these shows have been steadily declining over the years. Yet we see brands jostling for brand integrations and advertising space. In the second interview of our series on media buying trends, we speak to Dinesh Singh Rathore, CEO, Madison Media Omega, to understand the world of reality shows on television.

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