‘Nail biting finishes are exciting’ – Premjeet Sodhi, COO, Brand Programming Network

18 Nov,2012

Premjeet Sodhi, Chief Operating Officer, Brand Programming Network, states tongue in cheek, “J When men can’t find entertainment elsewhere, they finally come home and watch movies and cricket J.

Here he is in conversation with Ritu Midha of MXM India.


Do nail biting finishes excite you, or do they make you feel nervous?

Yes, Of course!! Nail biting finishes are exciting J.  In fact, even when I am myself involved in any activity and it tends to heighten to a last minute decision; the tension, the hectic activity… all are exciting.


As a professional what has been the most exciting moment of your professional life so far?

It is tough to just put down a single moment as the most exciting moment.. there are many such moments that have made me the professional that I am today.


What would the life be for you if there was no thrill in it

Life is all about making a difference and if there is no making  difference and no thrill, then I may as well be elsewhere…


Moving to people in general do Indian men look for entertainment only in movies and Cricket?

J When men can’t find entertainment elsewhere, they finally come home and watch movies and cricket J.


Would you say Action TV has come of age in India? What is missing?

I don’t think it has emerged as a serious segment so far at all.


Do you believe that a much larger base would view action TV, if it is in Hindi?

Action is not about any language for sure.. but if you are referring to dubbing…. It really has never worked for me..


Would Hindi Action TV be viewed by lower SECs?

Any programme in Hindi always reaches out to the masses and so even Action TV would get viewership from Lower SECs if in Hindi


Is thrill/adventure missing in Indian ads?

Humour has often been used a lot.. Thrill and adventure has been used but in limited brands..


Why do you think people are more involved when they are watching a serial/movie with element of thrill?

It is always the art of storytelling that engages audiences.


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