Interview with Rajan Singh, Digi Media Global
You left Star TV after four years, taking the network internationally to new heights, how did it feel to be leaving?
A little apprehensive, but extremely excited that after 20 years in Asian TV and corporate life I was on my own knowing there was no corporate financial back up supporting me. At my age, it is possibly the biggest risk I have taken.
You have been behind many successful events and after leaving Star TV, you are continuing your legacy in three areas you enjoy most – events, TV and sport – tell us about your upcoming plans?
Most of you will know about the Asian Viewer Television Awards, which I think will set the benchmark for Asian viewer�۪s awards where the viewer counts and the awards will be respected for transparency. I am now consulting for a number of non-Asian channels which brings its own new challenges and excitement. Also, I am going to be announcing details of a sporting awards, working alongside my partners Sporting Equals and this again will be break new grounds. Along with all of that, I am working on a number of new projects which are completely new to what I have been used to in the past.
[quote]My love for events and the mutual respect within the broadcast industry between suppliers and myself helped with the creation of these awards.[end_quote]
The first mega event you have organised with Digi Media Global is the Asian Viewers Television Awards, how did this come about?
I have always seen a gap in the market for this kind of awards ceremony. My love for events and the mutual respect within the broadcast industry between suppliers and myself helped with the creation of these awards. This event is long overdue with the number of Asian channels now in this country, it was just a matter of time before these awards came about.
Is the event going to be open to the public to attend?
Due to the restricted numbers and already huge amount of interest, there will be limited places for the public bearing in mind there will be corporate sponsors, partners and celebrities present. Once that is taken into account it doesn�۪t leave too many spaces, but next year I aiming to make the ceremony more available to the public.
With it being the first ever UK Asian television awards, how are you planning to make it stand out?
It will have the Rajan Singh stamp on it of course!!
Fans of Asian TV have been querying about the kind of stars who will be flying over from India, can you release any information on this?
All the nominees who have been shortlisted will be invited. Whether they accept or not will be at their discretion, but what I will not be doing is just inviting the winners. I want to be as transparent as much as possible because to me it�۪s not who wins, but the transparency and respectability of the awards. What I care about the most is that the television viewer is acknowledged, because without them there would be no television stars or channels.
[quote]Unfortunately, most Asian TV channels will end up becoming sales houses rather than TV channels. [end_quote]
You are also working on the sports awards, which is something you created when you were at Sony TV Network, please tell us about this?
The sports awards that I am working on will be different from previous because at Sony TV we restricted the awards to the Asian community only. Sporting Equals and I will be working on the awards to be as diverse as possible within the ethnic minority communities. With the support of the Government and sporting bodies this will be a event to look out for.
Away from the awards, you are also a consultant for Nollywood TV – tell us about this?
Nollywood Movies is an exciting and invigorating service that I thoroughly enjoy and already within three months positive results are taking place. I see the African market as one which is exciting and fun. After Bollywood, Nollywood is the biggest producer of movies and taking Nollywood Movies global will be a very satisfying experience for me.
Starting your TV career with ZEE TV, then moving to Sony TV Network and finally Star TV – what’s been your highlight of your career so far?
I could name so many, when I became the first CEO of ZEE TV in UK, gaining Global distribution for Sony, getting Star Plus as the first Asian HD in UK but where I am now is my highlight, 20 years at the top of my game in corporate world and now wanting to be at the top of my game for myself.
You have seen the UK Asian TV market evolve and face difficult times over the past few years, what do you think has been the most positive change in the UK Asian media sphere and one that has ruined it for others?
The switch from analogue to digital television has made it much easier to launch Asian TV channels. When I first started there was one satellite channel, now there are over 50 Asian channels. The quality of content, particularly local content, falls well short of what I would like to see. Unfortunately, most Asian TV channels will end up becoming sales houses rather than TV channels.
What’s your take on the UK Asian TV market now?
It is going through a transition and it has to decide whether it�۪s going to take the creative approach and build the business over a long period of time or maximise profits over creativity in a short period of time. The latter strategy will be detrimental for a number of channels who are not going to build any loyalty with their viewer.
You started the first ever UK Asian TV channel bundle joining up with third-party channels via VIEWASIA – how do you think the current state of premium channels is with the introduction of Sky Asia Pack?
It was waiting to happen; unfortunately when I tried too many TV executives were worried about their egos or jobs rather than what is best for business. It�۪s taken 15 years and a third-party to put this together. Sad but it had to happen ��� I was just ahead of my time LOL.
Do you think channels like Colors, Rishtey, Hum Europe have the upper hand being free-to-air in the UK market?
No. Star Plus officially is the number one Asian channel and that is not free-to-air. It�۪s all about quality of the content. Those three have great content hence they will do well. It is nothing to do whether they are free or paid. People want quality.
What do you think the future holds for smaller independent channels that have been running free without any major backing or BARB ratings?
Some will survive, some will die, and others will change their strategy and move with the times trying to become profitable centres. The recipe for success is finance, content and good management. If one is missing, pack your bags and go home.
How do you see the UK Asian TV market changing over the next couple of years?
More channels will get BARB rated. There will also be a few more channels coming into the market. There will be a lot of channels struggling, but if they strategise with the right recipe then I can see them surviving. Will they make money, I�۪m not sure and I believe some of the bigger channels will also struggle.
[quote]Some will survive, some will die, and others will change their strategy and move with the times trying to become profitable centres. [end_quote]
What can we expect from Rajan Singh next year?
I am currently working on two huge new projects but whatever I want to do has to be new, exciting and innovative projects but more importantly must be enjoyable and a good laugh otherwise I will not do it!!
