Reality Entertainment’s ‘Monopolistic’ Leader

Valued at over $200 million, Banijay Asia is positioning itself as a content powerhouse across television, OTT and live events. The company has established what Deepak Dhar, Founder & Group CEO of Banijay Asia and Endemol Shine India calls a “monopolistic position” in reality entertainment through its properties like Big Boss, Fear Factor and MasterChef while actively expanding into new entertainment segments.

Strategic Partnerships
Their recent partnership with Nadiadwala Grandson, backed by a Rs 100 crore investment, signals its ambition to merge theatrical and OTT expertise. “It's two entertainment hit machines, blockbuster producers coming together”, says Dhar, highlighting the collaborative potential of combining Nadiadwala's theatrical success with Banijay's television prowess.

The company's positioning as a versatile content kitchen serving multiple platforms has proven advantageous. “If Netflix, Amazon, Disney, Colors, Sony, Zee or Sun TV are big restaurants...we are the biggest kitchen that they can plug into”, Dhar metaphorically explains their business model.

Expanding Content Horizons
Banijay’s Bigg Boss saw impressive growth in regional markets, with Dhar noting “2x or 3x of the slot average” in Marathi, Kannada, Tamil and Telugu. Adapting to shifting viewer habits, the show aired on both traditional TV (Colors) and OTT (Jiocinema), showcasing a cross-platform content strategy.

The company is expanding beyond traditional content with ventures like Banijay Live, which produced events like the India-Pakistan cricket match opening and Miss World. Expanding into branded content, it aims to spotlight brands as key protagonists in series and reality shows.

Recent deals, including format rights acquisition from Sony Pictures Television for Indian remakes of five international series and collaborations with NBC for adaptations of shows like Suits and Monk, further strengthen Banijay's content pipeline.

Reema Bhaduri

BW Reporters The author is the Editorial Lead at BW Businessworld. Majorly writes on marketing, advertising, experiential marketing and retail. She closely looks upon the vertical of BW Marketing World and BW Retail World.