After the initial pangs of settling down Sandiip Sikcand, Chief Creative

Director, Sony, is now getting down to the real task on hand. On a rather candid note he says, "Last six months, I've learned a lot and made a few mistakes but the work really starts now. The main task at hand is to concentrate on our daily soap programming."

In the last six months the channel has seen a slew of launches - Kaajal, Kulvuddhu, Durgesh Nandini and Jeete Hain Jiske Liye. Very soon Indian Idol is all set to roll out, soon to be followed by Smriti Irani's Viruddh.

In an exclusive chat with SEEMA PHERWANI , Sikcand talks about his programming perspective for the channel, new challenges ahead and most importantly clears out the air on the recent media controversies about his position at Sony.



First and foremost can you clear the air on the media reports speculating about you serving a notice period at Sony?
Looks like there's a certain section of people who know more about me than me myself! But I'd like to clarify that this is all categorises under gossip, rumour and hearsay. I am very much here at Sony and do not want to deviate from the main task in hand. In fact, I am at a very interesting stage of my career where there's a lot of hope and scope.

So, what's that main task?
See, somewhere along the line, audiences have forgotten that Sony is a fiction channel too and not just into reality shows . It is very important to bring home this point that we also are a daily soap provider.

It's been around six months since you've taken over as Chief Creative Director of Sony. What have been the key learnings for you?
The manner in which you achieve your targets here is totally different. In the last six months, I've been meeting a whole lot of new producers. By now I've just understood the framework; I'm still in my early days and have just about understood the system. I would say the training period is over and I've made a few mistakes. But from now on its time to surge ahead with a bang. I've understood the ropes and the strategies to take things forward. The work really starts now.

Mistakes? Which ones?
I wouldn't say mistakes really. But things like how to approach a show, what kind of shows one should be looking at, how to test a concept and make sure that it works…. Like sometimes I've heard some excellent screenplays whose execution has gone completely haywire. You realize how production houses can goof up and how sometimes they don't bring to the table what they actually commit. Sometimes one is very passionate about an idea but it just doesn't stand a chance in the market.

Somehow the initial ratings of your shows haven't been very impressive?
I think it's too early to talk about ratings. Kulvuddhu started off very well and like all other shows there was a slight dip. But the main story unfolds now. Durgesh Nandini has given us a very good response in Rajasthan and Gujarat and Jeete Hain….in the metros.

Why is it that Sony has suddenly pumped in too many news shows in a very short span?
I agree that the roll out of shows has been a bit fast. But that's what we wanted. Kaajal was already in the pipeline, and Kulvaddhu's pilot was already ready, the concept which I agreed to and took it forward. Also, Jeete Hain….and Durgesh Nandini were also in the queue. Of course when I came in, my immediate focus was on Jhalak….and Bigg Boss and was given the total creative freedom in terms of their pitching.

You've been criticized for coming on too strong on a few producers?
There are some people who are trying to malign me. The point is I don't terrorise or harass producers. You can speak to any of them. They all have access to my bosses. Also I believe that these producers have a creative mind and I prefer a creative dialogue. I do have opinions but I never tell them that 'I am the channel head and this is how its got to be done'.

Wasn't it a bit risky to go ahead with first time producers like Anuj Saxena (Kulvaddhu) and Smriti Irani (Virudh)?
Not really but working with new producers does have its set of problems. But that's bound to happen. Both Anuj and Smriti have definitely brought something to the table. We can't judge everybody by the same scale because then there would be no new producers. If someone had not given Ekta her fair chance then there would not have been a Balaji today.

Zee has been riding high on the 9 -10 pm band. Are you ready with your strategies for your channel?
We have our game plan ready to regain our position. The first step is to take the right path which is giving due prominence to fiction.

Are you looking at Sahara One or Zee as your competition?
I think everybody is competition right now, from Star to MTV. But definitely, we are directly competing with Star, Zee and Sahara One. And if you look at the number of news channels today, with shows like Sansani on air, then of course everybody is competing for eyeballs.

Why is it that all the Balaji walk outs are being welcomed by Sony?
I think all the actors have a free mind. And when an actor has free dates, they are free to take up any show or channel. I should not be crucified for having a conversation with Aamna, Cezanne or anybody else. I have not gone out of my way and told people to throw away your contracts and work for us. Also the reports about enticing people with double money are all rubbish.

You've worked in a mega production house, Balaji earlier. Now how does it feel being on the other side of the fence?
At Balaji we used to work with a lot of passion with vigour. I see that lacking in most of the production houses, only a handful are passionate out there. I think there's slight in difference in being completely crazy and being passionate. To be successful you need to have that junoon. There seems to be a laidback attitude like - ho jaye gaa, kar lenge. But I think the market reality is that this is the time to get out there. In TV, there's no place for meritocracy. I think that fire within is very important and to bring that alive on screen is not anybody's ballgame.

When do we finally see a Balaji show on Sony? Have you sorted your issues with Ekta?
I do not want to comment about anything that the press is written about Ekta and me. Sony's doors are open for everybody who has the right concept for us.

What action do we foresee on the Indian Idol front?
Viewers will get to see a lot of entertainment this time around. Since its coming back after a year gap, we wanted to remove the predictability factor. So we have roped in new judges - Udit Narayan and pop diva Alisha Chinai. Also the anchors Hussian and Mini share an excellent chemistry and I'm sure viewers will like them.

People watch shows or channels?
I think people start watching shows and then they start watching channels.

From an actor to associate Creative Head and now a Chief Creative Director, you seem to be a fast learner?
I actually started off as a businessman. For about ten years I used to handle garment exports along with my mother. Later, I realized that I cannot handle it and needed to do something more creative in my life. So, I wrapped up my business at the age of 27 and started my own theatre company. Later at Balaji, I didn't know a thing about television but I just went ahead with my instincts. I actually wanted to be an actor, not knowing that there was a bigger opportunity lying in front of me.

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