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Rina Chandran

Mumbai , Sept. 8

THE tabla beats were familiar, so was the face that greeted viewers on Friday nightbut the show that was rated as one of India's best TV programmes has a new look. Dr Prannoy Roy's cheery `Good evening and welcome to The World This Week' would have made many viewers nostalgic, but their enthusiasm may have waned just a little by the end of the show.

`Bigger, better and more Indian', said the ads announcing the show, with a visual of a pair of mehendi-decorated hands framing an international skyline. And Dr Roy, in his introduction, said a more Indian perspective was necessary, as other news channels tended to have a foreign perspective. That is quite ironic, since in its previous avatar, one of the show's unique viewing propositions was its international content. Another change is in the content: Given that 20 million Indians live abroad and are "doing very well", the show will profile some of them as well, Dr Roy said.

So the first show had a story on whether Indian troops would be welcome in Iraq — during the filming of which the NDTV crew were reportedly jailed briefly — and the rise of the new conservatives in the US. There was also a story on a second-generation Indian popularising bhangra aerobics in the US, and how aging rockers such as Eric Clapton are packing audiences at their shows. To round it off was NDTV's feeble attempt at a comedic take on reality, with a `reporter' questioning Presidents Bush and Musharraf.

"The show has an equity, with emotional and rational bonds with viewers," said Mr Manish Porwal, General Manager (New Investments & Initiatives), Starcom Worldwide. "There is an audience for weekly round-ups, so if they do it well, it can become a top show for NDTV."

But a brand name — no matter how trusted and loved — and a familiar face are no guarantee of success, cautioned another media expert.

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