Social networking and the Indian elections

Are Indian elections boring? How Web-savvy are the Indian politicians and how some of them are using Web 2.0 tools such as Twitter, Facebook and YouTube to connect with the electorate. From my MIS Asia blog:

The world isn’t concerned about Indian elections, complained an Indian TV channel.

The complaint is partly understandable. Starting April 16, the world’s largest democracy will be voting a new government to power. In a country of 1.1 billion people, about 700 million voters will decide the fate of more than 1,000 parties. These are humongous numbers by any standard.

Still, the world does not seem too keen to watch the Indian elections the same way that it was ardent about the recent American presidential elections that threw up Barack Obama as the celebrated winner.

Newsweek International editor Fareed Zakaria told CNN-IBN that the world is not paying much attention to the Indian elections but that is happening in a very positive sense because everyone believes that India is a matured democracy and there would be political stability after the polls.

No drama

Perhaps underlying the argument is the fact that Indian elections lack dramatic tension. Also, there are no charismatic leaders like Barack Obama in the fray to whip up an electoral hysteria for the world to watch and follow. Not just the world, even people in India are not that excited about the elections so much so that Bollywood stars such as Aamir Khan have to come out and ask people to cast their vote.

In fact, perhaps Rush Limbaugh calling Indian workers ‘slumdogs’ will interest more people than a news item on the Indian elections. As our publisher Andrew Smart likes to put it, sadly, the world is about clicks and ratings.

That brings us to the main point of discussion here: How Web-savvy are the Indian politicians and political parties? And how are they harnessing the power of the Web?

One would expect that India, the land of outsourcing, will have extremely Web-savvy politicians. The facts are otherwise.

In general, most politicians are not Web-savvy and only a select few care about communicating through their websites and blogs. One influential politician even suggested banning English and computers, arguing that they did not benefit India’s rural population. When the media harped on this subject, they did a volte-face.

How could there be drama when the two prime ministerial candidates, despite their wisdom and experience, are not exactly youth icons? They are unfortunately on the wrong side of 60 in a country where a large number of voters are below 30. Incumbent Congress’s Manmohan Singh, 77, (he had a heart surgery sometime ago) and opposition party BJP’s (Bharatiya Janata Party) L K Advani, 82, might show their verbal virility in public and display their muscular power by lifting dumbbells for press cameras, but they are not able to generate the Obama kind of magic in the electoral space.

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On Prakash Jha

There are very few film directors in Bollywood who are not only critically acclaimed filmmakers but are also commercially savvy entrepreneurs. Prakash Jha is one of them.

From Hip Hip Hurray (HHH, 1984) to Apaharan (2005), Prakash Jha's cinematic journey has been long and varied. Jha, who made his directorial debut with HHH, a movie featuring youngsters focussing on sports, has wowed audiences with his politically sensitive films like Gangajal (2003) and Apaharan in recent years. Both the films have been commercial and critical successes.

But Jha is not the one to rest on his past laurels or limit himself to the director's chair. Today he is charting a different path, shaping a new future, not just for Bollywood but also for his home state, Bihar.

Jha, who has recently floated his own production house, Prakash Jha Productions, after more than three decades of independent filmmaking, was in Patna when I spoke to him. "We are building multiplex cinemas in Bihar and Jharkhand," he said. "We have just started building four. We have acquired 16. We intend to build one multiplex in every district which is totalling about 30."

Writing, direction, production and now distribution--Jha has done it all with a great impact.

From Bihar to Bollywood

Prakash Jha was born on February 27, 1952, in Patna, Bihar. After finishing school, he migrated to Delhi. In 1970, after graduating from the University of Delhi, he moved back to his native place to work on family farms. But the love of cinema drove him to the learning portals of the Film and Television Institute of India (FTII), Pune in 1972. Ever since he came out of the film school, he has spun celluloid dreams. He has been working independently since 1974.

Jha began his career as a director with Hip Hip Hurray (1984), starring Raj Kiran and Deepti Naval. He got instant recognition with this film. His next film, Damul (1985), further strengthened his reputation as a director. Damul's theme was socioeconomic and political exploitation. It depicted the caste politics of rural Bihar. This announced the arrival of a new voice in the offbeat movie genre. The movie bagged six National Awards and a couple of international honors, which added to his prestige.

Post- Damul, there was no looking back for Jha. The following years, a number of films came from this talented filmmaker and he started making sensitive films keeping an eye on the commercial elements of cinema. These included Parinati (1986), Bandish (1996), Mrityudand (1997), Dil Kya Kare (1999) and Rahul (2001). Apart from features, he has made 42 documentaries till date. He also contributed to the genre of Hindi sitcoms on Indian television with his comedy series, Mungherilal Ke Haseen Sapne (1990), which became very popular.

Changing Lanes

As the art film movement began to wane in India in the 1990s, Jha tried to change track and make a place for himself in the mainstream movie world of Mumbai. His first commercial venture, Bandish (1996) failed at the box office despite having stars like Jackie Shroff and Juhi Chawla in the cast. An undeterred Jha mounted another ambitious project, called Mrityudand (1997). The film, a tribute to women, had reigning superstar Madhuri Dixit in the lead role. Set in rural Bihar, it featured two protagonists, played by Dixit and Shabana Azmi, who challenge the social mores designed and controlled by the male order. Jha's gamble paid off this time, as the film got both public and critical appreciation. He had made a place for himself in mainstream Bollywood. His next few films, Dil Kya Kare (1999), Rahul (2001), Apaharan and Gangajal cemented his position in Bollywood as a leading filmmaker.

Over the years, Jha's ouevre has been increasingly dealing with political issues, especially set in the backdrop of Bihar. While Gangajal depicted the good and bad elements of the police force in Bihar manipulated by its wily politicians, Apharan explored the complex relationship between a father (Mohan Agashe) and son (Ajay Devgan), set against the backdrop of a thriving kidnapping industry in Bihar. His next directorial venture, Rajneeti, will again deal with a similar theme. "It is a take on the India democratic system, loktantra as we call it," he told me. The film is in pre-production stage and shooting is expected to start in Januray 2008.

New Initiatives

Founding a production house of his own has marked a new beginning for this filmmaker. He intends to produce 4-5 films every year under his banner. "I will make evey kind of film which I think will work," he said.

The first film to come out of his stable is Dil Dosti etc. (2007) which has has been helmed by a debutant director, Manish Tiwari. Does it mean his production house will promote new talent?

"Yeah, I am quite open to it," he said in affirmation.

Speaking of Dil Dosti Etc, he said, "This was a first time director Manish Tewary with a cast of small time actors and it works very well for its cost."

The response to this new film has been good. "It is doing pretty well in most of India. Apart from the eastern territory which is Bengal and Bihar, the film is doing extremely well in Delhi, Jaipur, Indore, Bombay, Mysore, and the first week collections have met our expectations," he told India Se.

As a filmmaker, as Jha has changed gears, so has the filmmaking scene in an ever-evolving Bollywood. More and more corporate houses and even Hollywood studios are getting into Bollywood. What does he make of this transition?

"I don't think the variety of films is likely to change very much. The Indian market is also in transition. You didn't hear a few years ago like weekend collections of films, films recovering their cost in one week in India. So, the full texture of marketing is changing rapidly. That is what is attracting the western studios," he said.

So, is Jha afraid of these changes? Will he work with the Hollywood studios if given a chance? "Given a chance, I think, means if there is a subject which is acceptable and there's a market for it, then why not?" he said.

But Hollywood's studios have this reputation of limiting a director's creativity. Will it not upset him? "I don't know. I haven't dealt with them. And if marketing begins to dictate your content, then so be it," he said candidly.

For such a fearless filmmaker, nothing can come in the way of achieving greater success.

A version of this piece appeared in India Se (Nov. 2007). Khoya Khoya Chand, directed by Sudhir Mishra, is Prakash Jha Production's next release.

Bollywood Hollywired!

A few years ago, India's crossover queen Aishwarya Rai made it to the cover of the Time magazine. In India, it was then considered a nod to Bollywood's emerging international clout.

But recently, when Newsweek put Ronnie Screwala, a relatively newcomer Bollywood producer, on its cover, it signalled the marking of a new faultline in the world of entertainment business. More than a nod, it was a screaming acknowledgement that Bollywood had remarkably arrived on the international entertainment scene. It was time Hollywood, the world's richest and most influential film industry, took its minuscule contender, Bollywood, the world's largest producer of films, seriously!

On the other side, the news has brought a fresh bout of enthusiasm and excitement to Bollywood's upcoming directors, especially those who do not belong to the established film production houses such as Yashraj Films (Run by veteran filmmaker Yash Chopra and his son Aditya Chopra who produced India's biggest blockbuster ever, Dilwale Dulhaniya Le Jayenge), Dharma Productions (of Karan Johar of Kuch Kuch Hota Hai and Kahbhi Khushi Kabhi Gham fame) or Factory (of filmmaker Ramgopal Varma, the maker of hits such as Satya and Sarkar), just to name a few.

Emerging Bollywood writer and director Anurag Kashyap (Black Friday, 2007; No Smoking, 2007) cried on his blog: "Believe me, there is going to be a change in order in this Hindi film industry. There definitely is a new wave, I have seen it coming, the world is also seeing it which is why Ronnie Screwwala is on the cover of NEWSWEEK and not Aishwarya Rai or Yashraj or Amitabh Bachchan."

For upcoming filmmakers like Anurag, entry of Hollywood symbolises the end of the tyranny of the status quo in Bollywood, for Bollywood's new blood wants an end of the dominance of the few "mom-and-pop" variety of filmmaking houses in the Hindi film industry.

Aiding them in this endeavour are the Hollywood studios. Bollywood filmmaker Mahesh Bhatt once said that Bollywood is connected to Hollywood by some invisible umbilical cord. He was talking in terms of Hollywood's influence on Bollywood. Well, in the new century, the umbilical cord is becoming increasingly visible. And there are some cold reasons for this.

Bollywood has been seeing domestic and foreign boom in its reach and revenues. In 2006, India's film business grossed about $2 billion, up from $1.5 billion in 2004, reported The Newsweek. Revenue will leap to more than $4 billion over the next five years, forecasts PricewaterhouseCoopers. Bollywood’s gain in the overseas market is stupendous. Some Indian producers are realizing up to 30% of their total earnings from the overseas market. In Europe, Bollywood has increasingly taken the centrestage, getting quite popular in Germany, Poland, Russia, and England. The USA, Canada and UK are the major export destinations. Other territories such as Japan, South Africa, Mauritius, Australia, New Zealand and the Middle East are fast becoming important markets for Indian films.

The game is getting global, the pie is increasing but Hollywood is not getting any of it.

For despite its presence for a long time, Hollywood could not increase its box office share in India's entertainment sector. In fact, Hollywood's market share on India's box office has been swinging between 5 and 8%. The only way it can increase its box office profits in India, they reckoned, is through financing Bollywood films. So, if you can't beat them, join them seems to be the idea behind this jockeying. That's why all these Hollywood giants are flocking to Bollywood.

But why now?

"Apart from the business angle which is the main angle," says Prakash Jha, a veteran Bollywood director and producer (Gangajal, 2001 and Apaharan, 2005), explaining the factors that is drawing Hollywood studios to Bollywood, "the Hollywood studios are also sort of trying to look at the consolidation of Indian production and distribution outlets, corporatisation and some kind of fiscal discipline. They are now surer of taking advantage of this."

With 11,000 domestic screens and millions of eager eyeballs, it is this whopping domestic and foreign success of Bollywood that is inspiring its filmmakers to thing big, think global. So, buyoed by Bollywood's success, when Indian filmmakers like Screwala start gunning for even Hollywood, the world takes note of them. It is remarkable that The Newsweek dubbed Indian film producer Ronnie Screwvala as "the front runner in the race to become Bollywood's Jack Warner—the man who began the transformation of parochial U.S. cinema into its modern global form." Screwvala, the man behind the super hit Rang De Basanti (2006), produced Mira Nair-directed The Namesake, and is now coproducing The Happening, a new sci-fi thriller directed by M. Night Shyamalan with a budget of $57 million. "Our ambition is to be a global Indian entertainment company—there's no reason we can't make big-budget Hollywood movies, too," Screwvala told The Newsweek.

Srewwala's rise has been spectacular. An impressed Disney has bought a 15 percent stake in his UTV for $14 million in 2006. UTV already has forged coproduction deals with Fox Searchlight and Sony Pictures, as well as with Will Smith's Overbrook Entertainment.

But other players are also getting into the game in a big way. Sony Picture was the first to step in and its first film Saawariya, directed by Sanjay Leela Bhansali is releasing in November during Diwali. Viacom has inked a 50-50 joint venture deal with Raghav Bahl, head of Network 18. The venture, called Viacom 18, will produce and distribute TV shows, digital media and (eventually) 10 to 12 movies a year. Together, they have raised $112 million from a London Stock Exchange flotation. Also, three Indian studios held IPOs in London this year, raising a combined $220 million.

Before Viacom jumped into the fray, Disney made a deal with Yash Raj Films in June to take both companies into India's growing CGI animation business. The deal is to make one cartoon film budgeted at $4 million-$10 million each year.

The latest Hollywood studio to gamble on the Bollywood game is, as Variety recently reported, Warner Bros. It is backing its first India production, the action comedy Made in China, to be directed by Nikhil Advani. At a budget of US$12 million, it will be the most expensive Bollywood film yet.

So, where would Bollywood go from here? Will it affect the nature of Bollywood's narratives that is the hallmark of Hindi films? "I don't think the variety of films is likely to change very much," says Jha.

Will then Hollywood's entry in Bollywood shake up the established production houses in Mumbai?

Jha does not think so. "No, they will continue to dominate because most of the times these collaborations would be with these corporate houses. Sanjay Leela Bhansali is collaborating with Sony Pictures. He's got a brand which is acceptable to the western market. Yash Chopra is also collaborating with them for animation films and multiple products. So, collaborations with big Indian production houses are bound to happen."

Unlike Kashyap, Jha is not sure if Hollywood studios will promote new talent in Bollywood. "The new talent is getting promoted by the India corporate houses anyway," he told Today. "You are seeing Percept Pictures or Adlab Films or Reliance Entertainment are working both with tried hands and also the new hands. All kinds of films are being made because now there are possibilities of exhibiting these films in terms of limited shows in multiplexes. That was the sort of thing which was not available previously."

Agrees Gitesh Pandya, the editor of United States-based BoxofficeGuru.com and a film commentator on CNN: “As more companies from both countries tie up and make films together, we will probably see bigger and better films, especially if the projects involve the most talented filmmakers. New filmmakers will have more opportunities, but those who have been making films for generations will still have their place in the business.”

Whatever way the ball swings, it is great time for Bollywood filmmakers, for they would make hay (and some good movies too) while the sun shines. And most importantly, Bollywood might not barter its spicy grand narrative style for Hollywood’s money. Who can put it better than the king of Bollywood Shah Rukh Khan himself: “My point is I do not want your money. I want your knowledge and technology. I am glad Sony, Columbia and Warner are all here. I like the tie up Yashraj has done with Walt Disney for animation. You tell me how to do it and I will tell my own story. I would like to collaborate with scriptwriters from there. They speak the international language better than we do. I would like to learn that. But the story would be mine and I would shoot it the way I want to.” (Outlook, Oct 22).

An edited version of this article appeared in The Weekend Today (Oct 27).