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Borrowing baby
1 April 2010Patni Aur Who (which roughly translates as “Husband, Wife and the Significant Other”)
Original or acquired format?
Format by Love Productions originally for BBC Three
Why has it been chosen as a case study?
Baby Borrowers is not just an entertainment format but also addresses relevant, contemporary social issues. The original format was intended to address the increasing rate of teenage pregnancies in the UK and Europe and therefore teenage couples were charged with looking after babies, toddlers, teenagers and the elderly to show just how difficult it is to care for children.
The format has travelled well throughout Europe, having been licensed by BBC Worldwide to broadcasters in Germany, the Netherlands and Belgium. Love Productions also licensed the format to NBC in the USA. The format was licensed to NDTV Imagine in India and produced by BBC Worldwide Productions India.
In what ways was it adapted for different markets and why?
The original 6 x 60” format was adapted to fit cultural sensibilities and differences. BBCWW Productions India made 45 x 30” eps and used celebrity couples rather than teenage couples.
The original Baby Borrowers format is very different from the version that NDTV Imagine made in India this year. In India cultural sensibilities were taken into account and as such the couples were well known personalities from film and television who were in committed relationships.
However, we have a BBC Worldwide exec producer who oversees all international productions to ensure that editorial values are adhered to and the integrity of the format is maintained. With regards Baby Borrowers we apply a range of safety measures which are maintained across all our productions internationally, from the physical safety to the mental welfare of all the contributors.
The format of the show was also adapted to fit into the broadcaster’s scheduling. The original format was for just six episodes of 60 minutes. NDTV Imagine, however, made 45 episodes of 30 minutes. This shows just how adaptable our formats can be.
What measurables do you have eg ratings, viewer voting, web traffic, contests, press coverage?
This show was very successful for NDTV Imagine. Forty-nine million viewers across the country tuned in to watch Pati Patni Aur Woh on Prime Time.
It was the number two rated show in its time slot beating out competition from the leading channels in the market - Star Plus and Zee TV
Do you help produce the format or just license it to broadcasters?
BBC Worldwide Productions India produced the format for NDTV Imagine
Quote from broadcaster or advertiser?
Shailja Kejriwal - EVP Content, NDTV Imagine said when launching the series: “This is as real as it gets! With Pati, Patni Aur Woh, audiences see famous couples in real life situations and be a part of their first journey into parenthood; sharing their joys, sorrows, trials and achievements. We believe that the show will not only resonate with parents but will also be a great learning experience for the younger generation, who plan to start their own families in the future. Patni, Patni Aur Woh promises to be an emotional rollercoaster and many unique situations, each handled differently by the various couples!”
Further plans/hopes for this format in Asia Pacific?
Baby Borrowers is a very adaptable format which can resonate with audiences across different cultures in Asia. We hope to be able to find new broadcast partners to extend the success of this format into other Asian territories.
