<img src="http://magarticles.magzter.com/articles/54/223009/5929a000e8f35/1495900015776.jpg"" owidth=642 oheight=937" style="height:876px; width:600px" />A few stories on&nbsp;101&nbsp;India&rsquo;s YouTube channel would make any editor in the news industry downright envious. From interviewing former militants in Kashmir to shadowing gau&nbsp;rakshaks&nbsp;in&nbsp;Ramgarh&nbsp;on their midnight runs,&nbsp;101&nbsp;India&rsquo;s feed is provocative and hairy. Not all are this serious. With&nbsp;a particular focus though, on documenting outcasts (B-grade film actresses, circus performers) and delightfully odd social practices (UFO hunters in&nbsp;Ladakh, Parsi&nbsp;arm wrestlers),&nbsp;101&nbsp;India&nbsp;is also making the fringe more mainstream. &ldquo;The youth of India likes to see people fighting; they like to see performing monkeys,&rdquo; says&nbsp;Oshidar, MD &amp; Chief Creative Officer,&nbsp;101&nbsp;India. &ldquo;But, we wanted to get away from that. We just thought there was a space for a certain kind of easy narrative. India is such a diverse country where truth is often more interesting than fiction. There&rsquo;s enough fodder here to keep us going for a long time.&rdquo;&nbsp;Oshidar&nbsp;started&nbsp;101&nbsp;India&nbsp;after becoming tired of the noise of reality TV and news channels, a noise he contributed to in another lifetime &mdash; he was closely involved with some of MTV India&rsquo;s biggest hits, including shows such as&nbsp;Roadies&nbsp;and&nbsp;Bakra. If we found them to be too loud after their novelty factor wore off,&nbsp;Oshidar&nbsp;must have found them nothing short of ear-splitting. This is why he now does content that&rsquo;s a lot easier on the senses.Take, for instance, an extremely successful series called Dinner with Dons (DWD). It features candid interviews with real-life gangsters while noshing with them. The combination works like magic &mdash; some videos have garnered more than 6.5&nbsp;lakh&nbsp;views. Another interesting (but, perhaps&nbsp;not the best) series is the&nbsp;Phir&nbsp;Se Ramsay series, which&nbsp;romanticises&nbsp;the Ramsay genre of gore. &ldquo;The response to the Ramsay series has been mixed. People who like pulp horror have reacted positively to it. People who don&rsquo;t like pulp horror were unable to understand the point of seeing a witch in a dance bar,&rdquo; says&nbsp;Oshidar.Considering his company is not a household name yet, how does&nbsp;Oshidar&nbsp;plan to increase the number of eyeballs on his channel? &ldquo;The simplest way to increase viewership is Bollywood, cricket and celebrities. A) That&rsquo;s expensive, and B) I&rsquo;d rather kill myself. So, we will have to find [new] programming concepts, and hope that there is a mature, evolving market for young people that wants to consume alternative kinds of stories,&rdquo; he says. One of the things that pisses&nbsp;Oshidar&nbsp;off is the fact that brands&nbsp;aren&rsquo;t willing to experiment more. He hopes that with the entry of VICE (a popular international player that does offbeat documentaries), the audience for alternative content will get a boost, and he, too, will see a rise in his clientele.Despite the rising popularity of web-based content,&nbsp;Oshidar&nbsp;thinks the future of television is safe, since people would always want to watch Game of Thrones. &ldquo;It&rsquo;s a pipe. You take content from a TV channel, it&rsquo;s the same programming, the same channel, the same players. It&rsquo;s just that you are watching it in another way.&rdquo;

Cyrus Oshidar

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