Rose Audiovisuals in addition to being a film production company has emerged as a leading player in the rapidly growing Indian Television industry. The management of the company studied the growth in the television industry in India and was able to form a strategy to enter this potentially large and revenue-generating sector in a professional manner.

The company's experience in film production as well as its existing and readily available pool of skilled manpower helped the company to enter easily the mass communications medium that was growing at a very fast pace but lacked organised production, logistics and support skills in the making of software.

Outside the large broadcasting companies, there were only a handful of professionally managed software producers for television while the industry needed ever more hours of programming and faced ever increasing quality demands from an audience which was getting used to the production values of European and American programmes being broadcast in India.

In this scenario, Rose Audiovisuals embarked on a Three Year plan to enter and stabilise its operations in the Television Software producing sector. The initial foray was made in a small way with one programme on air.

The success of this test run prompted the management to take on the challenge of conceptualising and designing more programming for television.

As part of this strategy, Feature Film production took a backseat after the release of Abhishek Bachchan starrer 'Bas Itna Sa Khwab Hai'. Although associated activity in feature films such as marketing continued.

The initial television programming generated by Rose Audiovisuals was in the genre of Drama, a core competence of the company given its feature film background.

With passing time and success, the company extended its strategic plan of diversification into television software by another 3 years so that other genres of programming could be created.