ITV

Tag: Naagin

  • Alchemy borrows household name ‘Naagin’ to create ‘Ichhapyaari’ series

    Alchemy borrows household name ‘Naagin’ to create ‘Ichhapyaari’ series

    MUMBAI: Some get inspired, others hop on to the success bandwagon and there are those who create spoofs. Whether some would want just their foot into the door using a namesake is a moot question.

    As an audience, we have seen several supernatural characters on the Indian television. In recent times, from ‘Naagin’ to ‘Makhi’ and ‘Gorilla’ to wolfs, these were among the supernatural characters that trended on the Idiot Box. Among these, ‘Naagin’ ruled the Hindi general entertainment channels scripts for months together.

    Though the concept has now grown old, Colors is among the few broadcasters who reignited this trend. After launching Naagin in 2015, broadcasters and production houses had gone gaga over supernatural series of their own.

    The image of a snake in stories relayed on the Indian television is stereotypical and symbolises a negative character akin to Shakti Kapoor’s image in Bollywood. But, has one ever thought what is it being to be a snake? Do they always intend to harm human beings?

    Using the character of ‘Naagin’ but in a different story line, Alchemy Productions co-founder Siddharth Malhotra, who had co-founded Cinevista, brings the friendly version of snakes in “Ichhapyaari Naagin’ which will be telecast on Sab TV. Starting from 27 September, the show will be aired at 8pm from Monday- Friday.

    “The idea struck me after watching ‘Naagin’ and 20 other shows,” Malhotra said. “What would a snake think if it ever watches the show. And, what if a snake appears in front of you and says, “Hey, don’t run away. I am not that bad” are some of the ideas that germinated in our minds,” he added. “And so, we thought somebody needs to change this image. It’s a positive take on snakes!. It’s a story from the snake’s perspective,” informs Malhotra.

    The story is about a ‘Ichhapyaari Naagin’, who stays in Naagistan (Naagland) and comes down to earth to change the perspective of people about snakes. According to the information available withIndiantelevision.com, the show’s production cost per episode was between 7-8 lakhs.

    The show, written by Raghuvir Shekhawat, has been directed by the creative genius who directed Balaji Telefilms’ ‘Naagin’ — Santram Verma. Bunty Rathore has penned its dialogues and Jitu Verma was the VFX wizard.

    Speaking about the comparison, Malhotra said, “Our show is not at all similar to ‘Naagin’ which is a genre of drama, revenge and love. ‘Ichhapyaari Naagin’ is a slice of life, sweet show.”

    The channel has been aggressively promoting the show through mass media and campaign. The marketing campaign is to build excitement on basis of its new avatar. Outside the home network, the channel will be focusing on youth music, movies and kids. In print, they will be focusing on leading national and regional dailies. In radio, it is trying to market the show through 30 radio stations across key states.

  • Alchemy borrows household name ‘Naagin’ to create ‘Ichhapyaari’ series

    Alchemy borrows household name ‘Naagin’ to create ‘Ichhapyaari’ series

    MUMBAI: Some get inspired, others hop on to the success bandwagon and there are those who create spoofs. Whether some would want just their foot into the door using a namesake is a moot question.

    As an audience, we have seen several supernatural characters on the Indian television. In recent times, from ‘Naagin’ to ‘Makhi’ and ‘Gorilla’ to wolfs, these were among the supernatural characters that trended on the Idiot Box. Among these, ‘Naagin’ ruled the Hindi general entertainment channels scripts for months together.

    Though the concept has now grown old, Colors is among the few broadcasters who reignited this trend. After launching Naagin in 2015, broadcasters and production houses had gone gaga over supernatural series of their own.

    The image of a snake in stories relayed on the Indian television is stereotypical and symbolises a negative character akin to Shakti Kapoor’s image in Bollywood. But, has one ever thought what is it being to be a snake? Do they always intend to harm human beings?

    Using the character of ‘Naagin’ but in a different story line, Alchemy Productions co-founder Siddharth Malhotra, who had co-founded Cinevista, brings the friendly version of snakes in “Ichhapyaari Naagin’ which will be telecast on Sab TV. Starting from 27 September, the show will be aired at 8pm from Monday- Friday.

    “The idea struck me after watching ‘Naagin’ and 20 other shows,” Malhotra said. “What would a snake think if it ever watches the show. And, what if a snake appears in front of you and says, “Hey, don’t run away. I am not that bad” are some of the ideas that germinated in our minds,” he added. “And so, we thought somebody needs to change this image. It’s a positive take on snakes!. It’s a story from the snake’s perspective,” informs Malhotra.

    The story is about a ‘Ichhapyaari Naagin’, who stays in Naagistan (Naagland) and comes down to earth to change the perspective of people about snakes. According to the information available withIndiantelevision.com, the show’s production cost per episode was between 7-8 lakhs.

    The show, written by Raghuvir Shekhawat, has been directed by the creative genius who directed Balaji Telefilms’ ‘Naagin’ — Santram Verma. Bunty Rathore has penned its dialogues and Jitu Verma was the VFX wizard.

    Speaking about the comparison, Malhotra said, “Our show is not at all similar to ‘Naagin’ which is a genre of drama, revenge and love. ‘Ichhapyaari Naagin’ is a slice of life, sweet show.”

    The channel has been aggressively promoting the show through mass media and campaign. The marketing campaign is to build excitement on basis of its new avatar. Outside the home network, the channel will be focusing on youth music, movies and kids. In print, they will be focusing on leading national and regional dailies. In radio, it is trying to market the show through 30 radio stations across key states.

  • The battle for original Tamil TV content in Tamil Nadu

    The battle for original Tamil TV content in Tamil Nadu

    MUMBAI: Another South vs North battle is brewing in Tamil Nadu.

    Over the past four years, a new secondary market has developed for top notch Hindi general entertainment fiction shows in the state. Tamil television networks have been picking up Hindi series, dubbing them into Tamil and putting them on air.

    Among the Hindi shows that have got a Tamil home figure: Naagin, Ballika Vadu, Thapki Pyar Ki, Swaragini, and KumKum Bhagya, Udaan, and Uttaran, Na Aana is des Laado, Tu tu Main Main, Parvarrish – Kuchh Khattee Kuchh Meethi.

    These have been shown on channels such as Polimer TV, Raj TV, Sun TV, and Vijay TV and have generated good ratings.

    But that market is coming under threat on account of two developments – large networks such as Viacom18, Star India, Zee TV, are moving into launch their own Tamil GECs (either their first or second channels) and hence they are discontinuing the licensing of the dubbed Hindi shows – at least the more popular ones – to other Tamil channels.

    On another front, the Tamil TV fraternity is coming up in arms against the increasing invasion of Hindi shows on the small screen. In fact, a day-long protest has been planned for 14 August at Valluvar Kottam, a monument dedicated to the famed poet Thiruvalluvar, in Chennai. Taking part in the protest will be small screen actors, producers, directors and technicians.

    Estimates are that dubbed Hindi series account for 40 of the 80 slots for fiction on all Tamil television channels. The reason: the lower cost of acquiring the series and dubbing them. The production cost of a single original episode is anywhere between Rs 60,0000 to Rs 2.5 lakh; the acquisition price for a single ready dubbed Hindi series episode is anywhere between Rs 35,000-Rs 50,000 per episode.

    The production values however are much higher in the case of Hindi fiction and the shows which are normally acquired already have a successful track record. Hence, Tamil TV channels have been banking on them. And over the past two years, more and more of these dubbed series have been attracting and retaining Tamil audiences.

    This is what has got the TV unions’ goose; they say their members are losing employment. And the federation of small screen technicians says it is also going to write to Tamil Nadu chief minister Jayalalitha to help fight what it calls a menace.

    However, broadcasters say it is all about business. Raj Television Network – which currently has Mann Vasanai (Ballka Vadhu), Poovizhi Vasalile (Udaan), Kanchana (Shastri Sisters), Indira (Thapki Pyaar Ki) running on its channel – vice-president programming and production vice-president Amit Bose points out that whatever is made in the north can’t be shown in Tamil; and Tamil GECs are not about all out dubbed content.

    “But being a content creator if the content is working and getting good ratings for the channel then wouldn’t I bring in dubbed content?” he asks. “For us it’s an opportunity to bring content that suits Tamil audiences,” he adds.

    According to him, both broadcasters and producers and technicians are right in their place. “They are protesting keeping their interests in mind,” he says. “But we are also right. They want employment and an assured income from their experience and knowledge and from my knowledge I want to have a fair say in how to run my business.”

  • The battle for original Tamil TV content in Tamil Nadu

    The battle for original Tamil TV content in Tamil Nadu

    MUMBAI: Another South vs North battle is brewing in Tamil Nadu.

    Over the past four years, a new secondary market has developed for top notch Hindi general entertainment fiction shows in the state. Tamil television networks have been picking up Hindi series, dubbing them into Tamil and putting them on air.

    Among the Hindi shows that have got a Tamil home figure: Naagin, Ballika Vadu, Thapki Pyar Ki, Swaragini, and KumKum Bhagya, Udaan, and Uttaran, Na Aana is des Laado, Tu tu Main Main, Parvarrish – Kuchh Khattee Kuchh Meethi.

    These have been shown on channels such as Polimer TV, Raj TV, Sun TV, and Vijay TV and have generated good ratings.

    But that market is coming under threat on account of two developments – large networks such as Viacom18, Star India, Zee TV, are moving into launch their own Tamil GECs (either their first or second channels) and hence they are discontinuing the licensing of the dubbed Hindi shows – at least the more popular ones – to other Tamil channels.

    On another front, the Tamil TV fraternity is coming up in arms against the increasing invasion of Hindi shows on the small screen. In fact, a day-long protest has been planned for 14 August at Valluvar Kottam, a monument dedicated to the famed poet Thiruvalluvar, in Chennai. Taking part in the protest will be small screen actors, producers, directors and technicians.

    Estimates are that dubbed Hindi series account for 40 of the 80 slots for fiction on all Tamil television channels. The reason: the lower cost of acquiring the series and dubbing them. The production cost of a single original episode is anywhere between Rs 60,0000 to Rs 2.5 lakh; the acquisition price for a single ready dubbed Hindi series episode is anywhere between Rs 35,000-Rs 50,000 per episode.

    The production values however are much higher in the case of Hindi fiction and the shows which are normally acquired already have a successful track record. Hence, Tamil TV channels have been banking on them. And over the past two years, more and more of these dubbed series have been attracting and retaining Tamil audiences.

    This is what has got the TV unions’ goose; they say their members are losing employment. And the federation of small screen technicians says it is also going to write to Tamil Nadu chief minister Jayalalitha to help fight what it calls a menace.

    However, broadcasters say it is all about business. Raj Television Network – which currently has Mann Vasanai (Ballka Vadhu), Poovizhi Vasalile (Udaan), Kanchana (Shastri Sisters), Indira (Thapki Pyaar Ki) running on its channel – vice-president programming and production vice-president Amit Bose points out that whatever is made in the north can’t be shown in Tamil; and Tamil GECs are not about all out dubbed content.

    “But being a content creator if the content is working and getting good ratings for the channel then wouldn’t I bring in dubbed content?” he asks. “For us it’s an opportunity to bring content that suits Tamil audiences,” he adds.

    According to him, both broadcasters and producers and technicians are right in their place. “They are protesting keeping their interests in mind,” he says. “But we are also right. They want employment and an assured income from their experience and knowledge and from my knowledge I want to have a fair say in how to run my business.”

  • BARC week 23: Naagin rules, but rural markets prefer Jodha Akbar

    BARC week 23: Naagin rules, but rural markets prefer Jodha Akbar

    MUMBAI: According to BARC NCCS All Prime Time (1800 – 2330 hrs) 4+ Individuals data for week 23, Jodha Akbar on FTA Zee Anmol topped the Top 5 Hindi GEC Programs for Rural markets followed by Naagin on Colors. However, going by BARC Top 5 Hindi GEC Programs (Urban+Rural), Jodha Akbar on Zee Anmol stood at fourth position, while it did not find a place among Top 5 Hindi GEC Programs for Urban. 

    Naagin on Colors found a place among the top five lists across all the three BARC Hindi GEC classifications. Saath Nibhaana Saathiya was also among the top five lists across all the three classifications, but on different channels. In the rural markets it found a place on Star Utsav while in Urban and (Urban+Rural) markets it found a place among the top 5 on Star Plus.

    Three of Zee Anmol’s programs were listed among the top 5 in rural markets. 

    Rural

    In week 23, Jodhan Akbar on Zee Anmol with with 6935 Impressions (000s) topped the market followed by Naagin on Colors with 5672 Impressions (000s).  Bandini also on Zee Anmol with 4805 Impressions (000s) came third among the Top 5 Hindi GEC Programs for Rural markets, followed by Saath Nibhaana Saathiya on Star Utsav with 4503 Impressions (000s). It is Zee Anmol’s Meri Doli Teri Angana with 4348 Impressions (000s) that stood last in the top 5 Hindi GEC Programs Rural markets list for week 23.

    Urban

    Naagin has been dominating the urban market for long and it continued on top in week 23 with 11108 Impressions (000s), followed by Ye Hai Mohabbatein on Star Plus with 8299 Impressions (000s) on second spot. Saath Nibhaana Saathiya also on Star Plus stood third with 5800 Impressions (000s) followed by Kumkum Bhagya on Zee with 5653 Impressions (000s) on fourth spot. India’s Got Talent on Colors took the last spot with 5650 Impressions (000s).

    Urban+Rural

    Here also, Naagin on Colors took the pole position with 16780 Impressions (000s) followed by Ye Hai Mohabbatein on Star Plus with 1237 Impressions (000s) on second spot. Kumkum Bhagya on Zee with 9344 Impressions (000s) was at third place. Jodha Akbar on Zee Anmol and Saath Nibhaana Saathiya on Star Plus took fourth and fifth places with 8864 Impressions (000s) and 8802 Impressions (000s) respectively.

  • BARC week 23: Naagin rules, but rural markets prefer Jodha Akbar

    BARC week 23: Naagin rules, but rural markets prefer Jodha Akbar

    MUMBAI: According to BARC NCCS All Prime Time (1800 – 2330 hrs) 4+ Individuals data for week 23, Jodha Akbar on FTA Zee Anmol topped the Top 5 Hindi GEC Programs for Rural markets followed by Naagin on Colors. However, going by BARC Top 5 Hindi GEC Programs (Urban+Rural), Jodha Akbar on Zee Anmol stood at fourth position, while it did not find a place among Top 5 Hindi GEC Programs for Urban. 

    Naagin on Colors found a place among the top five lists across all the three BARC Hindi GEC classifications. Saath Nibhaana Saathiya was also among the top five lists across all the three classifications, but on different channels. In the rural markets it found a place on Star Utsav while in Urban and (Urban+Rural) markets it found a place among the top 5 on Star Plus.

    Three of Zee Anmol’s programs were listed among the top 5 in rural markets. 

    Rural

    In week 23, Jodhan Akbar on Zee Anmol with with 6935 Impressions (000s) topped the market followed by Naagin on Colors with 5672 Impressions (000s).  Bandini also on Zee Anmol with 4805 Impressions (000s) came third among the Top 5 Hindi GEC Programs for Rural markets, followed by Saath Nibhaana Saathiya on Star Utsav with 4503 Impressions (000s). It is Zee Anmol’s Meri Doli Teri Angana with 4348 Impressions (000s) that stood last in the top 5 Hindi GEC Programs Rural markets list for week 23.

    Urban

    Naagin has been dominating the urban market for long and it continued on top in week 23 with 11108 Impressions (000s), followed by Ye Hai Mohabbatein on Star Plus with 8299 Impressions (000s) on second spot. Saath Nibhaana Saathiya also on Star Plus stood third with 5800 Impressions (000s) followed by Kumkum Bhagya on Zee with 5653 Impressions (000s) on fourth spot. India’s Got Talent on Colors took the last spot with 5650 Impressions (000s).

    Urban+Rural

    Here also, Naagin on Colors took the pole position with 16780 Impressions (000s) followed by Ye Hai Mohabbatein on Star Plus with 1237 Impressions (000s) on second spot. Kumkum Bhagya on Zee with 9344 Impressions (000s) was at third place. Jodha Akbar on Zee Anmol and Saath Nibhaana Saathiya on Star Plus took fourth and fifth places with 8864 Impressions (000s) and 8802 Impressions (000s) respectively.

  • Colors to air ‘Kawach…Kaali Shaktiyon’ se from 11 June

    Colors to air ‘Kawach…Kaali Shaktiyon’ se from 11 June

    MUMBAI: Uneasy rests the soul that loves and loses. Its obsession with love challenges the realms of life and death. But, what happens when the soul turns rogue? Colors’ upcoming drama, a finite paranormal thriller series titled Kawach…Kaali Shaktiyon Se is a story of love, passion and obsession. Drawing evil from its grave to possess a pure soul in an epic battle against good, the show delves into the lives of a loving couple Paridhi and Rajbir, and his fanatical lover Manjulika’s unfulfilled soul. Supported by a dramatic narrative and backed by Balaji Telefilms’ prowess in celebrating Indian folklore and myths, the show dwells deep into the elements of supernatural occurrences and exorcism.

    Set to take over the baton from Naagin, the show will go on-air starting 11 June 2016, and will air every Saturday and Sunday at 8:00 pm.

    Commenting on the launch of the show, Colors CEO Raj Nayak said, “The numero uno show of Indian television is going to be replaced by a new entrant which has the potential to become another trendsetter in the industry. The success of Naagin has led us to believe that the Indian viewers have a huge appetite for stories which dangle on the realms of the unknown. Going by the efficacy of this research, we bring to the viewers, Kawach – a show that talks about love, demonic possession and exorcism. Colors has set a benchmark of sorts in the finite fiction series space and we hope to continue the same trend now with Kawach. The show will definitely create ripples, is our belief.”

    Adding further, Colors programming head Manisha Sharma said, “Rooted in possession and exorcism driven by fanatical love, the show will create supernatural experiences that will engage viewers across the country. The show is essentially a love story; on one side is a devoted wife who vows to protect her husband against all evils and on the other side is an insatiated spirit whose unrequited love for the same man makes her wreak havoc in his blissfully married life. Everyone who has struggled to secure his/her love or has loved and lost will identify with the emotions displayed in this drama. As Kawach charts its own course, we are confident in its ability to grip audience attention.”

    Speaking about the show, the reigning Czarina of Indian television, producer Ekta Kapoor of Balaji Telefilms said, “Supernatural themes in recent times have tasted much success across the entertainment industry. Be it in films or on television, audiences enjoy watching stories based on myths and folklore. Kawach…Kaali Shaktiyon Se will witness evil energies taking center stage as the goodness of love will be tested in all its glory. The show will evoke a multitude of emotions amongst viewers – be it empathy for Rajbir, hatred for Manjulika or reverence for Paridhi. With a strong VFX team in place, Kawach will be our next visually spectacular proposition on Colors and we look forward to strengthening our association with the channel further.”

    When love turns into an evil obsession, it holds the power and ability to completely take over a person’s existence. The show will see two types of love – an all-consuming obsessive love that draws Manjulika (Maheck Chahal) to Rajbir (Vivek Dahiya) even after her death, and a selfless strong-willed love that empowers Paridhi (Mona Singh) to protect Rajbir from dark elements. Paridhi’s determination and devotion, Rajbir’s conundrum and inability to ward off harm from his wife’s life, and Manjulika’s malevolence as she recuperates from having failed at being a temptress while she was still alive, will play a major role in shaping their personalities. As a fierce tussle juxtaposes good and evil, Manjulika’s soul possesses Paridhi’s body, and uses her dreams and ambitions to manipulate her presence in Rajbir’s life and future. And with Manjulika’s evil ploys and hell-fire for her fixation with Rajbir in the offing, it will be Paridhi’s efforts that will battle the realms of bone-chilling incidents.

    Speaking about her character, Mona Singh, who essays the role of Paridhi said, “Paridhi is a modern women who is well educated, is an archaeologist by profession and doesn’t believe in supernatural occurrences. But, she is willing to go to any length to protect her husband from the clutches of evil. She will get possessed by Manjulika’s spirit, but even this will not deter her from her goals. Paridhi considers love supreme and will chart her course to her destiny with that one goal in mind.” Commenting on Rajbir’s character, actor Vivek Dahiya said, “As a story of love and obsession, Kawach will take viewers on a spine-tingling ride. Rajbir doesn’t believe in supernatural powers, but is a strong believer in the power of love and uses it to fight evil spirits when his wife Paridhi is possessed by Manjulika’s soul. His misfortune and failure at protecting his wife causes him to take many decisions that shape their future and existence. But how Rajbir and Paridhi’s love fights through all odds forms the crux of this story.”

    Upon being casted in her first ever fiction role as Manjulika,Maheck Chahal said, “Manjulika is a dark and sexy seductress. She tries to win Rajbir’s heart but fails. Her return from the dead is a mark of power and passion, and she will do all it takes – including inhabiting Paridhi’s untainted and loving soul – to own the man who she believes is rightfully hers.”

    Along with the above cast, the show brings together a power-packed cast comprising of Ashwini Kalsekar as Indrani, Aham Mehta as Jagat Singh, Shiva Rindani as Bharat Singh, and Ritu Vij as Janki Devi amongst others.

    To engage with viewers at a grass-root level, Colors has devised a robust marketing and digital strategy including different touch points including outdoor and radio. Further, the channel has planned a series of on-ground activations at more than 130 Hanuman temples across HSMs (Hindi Speaking Markets) wherein a Kawach kit comprising of a Hunaman Chalisa and a Hanuman Kawach will be distributed amongst devotees. On the digital front, an extensive outreach has been planned utilizing multiple social media platforms including Facebook, Twitter and Instagram amongst others.

  • Colors to air ‘Kawach…Kaali Shaktiyon’ se from 11 June

    Colors to air ‘Kawach…Kaali Shaktiyon’ se from 11 June

    MUMBAI: Uneasy rests the soul that loves and loses. Its obsession with love challenges the realms of life and death. But, what happens when the soul turns rogue? Colors’ upcoming drama, a finite paranormal thriller series titled Kawach…Kaali Shaktiyon Se is a story of love, passion and obsession. Drawing evil from its grave to possess a pure soul in an epic battle against good, the show delves into the lives of a loving couple Paridhi and Rajbir, and his fanatical lover Manjulika’s unfulfilled soul. Supported by a dramatic narrative and backed by Balaji Telefilms’ prowess in celebrating Indian folklore and myths, the show dwells deep into the elements of supernatural occurrences and exorcism.

    Set to take over the baton from Naagin, the show will go on-air starting 11 June 2016, and will air every Saturday and Sunday at 8:00 pm.

    Commenting on the launch of the show, Colors CEO Raj Nayak said, “The numero uno show of Indian television is going to be replaced by a new entrant which has the potential to become another trendsetter in the industry. The success of Naagin has led us to believe that the Indian viewers have a huge appetite for stories which dangle on the realms of the unknown. Going by the efficacy of this research, we bring to the viewers, Kawach – a show that talks about love, demonic possession and exorcism. Colors has set a benchmark of sorts in the finite fiction series space and we hope to continue the same trend now with Kawach. The show will definitely create ripples, is our belief.”

    Adding further, Colors programming head Manisha Sharma said, “Rooted in possession and exorcism driven by fanatical love, the show will create supernatural experiences that will engage viewers across the country. The show is essentially a love story; on one side is a devoted wife who vows to protect her husband against all evils and on the other side is an insatiated spirit whose unrequited love for the same man makes her wreak havoc in his blissfully married life. Everyone who has struggled to secure his/her love or has loved and lost will identify with the emotions displayed in this drama. As Kawach charts its own course, we are confident in its ability to grip audience attention.”

    Speaking about the show, the reigning Czarina of Indian television, producer Ekta Kapoor of Balaji Telefilms said, “Supernatural themes in recent times have tasted much success across the entertainment industry. Be it in films or on television, audiences enjoy watching stories based on myths and folklore. Kawach…Kaali Shaktiyon Se will witness evil energies taking center stage as the goodness of love will be tested in all its glory. The show will evoke a multitude of emotions amongst viewers – be it empathy for Rajbir, hatred for Manjulika or reverence for Paridhi. With a strong VFX team in place, Kawach will be our next visually spectacular proposition on Colors and we look forward to strengthening our association with the channel further.”

    When love turns into an evil obsession, it holds the power and ability to completely take over a person’s existence. The show will see two types of love – an all-consuming obsessive love that draws Manjulika (Maheck Chahal) to Rajbir (Vivek Dahiya) even after her death, and a selfless strong-willed love that empowers Paridhi (Mona Singh) to protect Rajbir from dark elements. Paridhi’s determination and devotion, Rajbir’s conundrum and inability to ward off harm from his wife’s life, and Manjulika’s malevolence as she recuperates from having failed at being a temptress while she was still alive, will play a major role in shaping their personalities. As a fierce tussle juxtaposes good and evil, Manjulika’s soul possesses Paridhi’s body, and uses her dreams and ambitions to manipulate her presence in Rajbir’s life and future. And with Manjulika’s evil ploys and hell-fire for her fixation with Rajbir in the offing, it will be Paridhi’s efforts that will battle the realms of bone-chilling incidents.

    Speaking about her character, Mona Singh, who essays the role of Paridhi said, “Paridhi is a modern women who is well educated, is an archaeologist by profession and doesn’t believe in supernatural occurrences. But, she is willing to go to any length to protect her husband from the clutches of evil. She will get possessed by Manjulika’s spirit, but even this will not deter her from her goals. Paridhi considers love supreme and will chart her course to her destiny with that one goal in mind.” Commenting on Rajbir’s character, actor Vivek Dahiya said, “As a story of love and obsession, Kawach will take viewers on a spine-tingling ride. Rajbir doesn’t believe in supernatural powers, but is a strong believer in the power of love and uses it to fight evil spirits when his wife Paridhi is possessed by Manjulika’s soul. His misfortune and failure at protecting his wife causes him to take many decisions that shape their future and existence. But how Rajbir and Paridhi’s love fights through all odds forms the crux of this story.”

    Upon being casted in her first ever fiction role as Manjulika,Maheck Chahal said, “Manjulika is a dark and sexy seductress. She tries to win Rajbir’s heart but fails. Her return from the dead is a mark of power and passion, and she will do all it takes – including inhabiting Paridhi’s untainted and loving soul – to own the man who she believes is rightfully hers.”

    Along with the above cast, the show brings together a power-packed cast comprising of Ashwini Kalsekar as Indrani, Aham Mehta as Jagat Singh, Shiva Rindani as Bharat Singh, and Ritu Vij as Janki Devi amongst others.

    To engage with viewers at a grass-root level, Colors has devised a robust marketing and digital strategy including different touch points including outdoor and radio. Further, the channel has planned a series of on-ground activations at more than 130 Hanuman temples across HSMs (Hindi Speaking Markets) wherein a Kawach kit comprising of a Hunaman Chalisa and a Hanuman Kawach will be distributed amongst devotees. On the digital front, an extensive outreach has been planned utilizing multiple social media platforms including Facebook, Twitter and Instagram amongst others.

  • Is supernatural a winning formula for Colors?

    Is supernatural a winning formula for Colors?

    MUMBAI: Remember shows like Aahat aired on Sony Entertainment Television, Woh and The Zee Horror Show on Zee TV? Recall those scary faces, the revolting dead bodies, flying furniture and conjured up fires from nowhere with special effects, because that was what was usually ‘patent’ for a horror show? Well, decades after such ‘horror’ shows almost vanished from prime time, supernatural is making a big time comeback on Indian television.

    The 90s of the previous century saw a few broadcasters and production houses going gaga over supernatural or horror fiction series, but after a certain period of time the genre was almost wiped off. Now, from Daayans to a shape shifting wolf to Naaginsto Makhi, Hindi GEC has recently witnessed number of aspects of the supernatural element. But only Colors seems to have cracked the supernatural code. It started with Naagin and the trend of supernatural characters after that has become unstoppable.

    In the first week of its launch, the weekend fiction show Naagin overtook the top five programmes on Hindi GECs. After breaking records with Naagin, its production house Balaji Telefilm’s is all set to launch a new show Kawach… Kaali Shaktiyon Se also on Colors, yet another supernatural show based on exorcism.

    An industry source close to the people involved with Naagin revealed to Indiantelevision.com that the show cost is between Rs 20 – 25 lakh per episode. On the ad rates front, Naagin commands about Rs 1.5 lakh for a 10 second slot. A sources close to the channel informed that the production cost of Balaji’s Kawach has been estimated at between Rs 15-20 lakhs per episode.

    Speaking on the success of Naagin Colors programming head Manisha Sharma said, “Series like Naagin are edgy, they move faster and you can experiment with them. They don’t follow the grammar of soaps. We had this 8pm slot vacant and luckily we were the first one to encash it.”

    “We are truly a variety entertainment channel. We give audiences soaps like Naagin, comedy shows, reality such as India’s Got Talent and Fear Factor. Our strategy is ‘Let’s put up the variety and be ahead of the game’. We were first ones to do Naagin and we will be first ones to do Kawach. There is a huge bunch of people that watch such shows and we are just trying to open up that market in India,” explained Sharma.

    Speaking about the trend, a senior creative director said, “The Makhi element was used in Sasural Simar Ka to increase TRPs’ that eventually didn’t happen. If we talk about Naagin, it is just a revenge story, but it is packed with good content and strong casting. Naagin undoubtedly is a well-crafted story. “

    “Supernatural characters have been used by many in their shows, but for some they didn’t work out well. Shows like Vishkanyaand Adhuri Kahani Humari failed to generate positive ratings even after using power packed VFX. Ideas can be supernatural but they need to be well crafted,” said another creative head.

    From the ratings it’s clear the Vishkanya launched by Zee TV on 28 March at 6.30 pm time band from Monday- Friday failed to garner positive ratings for the channel. According to the BARC data, in week 18 the show garnered 2029 Impressions ‘000s while in week 19 the channel witnessed a slight hike in ratings with 2107 Impressions ‘000s but in week 20 and week 21 ratings just nosedived with 1648 Impressions ‘000s and 1347 Impressions ‘000s respectively.

    On the other hand, another Balaji show on &TV, Yeh Kahan Aa Gaye Hum launched on 26 October at the 9.30 time slot fromMonday- Friday had to include the track of a cursed tiger with supernatural elements to pep up its ratings. In week 18, the show recorded, 1142 Impressions ‘000s while in week 19 and 20 ratings were slightly increased from 1255 Impressions ’000s and 1298 Impressions ‘000s. But again in week 21, the show saw a dip in ratings and recorded 1297 Impressions ‘000s.

    Adhuri Kahani Hamari on &TV was about reincarnation also revolved around a snake went off air on 13 May. The show failed to garner positive ratings for the channel. In week 18, the show recorded 726 Impressions ‘000s, while in week 19, the show closed at 1025 Impressions ‘000s.

    While speaking with Indiantelevision in an earlier interview, RBNL CEO Tarun Katial had said, “One horror show starts many starts, one crime show starts many others to make them, it’s a trend. People do enough of the genre and then they move to the next one.”

    Katial further added, “I think that content is getting more innovative and more lateral. People are thinking of different ways of storytelling. We have to put imagination around this. You know if we were to call Naagin regressive then we should also callVampire Diaries regressive but we watch Vampire Diaries and we don’t call it regressive. All the sci-fi or supernatural that goes around on American television, we don’t call it regressive because it comes from Hollywood.”

    “These all are disruptive trends In fact as far as regular story telling goes, every show needs to outshout others so either there is a high point or there is some action or outdoor that happened because when you do something like horror fiction or supernatural you draw lot of attention and if your story telling is strong you retain that attention which then converts into ratings. I think from time to time makers keep doing this to get that spike. But this can be a trap if you are doing things, those things should not damage the credibility of the show,” opined a senior producer.

    Whether it is the broadcaster and production house that are producing such creative content just to create the buzz and for high ratings, it has definitely managed to engross audiences. Balaji Telefilms which is famous for all the typical Saas – Bahu dramas and reincarnation love stories is slowly moving ahead with the supernatural mantra.

    Colors has already announced that it will come back with Naagin season 2 soon and now it’s Kawach that is all set to scare small screens viewers. These are interesting times and it will be interesting to see that how Colors and Balaji encash their new offerings.

  • Is supernatural a winning formula for Colors?

    Is supernatural a winning formula for Colors?

    MUMBAI: Remember shows like Aahat aired on Sony Entertainment Television, Woh and The Zee Horror Show on Zee TV? Recall those scary faces, the revolting dead bodies, flying furniture and conjured up fires from nowhere with special effects, because that was what was usually ‘patent’ for a horror show? Well, decades after such ‘horror’ shows almost vanished from prime time, supernatural is making a big time comeback on Indian television.

    The 90s of the previous century saw a few broadcasters and production houses going gaga over supernatural or horror fiction series, but after a certain period of time the genre was almost wiped off. Now, from Daayans to a shape shifting wolf to Naaginsto Makhi, Hindi GEC has recently witnessed number of aspects of the supernatural element. But only Colors seems to have cracked the supernatural code. It started with Naagin and the trend of supernatural characters after that has become unstoppable.

    In the first week of its launch, the weekend fiction show Naagin overtook the top five programmes on Hindi GECs. After breaking records with Naagin, its production house Balaji Telefilm’s is all set to launch a new show Kawach… Kaali Shaktiyon Se also on Colors, yet another supernatural show based on exorcism.

    An industry source close to the people involved with Naagin revealed to Indiantelevision.com that the show cost is between Rs 20 – 25 lakh per episode. On the ad rates front, Naagin commands about Rs 1.5 lakh for a 10 second slot. A sources close to the channel informed that the production cost of Balaji’s Kawach has been estimated at between Rs 15-20 lakhs per episode.

    Speaking on the success of Naagin Colors programming head Manisha Sharma said, “Series like Naagin are edgy, they move faster and you can experiment with them. They don’t follow the grammar of soaps. We had this 8pm slot vacant and luckily we were the first one to encash it.”

    “We are truly a variety entertainment channel. We give audiences soaps like Naagin, comedy shows, reality such as India’s Got Talent and Fear Factor. Our strategy is ‘Let’s put up the variety and be ahead of the game’. We were first ones to do Naagin and we will be first ones to do Kawach. There is a huge bunch of people that watch such shows and we are just trying to open up that market in India,” explained Sharma.

    Speaking about the trend, a senior creative director said, “The Makhi element was used in Sasural Simar Ka to increase TRPs’ that eventually didn’t happen. If we talk about Naagin, it is just a revenge story, but it is packed with good content and strong casting. Naagin undoubtedly is a well-crafted story. “

    “Supernatural characters have been used by many in their shows, but for some they didn’t work out well. Shows like Vishkanyaand Adhuri Kahani Humari failed to generate positive ratings even after using power packed VFX. Ideas can be supernatural but they need to be well crafted,” said another creative head.

    From the ratings it’s clear the Vishkanya launched by Zee TV on 28 March at 6.30 pm time band from Monday- Friday failed to garner positive ratings for the channel. According to the BARC data, in week 18 the show garnered 2029 Impressions ‘000s while in week 19 the channel witnessed a slight hike in ratings with 2107 Impressions ‘000s but in week 20 and week 21 ratings just nosedived with 1648 Impressions ‘000s and 1347 Impressions ‘000s respectively.

    On the other hand, another Balaji show on &TV, Yeh Kahan Aa Gaye Hum launched on 26 October at the 9.30 time slot fromMonday- Friday had to include the track of a cursed tiger with supernatural elements to pep up its ratings. In week 18, the show recorded, 1142 Impressions ‘000s while in week 19 and 20 ratings were slightly increased from 1255 Impressions ’000s and 1298 Impressions ‘000s. But again in week 21, the show saw a dip in ratings and recorded 1297 Impressions ‘000s.

    Adhuri Kahani Hamari on &TV was about reincarnation also revolved around a snake went off air on 13 May. The show failed to garner positive ratings for the channel. In week 18, the show recorded 726 Impressions ‘000s, while in week 19, the show closed at 1025 Impressions ‘000s.

    While speaking with Indiantelevision in an earlier interview, RBNL CEO Tarun Katial had said, “One horror show starts many starts, one crime show starts many others to make them, it’s a trend. People do enough of the genre and then they move to the next one.”

    Katial further added, “I think that content is getting more innovative and more lateral. People are thinking of different ways of storytelling. We have to put imagination around this. You know if we were to call Naagin regressive then we should also callVampire Diaries regressive but we watch Vampire Diaries and we don’t call it regressive. All the sci-fi or supernatural that goes around on American television, we don’t call it regressive because it comes from Hollywood.”

    “These all are disruptive trends In fact as far as regular story telling goes, every show needs to outshout others so either there is a high point or there is some action or outdoor that happened because when you do something like horror fiction or supernatural you draw lot of attention and if your story telling is strong you retain that attention which then converts into ratings. I think from time to time makers keep doing this to get that spike. But this can be a trap if you are doing things, those things should not damage the credibility of the show,” opined a senior producer.

    Whether it is the broadcaster and production house that are producing such creative content just to create the buzz and for high ratings, it has definitely managed to engross audiences. Balaji Telefilms which is famous for all the typical Saas – Bahu dramas and reincarnation love stories is slowly moving ahead with the supernatural mantra.

    Colors has already announced that it will come back with Naagin season 2 soon and now it’s Kawach that is all set to scare small screens viewers. These are interesting times and it will be interesting to see that how Colors and Balaji encash their new offerings.