ITV

Tag: Saakshi

  • Zee’s India’s Best hits the television shelf

    Zee’s India’s Best hits the television shelf

    MUMBAI: The much awaited Zee’s Cinestars Ki Khoj is all set to hit the television shelf. With the hunt for the two potential stars in its second phase, the event will be on air starting 2 July on every Friday and Saturday for an hour’s duration in the 9 pm slot.

    The telecast schedule for this event for the next 10 weeks, which essentially is phase one, will showcase the ecstasy, trauma, victory and defeat through 20 episodes.

    In terms of what this whole concept has meant for Zee as a brand, Zee claims the following:

    1. Brand recall value
    2. Strengthened the connect the channel shares with the masses
    3. Programming awareness

    Also, this endeavour does not stop after the conclusion of this debut hunt, but is going to be an annual occurrence.

    Speaking on the occasion Essel Corporate Group’s vice president corporate brand development Ashish Kaul says, “In India people are passionate about two things films and cricket and India’s Best was one such opportunity that helped us in reaching people and creating brand recall of Zee TV.”

    Looking at how the channel is going to be padding the whole event to make it a more interesting and novel watch, Zee has raked up a reality show which revolves around the final participants, in an attempt to get the viewer up close with the final participants. This reality show will be woven in with the second phase of the event where the finalists from all cities enter the semi and the final rounds of the best of the best.

    As reported earlier, Zee’s agenda is essentially to augment its weekend lineup as well as to tap the weekend viewers. A point to note here would be that Zee has juxtaposed its Cinestar Ki Khoj against Sony’s Devi on Friday and Saakshi on Saturday. Also Star’s Shararat, Ssshhh Koi Hai Darr on Friday and a feature film on Saturday.

    Hence it’s going to be interesting to see how much Zee is able to ramp up viewership in what some see as the steadily “dipping weekend viewership”. At the very minimum, the first target would be to get a fair share of the weekend pie.

  • Madhavi Mutatkar turns independent software producer

    MUMBAI: Former Zee TV president and Doordarshan longtimer Madhavi Mutatkar is back to her first love, content creation. 
    Mutatkar has launched an independent production company, Impact Vision, that is in the process of creating at least three serials for DD Sahyadri. Mutatkar, who was with Doordarshan Mumbai for over 15 years before moving on to Zee TV, where she helped launch nine channels, is now working on a series that focuses on children and habits shaped during their formative years. The Marathi series will have a celebrity talking about his or her own childhood habits, followed by a dramatised version of bad habits and their aftermath. “A mix of reality and fictionalisation is important for a child to imbibe values,” says Mutatkar. 


    She has already finished shooting two docudramas that are to be aired shortly. One on Savitribai Phule, the pioneer of women’s education in India and the other portrays the life of Sane Guruji, the pioneer of children’s literature and education.
    Another serial due to come up shortly on DD Sahyadri, deals with parenting in the present world. Instead of panel discussion on the subject, the series will cover touchy topics like sibling rivalry and puberty through short stories. Each episode could have a child psychologist or an eminent personality from the field of child development as an anchor, says Mutatkar.
    She has also finalised a deal with DD Sahyadri to create a series on the stories of women victimised at home and work, in association with the Maharashtra State Commission for Women. Tentatively titled Saakshi, the show is likely to be a DD inhouse production.
    Impact Vision is also set to launch an English feature film, based on a ‘very Indian theme’. Scripted by Gajra Kottary, the film is essentially aimed at the international market, says Mutatkar. Scheduled for a 2004 launch, the film will either be dubbed in Hindi or shot as a bilingual movie, she says.
    Impact Vision, founded by Mutatkar, is also currently working as a media strategist for corporates, conceptualising and creating television campaigns for the companies it works with.