ITV

Tag: Swaragini

  • 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.”

  • Rashmi Sharma Telefilms upbeat with 7 shows on air; mulls comedy show

    Rashmi Sharma Telefilms upbeat with 7 shows on air; mulls comedy show

    MUMBAI: What’s common between Star Plus’ Saath Nibhana Saathiya and Colors’ Sasural Simar Ka and Swaragini, which incidentally have also been among the top rated shows across the Hindi general entertainment channels (GEC) genre?

     

    The answer is simple – Rashmi Sharma Telefilms. All three chart topping shows have been produced by this decade old production house. 

     

    Apart from the three mentioned above, the production house currently has another three shows running across channels including Bhagyalakshmi and Santoshi Maa on &TV as well as Sarojini on Zee TV. What’s more, come 4 January, 2016 and Rashmi Sharma Telefilms will be taking its total shows on air tally to seven with the launch of Silsila Pyaar Ka on Star Plus, which will be aired in the 8.30 pm time band.

     

    What’s more, after trying its hand at different genres, Rashmi Sharma Telefilms is now planning to dabble into yet another genre. Speaking to Indiantelevision.com Rashmi Sharma Telefilms producer Rashmi Sharma says, “We are working on a comedy concept but it’s too early to talk about it. But yes, in 2016 we might come up with a comedy show.”

     

    Throwing light on the production house’s run on Indian television so far, she further adds, “It’s purely hard work and the consistency that we maintain in changing the thought process of the shows. Not only with Saath Nibhana Saathiya or Sasural Simar Ka but with other shows like Swaragini and Santoshi Maa as well; we keep innovating with content and introduce new twists and turns, which makes the shows interesting and lively.”

     

    Saath Nibhana Saathiya and Sasural… are the banner’s two longest running shows and are also among the top five shows in Broadcast Audience Research Council (BARC) India’s ratings. “One show is based on a Gujarati family, while the other is a Delhi based story and both stories are completely different from each other. We started with Simar’s story in Sasural Simar Ka but today the elements in the show are different. Not only that, they are also different from other shows that are on television. We try to maintain the DNA of our shows throughout their journey,” informs Sharma.

     

    The production house’s newest offering, Silsila Pyaar Ka revolves around the story of a mother who has controlled her son’s life and wants to write every chapter of his life. The story creates a twist when a girl enters his life.

     

    Silsila Pyaar Ka is replacing Balaji Telefilms’ Kuch Toh Hai Tere Mere Darmiyaan, which was launched on 29 September. Speaking on the same, Sharma says, “I can’t comment on the show as I have never seen it but I believe every show has its own destiny. When I started my shows Saathiya… and Sasural… I never thought that the shows would cross 1300 episodes. We believe in hard work and TRP is something, which is not in our hands. We look for quality and ratings are just the motivation to do better. But one can’t make shows on the basis of ratings. I still remember till about 80 episodes of Swaragini, we sustained at an average level but we never pulled down the show because of ratings. We never touched the foundation of the show. Even with Saathiya,till 100 episodes the show didn’t work well but we didn’t take off the show and today it’s one of the top shows on Star Plus.” 

     

    Talking about the early prime time slot that Saath Nibhana Saathiya created with its popularity, Sharma says, “For our show Saathiya, we waited for seven months for the time slot and at that time 7 pm was the slot that the channel agreed to give. As a production house we were excited to launch the show and it created its own prime time. It has worked well for us and for the channel as well. Even with Sasural Simar Ka, the channel was ready to give us the 7.30 pm time band as at 8 pm they had Balika Vadhu. Moreover, their others shows were also doing well and so we opted for 7.30 pm and it worked again. Initially Sasural Simar Ka didn’t work well and took time to establish. Today, it is one of the top rated shows on the channel.”

     

    With seven shows on air and another in the pipeline, the production house sure seems upbeat about its journey ahead.

  • BARC week 40: Sony enters top five; Star Plus leads Hindi GEC

    BARC week 40: Sony enters top five; Star Plus leads Hindi GEC

    MUMBAI: In the Hindi general entertainment channels (GECs), Sony Entertainment Television has made an entry into the top five channels taking over the fifth position in week 40 of Broadcast Audience Research Council (BARC) India. On the other hand, Star Plus continued to lead the pack, whereas Colors retained its position in the second slot.

     

    Star Plus grabbed the first position with 403347 (000Sums) followed by Colors with 396900 (000Sums). On third spot was Zee TV with 253049 (000Sums), whereas Life OK was in the fourth slot with 230947 (000Sums). Usurping its sister channel Sab’s fifth position this week was Sony Entertainment Television with 176236 (000Sums).

     

    In top five programmes in Hindi GECs, Colors’ prime time show Swaragini with 6760 (000Sums) led the chart followed by Star Plus’ Saath Nibhaana Saathiya with 6713 (000Sums) in the second slot. The third slot was occupied with yet another Colors’ show Sasural Simar Kawith 6195 (000Sums). Zee TV’s Kumkum Bhagaya bagged the fourth slot with 6092 (000Sums) whereas, Star Plus’ Diya Aur Baati with 5797 (000Sums) was in the fifth place.

     

    In the kids genre, Nick (v) led the section and grab the top slot with 46142 (000Sums) followed by Pogo TV (v) in second slot with 36383 (000Sums) and Cartoon Network (v) in third spot with 29392 (000Sums).

     

    Ten Sports continued to lead the sports genre and held the first spot with 36280 (000Sums) followed by Star Sports 3 in second place with 29992 (000Sums) and Star Sports 1 with 26191 (000Sums) in the third berth.

     

    Amongst the English News channels, Times Now maintained its top slot with 272 (000Sums) followed by India Today Television in the second slot with 159 (000Sums). On the other hand, CNN IBN with 158 (000 Sums) held the third position.

     

    In the Bhojpuri segment, Big Magic Ganga continued to lead with 3862 (000Sums) followed by Dangal TV in the second slot with 1539 (000Sums) and Anjan TV on the third spot with 1346 (000Sums).

  • &TV to experiment with socio-mytho genre with ‘Santoshi Maa’

    &TV to experiment with socio-mytho genre with ‘Santoshi Maa’

    MUMBAI: Spreading its wings across genres, the newest Hindi general entertainment channel (GEC) from the Zee Entertainment Enterprises stable – &TV is all set to experiment with the socio-mythological genre. The channel will soon be launching its first series in the genre titled Santoshi Maa.

    According to information available with Indiantelevision.com, the show is being produced by Rashmi Sharma Telefilms, which is known for popular fictions series like Bhagyalakshmi (&TV), Swaragini and Sasuraal Simar Ka (Colors) and Saath Nibhaana Saathiya (Star Plus).

    The channel has roped in veteran actress Aruna Irani, a popular face on &TV, for the show’s promo, which aired on prime time on 28 September.

    The promo features Irani as a successful superstar who has achieved fame, luxury and wealth, but is still seeking inner fulfillment and peace. The promo sees her delivering the line, “I have achieved everything in life but not satisfaction.”

    In recent years, Indian television has seen many mythological series dominating the prime time on Hindi GECs. Shows like Mahabharat, Santakmochan Mahabali Hanuman, Devo Ke Dev Mahadev and Surya Putra Karn are some of the shows that have managed to grab eyeballs on the small screen. What’s more, given the popularity of the genre in India, last year also witnessed the launch of a separate channel – The Epic Channel, which airs original content in the Indian history, folklore and mythology space.

    Santoshi Maa’s launch date on &TV has not yet been revealed by the channel.

  • Colors slots ‘Bigg Boss 9’ at 10.30 pm; brands iffy?

    Colors slots ‘Bigg Boss 9’ at 10.30 pm; brands iffy?

    MUMBAI: Promoting the ninth season of its reality show Bigg Boss as ‘double trouble,’ Colors has piqued interest by slotting it late in the 10.30 pm band as opposed to the earlier 9 pm time slot.

    However, the media planning and buying community as well as advertisers are somewhat skeptical about the new timing for the popular show fearing that viewership might go down in the 10.30 pm slot.

    According to information available with Indiantelevision.com, the reason behind putting the show in the 10.30 pm slot was that Colors’ prime time shows Chakravartin Ashoka Samrat (9 pm) and Swaragini (9.30 pm) are doing exceptionally well in their respective time slots. WhileSwaragini has continuously managed to maintain its position amongst the top five progarmmes in Hindi GECs, Chakravartin Ashoka Samrattoo makes appearance in the top five every now and then.

    “Changes in the time slot will definitely influence the viewership as well as the ad rates for the show. The ad rates this year are likely to go down as compared to last year’s rates. Brands are unhappy with the channel’s decisions as prime time gives more visibility to them,” said a senior media planner, on condition of anonymity.

    Another media planner added, “The late hour time slot will certainly pose question marks on brands’ willingness to come on board as well as the ad rates pricing. But on the other hand, Salman Khan’s brand value has also gone up substantially. So while the time shift of Bigg Bosswill impact viewership and subsequently the ad rates in the initial periods, I feel that the broadcaster will pick it up by putting captivating content. Overall Bigg Boss will retain its charm.”

    Colors has roped in SnapDeal as the title sponsor for the show, powered by Oppo Mobile India and driven by Maruti Swift.

    While the opening episode of Bigg Boss 9 on Sunday, 11 October will be aired at 9 pm, subsequent episodes of the season will be telecast from 10.30 – 11.30 pm.

    With Bigg Boss 9 being slotted at 10.30 pm, Colors will do away with the repeat telecast of Ishq Ka Rang Safed at 10:30 pm. On the other hand, Code Red in the 11 pm slot will also go off air, according to the sources. Whether the channel will reschedule the show is not known as of now.

    With the tagline of ‘Double Trouble,’ Bigg Boss 9 and the new time slot does give some wind to the speculation that some of the show’s content may be risqué and not suitable for family viewing as per the country’s television guidelines. While the contestants’ antics coupled with Khan’s inimitable hosting style has managed to pack a punch more often than not, this season of Bigg Boss seems to promise doubled the fun.

    That said, it will be interesting to see whether the change in time slot for Bigg Boss 9 will work for Colors or not and whether brands show the same enthusiasm for the show as for its previous seasons.

  • BARC week 36: Colors clinches No 1 spot; topples Star Plus again

    BARC week 36: Colors clinches No 1 spot; topples Star Plus again

    MUMBAI: The race for the top slot between Hindi general entertainment channels (GECs) Star Plus and Colors continues. 

     

    In week 36 of Broadcast Audience Research Council (BARC) India ratings, Colors has yet again pipped Star Plus to gain the numero uno spot. It may be recalled that while in week 34 Colors made history by becoming the number one channel, in week 35, Star Plus managed to regain its lead position.

     

    In week 36, Colors lead the Hindi GEC brigade with 386518 (000Sums) followed by Star Plus in second position with 370135 (000Sums). Both channels witnessed an increase in rating points from the previous week where Colors had 354956 (000s Sum), while Star Plus had 355269 (000s Sum).

     

    On the other hand, Zee TV with 263194 (000Sums) held the third slot, whereas Life OK secured fourth position with 207606 (000Sums). Sab was at the fifth position with 177268 (000Sums) in week 36.

     

    Like last week, Zee TV’s Kumkum Bhagya led the chart of the top five Hindi GECs programmes with 7264 (000Sums) followed by Colors’Meri Aashiqui Tum Se Hi at the second slot with 6184 (000Sums). Star Plus’ Saath Nibhaana Saathiya secured third place with 5782 (000Sums), whereas Colors’ Swaragini and Udaan held fourth and fifth position with 5739 (000Sums) and 5643 (000Sums) respectively.

     

    In the kids segment, Nick led the pack with 46651 (000Sums) followed by Pogo and Cartoon Network in second and third slot 37138 (000 Sums) and 34556 (000Sums) respectively.

     

    Ten Sports continued to hold the top slot in the sports genre with 30850 (000Sums). Star Sports 1 secured the second berth with 15461 (000Sums), while Sony Six was in third slot with 13764 (000Sums).

     

    Amongst the English News channels, in first slot was Times Now with 511(000Sums), followed by NDTV at the second slot with 220 (000Sums), while CNN IBN with 165 (000 Sums) held the third position.

     

    With no change in position this week, Big Magic Ganga in the Bhojpuri genre led the tally with 4661 (000Sums) followed by ETV Bihar Jharkhand in the second spot with 1795 (000Sums) and Dangal TV in the third slot  with 1647 (000Sums).

  • BARC week 31: Star Plus, Ten Sports, Nick, Times Now rule the roost

    BARC week 31: Star Plus, Ten Sports, Nick, Times Now rule the roost

    MUMBAI: Star Plus continued to retain its leadership position in the general entertainment channel (GEC) category as it fetched 417090 (000 Sum) in the week 31 analysis of Broadcast Audience Measurement Council India (BARC) ratings. 

     

    The second slot was booked by Colors with 340631 (000 Sum) followed by Zee TV with 261527 (000 Sum). Life OK with 235201 (000 Sum) was above Sab at the fourth berth, wherein the latter fetched 197346 (000 Sum).

     

    Zee TV’s Kumkum Bhagya with 5868 (000 sum) dethroned Star Plus’ Saath Nibhaana Saathiya with 5805 (000 sum) to grab the pole position in BARC India’s list of top programs. Colors’ Sasural Simar Ka with 5121 (000 sum) and Swaragini with 4986 (000 sum) secured third and fourth place respectively.

     

    There was no change in the leadership position in the sports genre either as Ten Sports backed by WWE continued to lead the tally with 32203 (000 Sum). The live broadcaster of Sri Lanka VS Pakistan T20 match – Ten Cricket garnered 19549 (000 Sum) and sat on the second slot over Star Sports 2, which secured third position with 14427 (000 Sum)

     

    Nick also managed to keep its leadership position intact in the kids genre with 46317 (000 Sum) followed by Pogo TV with 37391 (000 Sum). Cartoon Network with 27112 (000 Sum) secured third place.

     

    Times Now continued its undisputed run as the leader in the English News genre with 599 (000 Sum) followed by India Today Television with 201 (000 Sum). NDTV 24×7 with 168 (000 Sum) secured the third position.

  • ‘Swaragini’ captures Kolkata’s hotspots

    ‘Swaragini’ captures Kolkata’s hotspots

    KOLKATA: Various key locations of Kolkata, the city of Joy, including Howrah Bridge, Victoria Memorial, tram lines travelling to the Kalighat Temple and Millenium Park, have been captured for a new Hindi TV show Swaragini.

     

    The team of the serial, which highlights the cultural conflicts between two neighbouring families, launched the new entertainment show here.

     

    The leading faces of the show include Helly Shah and Tejaswi Prakash Wayangankar who play Swara Bose and Ragini Gadodia respectively.

     

    Swaragini tells the story of how Swara and Ragini discover their true identities and hold onto their family ties amid fractured relationships, which are the result of a certain past.

     

    Swara is a vibrant, fun loving and friendly girl brought up in an open-minded Bengali family. She lives life on her own terms, takes her own decisions and enjoys the small joys of life. She has lived the most part of her life at her maternal house with her maternal grandmother and brought up by a single mother, who is like her friend and confidante.

     

    Talking about playing the character, Helly said, “Swara is very similar to what I am in real life. The only difference is I am Gujarati and she is Bengali. Swara as Bengali is a non-vegetarian eating person, but in real life I am a vegetarian.”

     

    The promos of the show depict the Bengali family cooking fish. For Helly, shooting with the fish was quite an experience.

     

    “I never thought I will hold fish in my hand, but I did. It was very scary, almost like a nightmare but I did it for one of the opening sequences,” Helly said.

     

    On the other hand, Tejaswi’s character Ragini is a simple, down to earth and obedient girl. She belongs to a Marwari family and believes in listening to whatever her elders tell her to do. She resides with her father and grandparents. She loses her mother to illness but holds her memories dear.

     

    Tejaswi added, “There is lot of similarity and dissimilarity. Since I play a Marwari, I can’t eat non-vegetarian but I am hardcore non-vegetarian in real life. Also, I was supposed to be a classically trained singer, so I learnt classical singing and obviously when it comes to family, I follow my elders but I don’t belong to a conservative family, unlike what is seen in this show.”

     

    Swaragini, produced by Rashmi Sharma from Rashmi Sharma Telefilms, also features other characters — Shobha Bose played by Tanima Sen, Sharmishtha Bose played by Parinita Borthakur, Parvati Gadodia played by Alka Kaushik and Shekhar Gadodia played by Sachin Tyagi.

     

    With this show, Bengali actress Tanima Sen is also making her debut in Hindi showbiz.

  • Colors unveils a new note on family relationships with ‘Swaragini’

    Colors unveils a new note on family relationships with ‘Swaragini’

    MUMBAI:  Some relationships bring joy; some bring sadness and some bring anger just by the virtue of being broken beyond repair. This March, COLORS joins hands with Rashmi Sharma Telefilms to present an all-new television offering, Swaragini, which is set in the milieu of culturally rich Kolkata. The show narrates the story of two warring neighborhood families – the Bose and Gadodia families with diverse value systems. Swara and Ragini the daughters from these two families have distinctly different personalities shaped by their upbringing. Swaragini is a journey of how Swara and Ragini discover their true identities and hold onto their family ties and ideals in a fractured and uncordial environment which is a result of a concealing past. Whether they will be able to bridge the ever-widening divide between their families is, in fact, the question of the hour. Swaragini is set to hit airwaves starting 2nd March, 2015 and will air every Monday to Friday at 9:30 PM on Colors.

     

    Speaking about the launch of Swaragini, Manisha Sharma, Programming Head – COLORS, said, “Drama and entertainment are two essentials of a television offering which make for a gripping watch. As we venture into unchartered territory while exploring the fresh backdrop of Kolkata in Swaragini, our focus remains on creating a narrative that will enthrall viewers. The legendary divide between different cultures and their subsequent dysfunctional relations are at the helm of Swaragini’s storyline. The show will be premiering in the 9:30 PM primetime timeslot which will bring the tale featuring real and identifiable characters suitable for family viewing.”

     

    Swara (played by Helly Shah)and Ragini’s (played by Tejaswi Prakash) dissimilar personalities are primarily influenced by their grandmothers Shobha (essayed by Tanima Sen) and Parvati (essayed by Alka Kaushal) who also hold tight reins over Swara’s mother Sharmishtha (portrayed by Parinita Borthakur) and Ragini’s father Shekhar (portrayed by Sachin Tyagi) respectively. The show builds on the love-hate relationship that runs deep in the psyche of Kolkata – a divide between the articulate, thoughtful Bengalis and the fierce, ambitious Marwaris.

     

    Swaragini has been shot in authentic locations across Kolkata including Howrah Bridge, Victoria Memorial, Tram Lines between Kidderpore and Dalhousie, Kalighat Mandir, Millennium Park, Dakshineshwar Kali Temple and multiple more locations that showcase the cultural mix that Kolkata offers.

     

    To ensure that the authentic feel of Kolkata trickles through the entire show, a special set has been designed in Mumbai which recreates Kolkata and brings alive the different nuances which the make the city a truly delightful treat for viewers.

     

    Commenting on her brand-new television venture, producer Rashmi Sharma from Rashmi Sharma Telefilms, said, “Swaragini is a family-driven show with real characters who together narrate a story of inter-cultural family conflicts and how they can be overcome. With cast from varied cultures, our focus has been to recreate the real-life Bengali-Marwari divide to further build relatability among viewers. Kolkata is a melting pot of cultures and this is the first time that we are shooting here. Every bit of our experience has been enriching and we hope that the audience enjoy our narrative through the eyes of our protagonists.”

     

    To promote the show, the channel has chalked out a comprehensive 360-degree marketing campaign that includes on-air promotions, outdoor media, communications strategies and extensive digital initiatives. The campaign aims at driving concentrated engagement with the consumers via various mediums so as to create maximum buzz and eye balls for the show.