Girl Power

“A large part of India’s population live in rural areas,but their role as consumers is crucial for the success of any brand in India. SaharaOne focuses on this viewer base,depending on it for its strength and inspiration,” says Avinash Kaul,CEO – SaharaOne Channels. To bolster his argument,he cites shows like Woh Rehne Waali Mehlon Ki,Kesariya Balam Aavo Hamare Des or Mata Ki Chowki that are a combination of “Indian traditions and the depiction of strong,independent Indian women”.

“Bitto and Shorr are based on the struggles women wage in our country and the problems they’ve been facing since independence,” says Sheetal Ladha,Programming Head,Sahara One Television. The shows aim to depict (and hence utilise the dramatic potential) of social discrimination,tyranny of the upper castes and marital issues.

Star One,meanwhile,has adopted a different tack. As part of its new line called ‘ek nayi udaan’,it is allowing its leading ladies to script the character’s destiny. The characters who will adopt this technique include Geet in Geet Hui Sabse Parayi,a victim of a fraudulent NRI marriage; Khanak from Rang Badalti Odhani,who was widowed a day after her marriage; Riddhima from Ek Nayi Koshish and Ayesha from Jaane Pehchaane Se Yeh Ajnabi.

“Television has had enough of sob stories. We want to empower women so that they can stand up for themselves. We are trying to increase audience outreach and also increase engagement with the show. We want to depict women who would be an inspiration to those facing similar situations,” says Nikhil Mirchandani,GM Star One.

SAb,too,has launched a new show— Mrs. & Mr. Sharma Allahabadwalewhich airs at 9.30 pm. The show will depict a small town,middle-class family struggling to cope with life as they migrate to Mumbai.