"Ramayan as a brand has been strong"- Saurabh Tewari
Saurabh Tewari, Head of Programming – Fiction, Imagine TV, speaks exclusively to Telly Buzz about their new programming strategy with the reintroduction of their popular mytho Ramayan...
Published: Thursday,May 19, 2011 16:17 PM GMT-06:00
At the outset, Saurabh Tewary,Head of Programming – Fiction, Imagine TV, talks about this new introduction of programming to kick start their daily prime time band. Also he addresses certain queries on the existing programming lineup of Imagine TV.
How did the novel idea of getting back Ramayan
happen?We were having a discussion on the strengths of Imagine three weeks back, and this is when we decided to get our flagship show Ramayan back. However, we did not want to present it to viewers in the same way. We wanted it to be pacier, and have an overall packaging done with the addition of new songs. Ramayan as a brand has been strong whenever made, and this prompted us to go ahead.
We hear the series has been repackaged, can you explain.
As I said earlier, the show has been re-edited and made pacier so that it is presented to the viewers in a better manner. We have added around 15-20 songs, the series has been divided into various kandhs now unlike the earlier version. This is an attempt to bring in a change in the narrative. The Bal Kandh for example will have 10 episodes while the Ayodhya Kandh will have 50 odd episodes and so forth. This classification has been made as per the importance of every kandh.
Is this a decision taken to bring in more viewership?
Exactly, we are starting our prime time slot of 7 pm with Ramayan and we feel it will bring in viewers.
Ramayan is not your baby, so how easy or difficult was it for you to arrive at this decision?
Whether its my baby or not, the universal fact is that Ramayan had a loyal audience. Personally I liked watching it. Same is the case with Jhansi Ki Rani, which has been accepted by one and all.
With another historical Chandragupta Maurya doing well and Ramayan relaunched, does it mean that Imagine relies on mythological and historical shows more?
Historical and mythological shows have been one of the important factors in our programming strategy and will remain the same. But we will strike a balance with the normal fiction shows too. Having said this, it is true that shows like Ramayan, Mahima Shani Dev Ki, Meera, Chandragupta Maurya etc have played important roles.
So what are the other factors according to you that will make viewers fall back on Ramayan?
See, the editing and repackaging are technical aspects. But apart from that, I strongly believe that the show will work irrespective of the additions due to the emotional, religious and cultural connect with viewers. The repackaging will give way for a 5-10 percent improvement while the new songs will definitely add to the devotional element of the show. I would want to give credit to the music and bhakti feel which leaves an unbelievable attachment on viewers.
What's in store
for Imagine in the next few months?
We are now concentrating on Swayamvar Season 3 - Ratan Ka Rishta which
will launch on 30th May at the 8 pm slot. We have two fiction shows lined up
once Ratan ends.
How is Ratan Ka Rishta shaping up? Don't you think
a slot of 8 pm is a bit early?
Ratan Ka Rishta is shaping up well, and we
sincerely hope viewers like it. As far as the slot goes, the 8pm slot is
equally strong. And we have seen that shows do not work on the basis of slots
these days. That debate is over now.
We hear Sagar Pictures is working on a historical
Dhwarkadhish for Imagine.
Well. It is too early to comment on that.
Except for Baba Aiso Varr Dhundo, most of the new
launches have not worked. What do you incur?
Yes, Pardes Mein Mila Koi Apna did
not work for us. We divulged in content when it comes to Armanon Ka Balidaan
and Pardes, and wanted to do something new. All is part and parcel of the game.
Our recent launches Beendh Banunga Ghodi Chadhunga and Looteri Dulhan were
launched during IPL. Beend has been comparatively doing well; we have not
reached the main phase of the story line and believe that the numbers will go
up. Looteri Dulhan was an experiment and it will take time to bring in results.
We will henceforth maintain a good balance between experimental and massy
programming.
There has been a furore of late because of the
news of Kitani Mohabbat Hai - 2 and Gunahon Ka Devta ending? What have you to say?
It is a good feeling that viewers want more of these shows. However the shows
had reached a stagnation point where the basic story was getting over. We felt
it was better to give a respectable ending rather than stretching it too much.
There is already a buzz about a Season 3 of Kitani
Mohabbat Hai being planned?
Keep guessing!
Reporter and Author: Srividya Rajesh
Your reaction
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Meera
Kitani Mohabbat Hai
Armanon ka Balidaan-Aarakshan
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Gunahon Ka Devta
Swayamvar Season 3 - Ratan Ka Rishta
Looteri Dulhan
Ramayan
Beend Banoongaa Ghodi Chadhunga
Baba Aiso Varr Dhundo
Chandragupta Maurya
Kitani Mohabbat Hai - 2
Imagine
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Comments (87)
Mr Tiwari. I hope you are a satisfied and happy person now. None of Imagines shows are in the top 30 anymore. The one which was in Top 10 - KMH2 was ended by you without any reason with a flimsy excuse. I hope you can justify your reasoning with your big boss - the owner of Imagine. If you want any of your shows to be in Top 10, bring back KMH in season 3
13 years ago
KMH3..KMH3..KMH3..KMH3..KMH3..KMH3..KMH3..KMH3..KMH3..
13 years ago
Hope Imagine and all its current shows sink totally
13 years ago
when v audience r ready to watch d show wat's the harm in bringing back d show again.
13 years ago
KITANI MOHABBAT HAI...ARJUB-AROHI We want KITANI MOHABBAT HAI back We want KITANI MOHABBAT HAI back We want KITANI MOHABBAT HAI back We want KITANI MOHABBAT HAI back We want KITANI MOHABBAT HAI back We want KITANI MOHABBAT HAI back We want KITANI MOHABBAT HAI back We want KITANI MOHABBAT HAI back We want KITANI MOHABBAT HAI back We want KITANI MOHABBAT HAI back We want KITANI MOHABBAT HAI back We want KITANI MOHABBAT HAI back We want KITANI MOHABBAT HAI back We want KITANI MOHABBAT HAI back We want KITANI MOHABBAT HAI back We want KITANI MOHABBAT HAI back We want KITANI MOHABBAT HAI back We want KITANI MOHABBAT HAI back We want KITANI MOHABBAT HAI back We want KITANI MOHABBAT HAI back KAMENE ABI PYAAR SE KEH RHE HAIN..MAAN JAO WARNA SOCH LO...AGAR HUM VIEWERS APNI AUKAAT PE AA GYE NAA TO TUMHE TUMHri aukat dikha denge.
13 years ago
come back kmh. we love kitani and the actors karanika it is the one show i never see.i love it
13 years ago
Thanxxx for bringing back RAMAYAN Thanxxx for bringing back RAMAYAN Thanxxx for bringing back RAMAYAN Thanxxx for bringing back RAMAYAN Thanxxx for bringing back RAMAYAN Thanxxx for bringing back RAMAYAN Thanxxx for bringing back RAMAYAN Thanxxx for bringing back RAMAYAN Thanxxx for bringing back RAMAYAN Thanxxx for bringing back RAMAYAN Thanxxx for bringing back RAMAYAN Thanxxx for bringing back RAMAYAN Thanxxx for bringing back RAMAYAN Thanxxx for bringing back RAMAYAN Thanxxx for bringing back RAMAYAN Thanxxx for bringing back RAMAYAN Thanxxx for bringing back RAMAYAN Thanxxx for bringing back RAMAYAN Thanxxx for bringing back RAMAYAN Thanxxx for bringing back RAMAYAN Thanxxx for bringing back RAMAYAN Thanxxx for bringing back RAMAYAN Thanxxx for bringing back RAMAYAN Thanxxx for bringing back RAMAYAN Thanxxx for bringing back RAMAYAN Thanxxx for bringing back RAMAYAN Thanxxx for bringing back RAMAYAN Thanxxx for bringing back RAMAYAN Thanxxx for bringing back RAMAYAN Thanxxx for bringing back RAMAYAN Thanxxx for bringing back RAMAYAN Thanxxx for bringing back RAMAYAN Thanxxx for bringing back RAMAYAN Plzzz keep on showing it again n againnn... add moreee songss...
13 years ago
imagine give a big pain for all the gkdians i have spend our lots of time for avita happyness but imagine give only pain very bad ending kya pyar karne walo ka haal ye hota hai to fir love story banate hi kyo ho jab end karna nahi aata mughse mugh lete
13 years ago
Please give GKD another season. You gave us a cliff hanger ending.
13 years ago
i just hate u mr whtever.. really dnt care.. plz bring back kmh!! and wht the hell do u mean by "keep guessing" .. either u say byes or u say no!! dnt rotate us like a rotating toy!! urrrggghhh!! hate u...
13 years ago