Rihhaee

Rubbishing all media reports of Rihaee going off-air, BAG managing director, Anurradha Prasad says, "I have no clue about these rumours. I am in Dubai, and I got to know this from you. I don't know how to react to things like these."

Infact, in a very interesting move, the producers of Sony's actual channel driver, Jassi...have invited Rajeshwari Sachdev, who plays Madhavi in Rihhaee to do a cameo in their show. Rajeshwari will make an appearance as 'Madhavi, the social activist' who will take up Jassi's cause.

Major planning is underway to make the serial more audience friendly and legalities are being worked out in this regard. Their will be a number of promotional events that will help boost the TRPs of the show.

The show that targets a mature audience, has recently narrowed down its focus from being a crime show to being a show about crimes against women. Anurradha Prasad herself in an earlier interview had pointed out, "I consider my shows on crime as being part of alternative programming, and I have never claimed that these are part of mainstream television. My shows become different primarily because our USP is research and presentation."

Thus neither the channel nor the production house sees Rihhaee as a channel driver for the channel, its popularity is growing, but it will take time to climb up the charts.

But there were some rumours earlier as well that the channel was not happy with the show. Major changes were introduced in the show, supposedly due to channel pressure when it changed from being a social issue based show to an investigative one. (See related story)

The show is gearing up for its next few episodes, four of which are ready to go on air. The episodes to be telecast on 20-21 July will see Nigaar Z Khan playing Shaina, a prostitute, who is raped and assaulted by young men who are sons of rich fathers. Madhvi of the NCCW team will fight her case despite all opposition and a landmark judgement will be was passed.

Rihhaee, the show on Sony that concentrates on crimes against women will now have a helpline that will be monitored 24 hours and will collaborate with 22 NGOs across the country. It will have trained professionals counseling women in distress. The best part is that this endeavour, undertakne in cooperation with the channel, has obtained the support of the National Commission for Women and will provide an outlet for women who need a shoulder to cry on.

"It will provide instant relief. This is important and I wanted to do something like this so that I can address some of the issues that are socially relevant," says B.A.G. managing director Anurradha Prasad, who sees this as an opportunity to reach out. The phone numbers will be flashed on television screens from the episode that airs 13 July onwards.

"If I can get the legal hassles out of the way, then some of the stories that come in can be used in the storyline after the necessary modifications. I might also run a segment at the end of the episode where Rajeshwari will talk about the cases," says Anurradha, who further adds that all her plans will depend on audience response.

This helpline is the first of its kind to be launched by a production house, entailing a lot of

planning and investment. Anurradha acknowledges the help of the channel in co-operating with her. Rihhaee has always done well since its launch in February 2005, at a time when the saas-bahu serials were doing very well. It is a programme made for the masses, but perhaps watched by a niche audience, an audience who are loyal viewers. The time slot too (Wednesday-Thursday at 10:30 pm) clashes with the channel driver on Star, Kyunki...

Sony has been known to have problems with the show's TRPs, but frankly, even Jassi...doesn't have the TRPs to match that of the other channels in that particular time slot.

As far as the channel itself is concerned, Sony has always had programmes like Bhanvar (based on real life legal cases) Missing (hosted by film actor Jackie Shroff) and Crime Files to highlight social evils. Rihhaee is a step forward towards that direction. B.A.G. too has been a frontrunner in socially relevant television as well - Sansani, Poll Khol, Haqeeqat, Siddhath and Rihhaee, Anurradha Prasad and her team have come a long way in making television closer to life.

Mumbai, July 12: AFTER six months of highlighting women€™s issues on television, Rihhaee, Sony€™s weekly conscience- jerker, has taken the ultimate step to reach out to its audience€"a 24-hour helpline directed at victims of abuse.

Starting Wednesday, the dial-in number will be flashed on the screen at the end of every episode, allowing callers to reach four trained counsellors round the clock.

Police control rooms, prominent government agencies and NGOs throughout India have been roped in to reach out to callers according to the region they are located in. Although the dial-in number is not toll free, that is next on the agenda.

For manpower-starved NCW, this initiative comes as a blessing. €˜€˜We don€™t really have people to spare. It helps that Rihhaee volunteers will be forwarding us complaints. Being on television will broaden our base,€™€™ says Gurpreet Deo, Deputy Secretary, NCW.

Aside from rescue operations, the helpline will also serve a creative purpose€"an idea bank for future episodes.

€˜€˜We€™ll definitely incorporate the issues that we get on calls, maintaining anonymity of course,€™€™ adds Prasad.

The show itself has not scored historic Television Rating Points, but the first televised national helpline is a landmark.

So what happens if the show goes bust? €˜€˜The helpline will definitely go on,€™€™ promises Prasad. And we€™re sure viewers will hold her to that one.

Crisis helpline
The Rihhaee helpline can be contacted at 09324440401, 09324440402 or email rihhaeehelpline@bagfilms.com.

"What can I say? It is a step forward for Indian television. I am very happy that all the hardwork is paying off," says MD, BAG, Anurradha Prasad.

It is an achievement of sorts to have received this kind of a response within just three hours of the number being flashed on air.

Our sources tell us that the helpline has also received calls for financial aid from top industrialists and lawyers who want to be part of a noble cause.

"We need the support of the media and goodwill of the industry to sustain this kind of work. Rihhaee is going great guns and I hope in the future we will be able to do even better work," says the creative head of the show, Sharad