Article: Match Point

Match Point

Jaskiran Kapoor

Posted: May 13, 2009 at 2128 hrs IST
12,515. That's the number of boys and men who've answered Rakhi Sawant's matrimonial ad. NDTV Imagine's 'Rakhi Ka Swayamvar' is roaring with response from prospective grooms across the world. Starting May 13, Star Plus will go on air with Star Vivaah, a matrimonial show which will put an end to your search for a 'soulmate'. Elsewhere, the telly microwaves are crackling with popcorn serials like Bhagyavidhaata on Colors, which talks of Pakruah Vivah where the groom is kidnapped and forced to marry the unsuspecting girl. Imagine's Balika Vadhu's riding high on child marriage. Zee's Saat Phere, well the name is enough to tell the tale. Agle Janam Mohe Bitiya Hi Kijo and Bandini side by the low-caste, victimized bride while Yeh Rishta Kya Kehlata Hai is busy looking for a 'suitable boy' for Akshara. When it comes to one of the favourite national pass-times and now, a major business, marriage takes centrestage, the latest to blow the trumpet is the Indian telly. In fact, according to a survey done by International Institute for Population Sciences (IIPS), Mumbai, and Population Council, New Delhi, it was found that 95 per cent of the youth still prefer to marry the traditional way. Thriving on this rapidly changing view of the contemporary India the television industry too is going for a change. Out walk saas-bahu sagas and in trot shows on romance, social messages and marriage. Now, aren't we all knotted up! Which brings us back to Star Vivaah. Remember Madhuri Dixit's attempt at running a marriage bureau? Well, here we have actor Mohnish Behl and Nach Baliye 4 participant, Addite Shirwaker finding suitable matches for the janta. Says Anupama Mandloi, Senior Creative Director, Star Plus, "Through our research, we realized that marriage is an important decision in every Indian home, and our show will help viewers to make an informed choice from the vast directory of prospective brides and grooms on the show." From taking an anti-dowry stance, promoting gender equality, helping widows, handicapped individuals, divorcees to bringing on celebrity couples, Star Vivaah is all set to play match-maker. (You can register by dialing the call centre no 022-61446144.) Quiz telly brains why marriage is such an important theme, and they say it's all about 'emotions'. "Research shows that marriage is a highly emotional subject for Indian viewers. The institution of marriage and rituals like the "saath phere" and mangalsutra are sacred and the biggest pre-occupation of an Indian parent is 'to get their daughter married'. Beti ki shaadi is the biggest "punya ka kaam," quotes Keertan Adyanthaya, General Manager and Executive Vice-President, Star India Pvt Ltd. Balika Vadhu, Jyoti and Astitva - Ek Prem Kahani's writer Purnendu Shekhar adds, "A wedding in India is not just the union between two people, it's an alliance between two families.The extended joint families and multiplicity of relationships between people and their dynamics provide a rich ground for developing themes." But why not pick extra-marital affairs, infidelity, divorce, live-in relationships or for that matter, other thrilling subjects? "Because television largely caters to lower-middle class, and our content needs to suit their sensibilities. We have to produce what's in demand," he reasons. Television, adds Keertan, no longer gives a distanced and fictional perspective to life, it has evolved as a medium that provides a closer glimpse into people's lives.

We can't help, but quote the drama queen, Rakhi Sawant, "Every young woman dreams of a perfect marriage! I am a cultured Indian woman and I have reached a stage where I need a companion. Sita had her Swayamvar…so why not me?" Matchmaker, matchmaker, make me a match, find me a catch!