Zindagi, a new Hindi GEC channel by ZEEl Group, is all set to launch on June 23. SHAIlJA KEJRIWAl, creative head, special project, ZEEl, tells SHAlINI SAKSENA about how storytelling has always been a passion with her and that this new venture is all about giving people options for TV viewing
Why name the channel ZindagiIJ
It’s all about life. How one should move forward, forget all the past differences. This channel has come to life after a lot of intense research. Its main aim is to tell tell stories where the characters come alive. When children hear stories, they imagine the people coming to life. Hence, the name.
What kind of content are we looking atIJ Is is going to be the usual saas-bahu showsIJ
Not at all. Storytelling has been my passion. They fascinate me. I am a graduate in research scholar in Women’s Studies along with an MA in Comparative World literature. I always wanted to tell stories. Through this new venture, I get to see my passion materialise. So, we have handpicked contemporary authors from Pakistan and converted their works into episodes. This means that some of the shows will run for six weeks, others for a a couple of months, depending upon how long the book is. We have not tried to dramatise it, change or deviate from what the author wants to say through his book. Then there are going to be some documentaries. We also want to promote telefilms. Therefore, we will have a slot for that as well.
Does that mean that you don’t want people to watch saas-bahu showsIJ
No, just the opposite. There is nothing wrong with watch these daily soaps. All I want to do is give people an option to watch something other than soaps. Storytelling is a part and parcel of our lives and bringing works of people from across the border will hopefully try and bridge the gap that exists between the two countries.
Will viewers be open to watching shows based on stories of Pakistani authorsIJ
We have a lot in common with our neighbour in the west. The way we speak, our clothing, our food and to a certain extend our cultures are similar. The differences have been created by the politicians in both the countries. The common man in Pakistan faces the same problems as we do. They don’t have electricity, we don’t have electricity, there is poverty there, we are poor too. There is a connection. I am sure that the people will love what we have created.
Where does Indian television stand in the global scenarioIJ
Unfortunately, we are nowhere near when it comes to the content that western shows have. As far as Indian television is concerned, we are where our movies were in the 80s. Today, Bollywood has a Dabangg and Kai Po Che, both doing brilliantly. There is a slot for both. Similarly, in TV, there will be a slot for all kinds of shows, it will take time for our viewers to reach there. We, one can say we are at a cusp.
Why is it that we can’t make the kind of shows/sitcoms that one gets to see in the westIJ
There are a few reason why. First, sometimes a show gets identified with a particular channel. For example Balika Vadhu and Uttaran are soaps that are identified with Colors. The channel and the production house don’t want to do anything that will jeopardise that identity. Second, there are a number of people involved when one launches a show — the production team, crew, the cast, the advertisers, etc. A lot of money and effort goes into putting up a set, production houses want to make as much profit out of it as possible even though the show has lost all track. Third, while we do have the necessary talent to make brilliant shows, most production houses don’t want to experiment too much when a show becomes a hit.
Why a channel primarily devoted to storytellingIJ
like I said, I love stories. They are my love. When I went for my first interview with a television channel, they said what I wanted to do. I told them I wanted to tell stories. That was some 18 years back. And here I am today, launching a channel which will focus on stories. I am living my dream now.
Will it be works of only Pakistani authorsIJ
For now, we will concentrate of their works and bring their stories alive. But we do intend to showcase works of Indian authors as well. That is in the pipeline and part of our future expansion plans.
Why do you think people will watch ZindagiIJ
I don’t want to force people to watch the programmes on our channel. I just want to give them an alternative to what is already being offered by other channels.