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Fair & Lovely Career Baatein will initially run on DD Metro
for a period of 13 weeks and will air every Thursday in the youth
segment of the channel, reaching over 126 cities and covering 35.6
per cent of India's population, an official release claims.
The
half-hour program is aimed at the aspiring young Indian - students,
young professionals - in cities across India in an interactive,
innovative format. Given the weekday slot at 6:30 pm, which shows
the maximum viewership for educational and informative programs
(non news and current affairs category), it is positioned immediately
before the switch to daily entertainment viewing.
Each
episode aims to showcase a particular career and examine the issues
around it, including insights from a career counselor. A special
segment in every episode titled Fair & Lovely Super Achiever of
The Week will also highlight an achiever from this particular field.
This will be followed by general career tips along with information
on admissions, entrance tests, etc, and a segment which highlights
campuses of educational institutions - through the eyes of the students
themselves and anchored by a student from the concerned campus itself.
This program has been produced in association with the Fair & Lovely
brand from Hindustan Lever Ltd, as part of the effort to reposition
the brand's identity towards empowerment of women through economic
self-sustenance. Towards this end, HLL Fair & Lovely has held career
fairs in Nagpur and Chandigarh and has also set up a database on
careers-related information, the release says. The program is part
of the front-end effort towards this stated goal of empowerment.
The program has been conceived, co-produced and marketed by Cyber
TV, a division of infotech media house Cyber Media India Ltd. Cyber
TV has earlier produced The Zenith Computer Show, which was
anchored by former Nasscom chief, the late Dewang Mehta, again on
DD Metro.
"Cyber Media's latest TV initiative, in association with India's
largest advertiser and on India's second largest TV channel, is
part of the Group's positioning as India's largest mid-size media
house in the intelligent information space," said Rachna Burman,
advisor, new projects & corporate strategy, Cyber Media Group.
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