Television

Sagar Arts' 'Ramayan' sets record as globe's most viewed mytho

MUMBAI: Nearly 16 years after creating mass hysteria, media moghul and patriarch of Sagar Arts Dr Ramanand Sagar's mega serial Ramayan has recently found place in the Limca Book of Records as the world's most viewed mythological (1987 till June 2003).

Sagar Arts marketing director producer Prem Sagar confirms that his company has got the Limca Book of Record certificates from Coca Cola India. The certificate has been signed by top officials of Coca Cola India and Limca Book of Records editor Vijaya Ghose.

The Limca Book of Records certificate signed by editor Vijaya Ghose says that 40 million Indian viewers watched the 78-episode serial on its first telecast. The repeat telecast was aired on 20 different channels in 17 countries on all the five continents at different times. It also quotes BBC statistics saying that the serial has been viewed by over 650 million viewers.

In fact, Sagar Arts has just come up with a "super economic model" of Ramayan DVD sets. Sagar Arts' marketing director producer Prem Sagar confirms: "The entire set comprising of 16-DVDs each of which has digital surround (Dolby AC 3) sound and dialogues in Hindi with English subtitles costs $100. The original deluxe model costs $320."

Appollo Asian Media and Entertainment, which has offices in Dubai, Toronto and Mumbai, will market the DVD sets.

The super economic model of DVDs also has Dr Ramanand Sagar's foreword on the mega serial. Speaking about the Ramayan, Dr Ramanand Sagar says: "Hari Ananth! Hari Katha Ananta Ramayan to me is an endless and boundless source of inspiration. Just as every day showcases a new meaning and a new dimension, every scene of Ramayan inspires one to come up with new interpretations."

Dr Sagar adds: " Despite doing lots of research and background work, I feel as I am a novice and that is when I take refuge in the Ramayan. Ramayan to me is the divine grace of Shri Hari to mankind - it lights up the path in this journey of Manush Yoni. It guides mankind at every moment and teaches Dharma. It also teaches the true meaning of sacrifice so as to bring peace and happiness in man's way of life. Everybody should breathe Ramayan; everybody should learn to live in Jai Shri Ram."

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