500 episodes on, Star Plus’ ‘Veera’ claims story line maintained

MUMBAI: In an age when peers play a more important role than the family, Ek Veer Ki Ardaas...Veera, a show on Star Plus tells a different story. The show is about a pious relationship of a brother-sister duo.

While brothers and sisters are usually always fighting, the makers of Veera adapted a different route. It started off showcasing a beautiful bond between the duo featuring talented kids Bhavesh Balchandani and Harshita Ojha as the lead pair touching the hearts of audiences and getting them hooked to the show. For Star, this was a big risk as it was replacing a popular show Pratigya.

Moreover, the slot it was launched at- 10:30 pm, was one with intense competition from shows like Bade Achhe Lagte Hain on Sony Entertainment Television (SET) and Punar Vivaah on Zee TV.

Produced by Beyond Dreams Entertainment, the show was flagged off on 29 October 2012 and completed successful 500 episodes on 18 August 2014.

On the celebration mode, producer Yash Patnaik feels younger with every 100 episodes. “People say when you complete 500 episodes, it feels old. But we are getting younger with Veera. We have many stories to tell now,” he says.

Patnaik is happy the way Veera is panning out. Star Plus SVP marketing Nikhil Madhok and Patnaik believe that the USP of the show has been that it is character neutral. “We have many well defined characters that viewers can relate to. So we never run out of stories. Fortunately, for a show like this, it is not dependent on a central character,” says Patnaik. Apart from Veera and Ranveer, characters like Baldev, Ratan and Gunjan have an equally important role to play.

Madhok believes that in the first year, the main premise of a brother and sister who were not related by blood caught the fancy of a lot of older audiences. “They could relate to the emotion of the mother who had to deal with one child who is biologically hers and another one who is not. It had very mature emotions,” he says adding that the writer Purnendu Shekhar took it to a complete different level.

In the next phase, the makers and the channel decided to target the young audiences. It introduced a time leap of about 15 years with the characters grown up and a message of progressiveness.

“The aim was to convert the character with a large town mentality with the way Veera would dress and behave. This became her strong attribute. Similarly Ranveer became a musician, an unusual profession as far as Hindi GEC protagonists are concerned,” says Madhok.

Going forward, he reveals that viewers will get to witness the journey of Ranveer becoming a proper musician and will also see composition of original songs on the show itself.

Patnaik states that they haven’t deviated from the story at all. All the stages have been executed as planned. Just about 30 per cent of the plot has been told till now.

Industry sources reveal that the production cost ranges anywhere between Rs 6-8 lakh per episode. Madhok says Veera’s advertisers give a significant premium as compared to other shows. Media planners peg a 10 sec slot in the range of Rs 80,000 - Rs 1 lakh. Post the time leap, youth focused categories like telecom, apps and technology companies have come on-board as advertisers. But in the bargain, it did not lose traditional clients like FMCG products.

In week 33 of TAM TV ratings, Veera got dislodged from its leadership position with 4,991 TVTs. On the other side, it faces tough competition with Yudh on Sony Entertainment Television with 708 TVTs in the week 33 of TAM TV ratings, Uttaran on Colors with 2,436 TVTs, Savdhaan India: India Fights Back on Life OK with 2,721 TVTs, Doli Armaano Ki topped the slot with 5,378 TVTs and Tu Mere Agal Bagal Hai on Sab with 1,025 TVTs. 

Latest Reads
BIG Magic acquires 'Boonie Bears' exclusive FTA rights

BIG Magic has acquired exclusive FTA rights of ‘Boonie Bears’, the No.1 and most popular animated series in China. BIG Magic has renamed it ‘Babloo Dabloo’ for the Hindi viewing audience. Babloo Dabloo airs every Monday – Sunday 10 am – 11 am & 5 pm – 6 pm only on BIG Magic

Television TV Channels GECs
PBL: Setting stage for next big thing on Indian sporting landscape

India has witnessed the emergence of a multi-sports culture over the past few years. This significant development has come on the back of a promising display by Indian sportspersons across various disciplines, the meteoric rise of home grown leagues and the consequent widening of the fan base of...

Television TV Channels Sports
CNNMoney new section will be about the fastest growing economy; MoneyStream app launched

MUMBAI: Attracting 1.8 million average monthly page views, witnessing a 37 per cent growth in video consumption and 16 per cent in unique browsers month-on-month from India in less than a year’s time is not smooth. In its ambitious plan of global expansion, CNN Digital is leaving no stone unturned...

Television TV Channels News Broadcasting
Content a 'Game of Thrones'; AT&T's control over HBO, Cartoon Network, Warner Bros faces regulatory lens

The global media landscape is resulting in a new juggernaut as an internet and cable behemoth yesterday purchased an entertainment conglomerate making the former unmatched in its size and reach to consumers through home broadband, smartphones, satellite television and a battery of movies and cable...

Television TV Channels English Entertainment
US$ 4.5 bn expected from IPL rights; SC recommends accounts scrutiny

The Supreme Court on Friday froze all financial transactions between the BCCI and state cricket associations by directing the apex body not to disburse any funds till it resolves to abide by the Justice RM Lodha panel recommendations on reforms by 3 December . The top court ordered that none of...

Television TV Channels Sports
TVS Tyres is co-presenter for Asian Champions Trophy 2016

Continuing its strong connect with sports, TVS Tyres has associated with Asian Champions Trophy 2016 by becoming the co-presenter. The Asian Champions Trophy is one of the premier hockey tournaments, a much sought after annual international competition promising some great hockey action. This...

Television TV Channels Sports
Q2-17: Zee Learn declares maiden interim dividend

The board of directors of the Essel group’s education company Zee Learn Limited (ZLL) have declared a first time ever dividend of 5 percent per equity share of Re 1 each for the quarter ended 30 September 2016 (Q2-17, current quarter).

Television TV Channels Factual & Documentary
Whether BARC action can stop unethical practices?

MUMBAI: Can businesses and industries practise their art of selling fairly although they have 'Fair Practices' training during academic courses, workshops and several ISO and other certifications? There seems to be the fear of the lawman, and not the law in India. If the traffic cop is watching,...

Television TV Channels Viewership
TV Superhighway: beIN, Yaddo, AfricaXP have joined us, says Magine CEO Ambuj Goyal

CANNES; Magine has secured partnerships with four of the industry’s most exciting sports, documentary and entertainment content providers. Partnerships with beIN, the international media group and owner of MIRAMAX; Yaddo, the new documentary streaming service headed up by former head of The BBC’s...

Television TV Channels Factual & Documentary

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories