Shani to bless rural & urban audience

MUMBAI: Colors tends to bring in universally appealing shows that uniquely manage to bridge the gap between urban and rural audience. After Ashoka Samrat?s success, it had been planning to spruce up its fiction line-up with a larger than life concept. Hence, 'Karmphal Data Shani' took shape.

After Naagin season 2 and Devanshi, Viacom 18?s Hindi general entertainment channel is geared up to launch its new offering. The channel which always addressed the entertainment needs of urban audience now seems to be expanding its viewership with its latest offering.

Colors is now presenting the narrative of one of the most misconstrued Lords from the Hindu Scripture who was born to balance one's karmas so that one counted his/her blessings and thus be grateful to the universe for one's existence. He was conceived for righteousness. Born to Surya Dev and blessed by the Trinity of Lords -- Brahma, Vishnu and Shiva, the nature his deliverance of justice remains unchallenged.

?We have always maintained that Colors is a premium Hindi general entertainment channel with our content addressing the entertainment needs of the urban audience. Some shows such as Naagin and Shani have a universal appeal. The content?s appeal to rural audience is, in fact, a spillover effect. Our research shows us that our offerings continue to uniquely manage to bridge the gap between urban and rural with some of our shows,? said Colors programming head Manisha Sharma.

She further added, ?At Colors, we are always looking forward to presenting differentiated and disruptive content that will pique viewer interest. After Chakravartin Ashoka Samrat?s success, we had been toying with the idea of sprucing our fiction line-up with a larger than life concept. The new show Karmphal Data Shani is in keeping with our mantra of maintaining cohesive viewing through varied content options."

Produced by Siddharth Kumar Tewary?s Swastik Production, the week-day show starts today at 9pm.

A source close to the development informed that the approximate production cost per episode is close to Rs 25 lakh, and the show's 10-sec ad slot rate is around Rs 3-3.5 lakh.

Commenting on the launch, Colors CEO Raj Nayak said, ?Karmphal Data Shani is our dream project. The rationale behind investing in a show of such magnitude is the fact that it augments the core vision of our channel, i.e., to indulge all kinds of audience through variety content. The other vital reason is that shows such as Ashoka and Shani promote cohesive viewing. It imparts knowledge and spreads awareness. It?s a differentiator from the family dramas dominating primetime.?

Nayak further added, ?With an engaging narrative like Karmphal Data Shani, we believe, our weekday primetime is going to consolidate even further. Naagin has proven to be a game-changer, and is ruling the charts, and the unique love story of a eunuch has found its own fan following with Shakti ? Astitva Ke Ehsaas Kii standing tall at the number 2 position. We are hopeful that the new discerning storyline will surely make an impact in 9pm primetime."

Speaking to, Sharma informed, ?Shani is unlike anything that has been seen on the Indian television in the past. The biggest selling point, for us, is that the concept is based on misconceptions about Lord Shani, and revealing his true nature to those who have grown up fearing him. Further, Swastik Productions has an impeccable track record when it comes to executing such stories and giving scale to the vision.?

The show has been made on a gargantuan scale with the set spread over 65,000 square feet compared to other fiction offerings the sets of which usually cover less than one-fourth of this area. ?We?ve also taken great pains in terms of set design, costumes, jewellery, cinematography and VFX to ensure that we present a stunning proposition to our audience,? informed Sharma.

Tewary has also directed the show. The story has been developed by Utkarsh Nathani and the dialogues have been penned by Vinod Sharma. Together they worked with the creative team from Colors. The effects have been put together by Colors? in-house team One Life and Pixillence.

The show has commissioned 250 episodes. Speaking about the scale and production value of the show, Tewary said, ?We have always strived to present compelling content from the Scripture. With Karmphal Data Shani, we aim to clear the misconception about Shani Dev?s intent and origin. Our teams are working tirelessly to present a larger-than-life canvas living up to the divinity of the era, and present an offering which will appeal to the audience? sensibilities.?

Dabur Chyawanprash has come on board as the show's presenting sponsor.

To promote the show, Colors is planning an elaborate impact and reach-driven marketing blitzkrieg at multiple touchpoints. The marketing team has devised a detailed plan across multiple platforms including OOH, print, electronic, radio and well-planned on-ground activations across various key priority markets.

"Shani is yet another attempt by Colors after the successful show Ashoka Samrat to continue to bring alive stories from mythological stories keeping the Indian audience rooted. Bringing these stories to small screens also helps story-tellers to explore and push the boundaries of imagination while also experimenting with finite content. The channel is confident about the product as it is creating a strong buzz while also cross-promoting it across its other shows," a senior media planner told

?Initially, there will be a keen interest to understand how the character is evolving and, after a couple of episodes, the traction will depend on how show makers pull the story. After all, content is the king,? said a media planner on condition of anonymity.

Latest Reads
Essel Group engages Goldman Sachs to sell half its stake in Zee Entertainment

Mumbai: 13th November 2018, Subhash Chandra and family along with its advisors met in Mumbai over the Diwali weekend to undertake a strategic review of its businesses in view of the changing global media landscape. The strategic review underscored the importance of technological advancements...

Television TV Channels GECs
Neville Bastawalla to take over as marketing head of SPN India sports cluster

Sony Pictures Network (SPN) has made some internal changes and handed the responsibility of heading marketing for the sports cluster to Neville Bastawalla, a source close to the development informed

Television TV Channels Sports
Big Ganga Sets up Safe Changing Rooms for Women During Chhath Puja

Riding on the success of multiple initiatives, ZEE Entertainment Enterprise Limited’s No. 1 Bhojpuri Channel, Big Ganga introduces a much-needed social initiative - ‘Ek Kadam Swabhiman Ki Aor’ on the occasion of one of the most popular festivals of the region, Chhath Puja.

Television TV Channels GECs
Most awaited awards of the year - Nickelodeon Kids Choice Awards 2018 is back, bigger than ever!

It’s time to blow the trumpets and roll out the orange carpet for Nickelodeon Kids Choice Awards 2018.

Television TV Channels Kids
Zee TV leads GEC urban in BARC week 44

Zee TV that was on the fourth position in the previous week climbed to the second position in the Hindi (U+R) genre in Broadcast Audience Research Council (BARC) data for week 44 of 2018.

Television TV Channels Viewership
Anushka Sharma joins hands with Discovery to promote Tiger Conservation Movement

Leading Bollywood actress Anushka Sharma has joined hands with to promote a global awareness movement to save tigers from extinction.

Television TV Channels Factual @ Discovery
Shemaroo Entertainment brings back the Golden Era of Nimmiji

Shemaroo Entertainment’s retro music channel Filmi Gaane launched a compilation of 35 songs of 1950’s veteran actress Nimmi by the name “SUPERHITS OF NIMMI - The Vintage Beauty”.

Television TV Channels Music and Youth
Star India publishes RIO as per TRAI tariff order

After Supreme Court of India gave the verdict in favour of Telecom Regulatory authority of India (TRAI) in the tariff order case.

Television TV Channels GECs and CNBC-TV18 break new ground with launch of educational web series — Mutual Funds Simplified, the premium financial news digital platform, and CNBC-TV18, India’s No. 1 business new channel, will launch a new digital series named “Mutual Funds Simplified” on November 13, 2018.

Television TV Channels News Broadcasting

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories