MUMBAI: After a year, Rajshri Production is venturing again into television but this time not just with a single show. Rajshri plans to produce four shows in 2017 for Hindi general entertainment channels (GECs). Celebrating the courage and pride of a strong willed mother with which she empowers her daughter, Sooraj Barjatya recently launched its new offering with Colors, Ek Shringaar.. Swabhimaan.
Speaking to Indiantelevision.com, Barjatya said, “I firmly believe that television needs the same passion as film-making. It is just that we all were busy with Prem Ratan Dhan Payo. So now, we are back to storytelling on television.”
He further added, “This show on Colors is one of ours most progressive shows, in which we are trying to show the part of the society which all parents face. This is a story of a middle-class Indian mother, who wants to prove through her daughters, who are IIM and IIT toppers, that today's girls can be chairmen of companies and also run their household with equal pride and prowess. It’s time we encouraged them.”
The story of the finite show has been written by Sushil and Shilpa Choubey, the screenplay is by Nishikant and Pranjal and dialogues are Manu Sharma's. The music has been directed by Udbhav and Dony while lyrics have been penned by Raghvendra Singh.
Produced by Rajshri, the show will start from 19 December at 9.30pm time slot from Monday to Friday. The show is replacing Rashmi Sharma Telefilms’ Swaragini which was launched in March 2015.
The show highlights a mother’s determination in not only providing the best education for her daughters, but also in finding a suitable match for them in a family that values upbringing over materialistic pleasures. A household that will allow her daughters’ careers to flourish rather than tie them down to domesticity. Swabhimaan traces the story of two sisters as they pledge to fulfill their mother’s dream of becoming self-reliant and society’s expectations of being married at an acceptable age.
According to a source, the estimated per episode production cost of the show is in the range of Rs 9 -10 lakh. On the ad rates, Swabhimaan commands Rs 1 lakh for a 10-second slot, the source said.
Speaking about this new offering, Colors CEO Raj Nayak said, “We, as a society, often do not give enough credit to the women for the value they add to our lives. Though now we have opened up about educating the girl child, but still, when it comes to marriage, we find people wanting to clip their wings and confine them to a measly role. Our latest offering attempts to change that mindset. The show highlights the importance of being self-reliant and at the same time uphold the tradition and values of our culture. With Sooraj Barjatya’s magical touch and a platform such as Colors, Ek Shringaar…Swabhimaan with its vibrant backdrop is sure to strike a chord with the viewers.”
Further Colors programming head Manisha Sharma added, “The concept is unique simply because it questions the contrasting principles of our society. We are all about educating our daughters but how many households are actually open to letting their daughter-in-law’s pursue their careers? Here’s a strong willed mother who just has one request to the world – Allow my daughters to work. Don’t let their education go to waste. The show addresses this thought head-on by laying focus on values like self-respect and self-worth which have been inculcated through a mother’s upbringing. The show marks our first collaboration with Rajshri Productions whose penchant for beautiful storytelling and powerful narratives has gripped audience attention on television and in films; we look forward to a long and fruitful partnership.”
“The show looks promising and the storyline is good but the critical question to get ratings, do they have what it takes? Ratings comes only with certain things or you cut across emotionally with the audience. That connections needs to be there and they might change the track halfway down the line when they realize that something is not working. Also, Colors has struggled a lot between 9- 10pm time slot. They are doing extremely well in 8-9pm and 10-11pm time band,” said a senior media planner on the condition of anonymity.
On other Hindi GECs, Colors’ new show Swabhimaan at 9.30 pm slot will be pitted against &TV’s Badho Bahu which airs at 9.30 pm from Monday to Friday, Zee TV's Ek Tha Raja Ek Thi Rani, Star Plus' one of the longest running show Yeh Rishta Kya Khelta Hai, Life OK’s May I Come in Madam and Sab’s Trideviyaan. On the other hand, Sony Entertainment Television airs its one of its rated show Kuch Rang Pyaar ke Aise Bhi.
