MUMBAI: Flip through a newspaper or television channels, the flavours and colours of the Independence Day are present everywhere. And to celebrate and cash-in on the occasion, the channels across genres are going all out to surpass each other with special programs.
The general entrainment channels which are scrapping amongst themselves for eyeballs have redone their programming line to accomodate these speical shwos. . Star India is spearheading an initiative-Saath Hain Hum Uttarakhand -- to muster mass support and gather funds for the flood-ravaged Uttarakhand through a live seven-hour fund-raiser.
The fund raiser that'll be broadcast on key channels of the Star India network including flagship Star Plus, Life OK, Star Pravah, Star Utsav and Channel V from 12 noon will see participation and performances from Hindi film industry's stars and television's most celebrated actors. The network promises it to be the biggest Independence Day spectacle in India.
To counter it, Zee has a special slot from 2.30pm to 5.30pm wherein it will show the best performances from the already aired Qubool Hai Eid Mubarak special episode and Gold awards 2013. Whereas Sony will be betting on films like Ek Tha Tiger and Aashiqui 2 that will be aired at 9.30 and 12.30 pm and 6.30pm respectively. Colors on the occasion will telecast Policegiri twice in the day.
Movie channels, both Hindi and English, will be showing patriotic films (old or new) as well as films which focus on 'Indianness'.
As for the other genres especially the music channels, nobody wants to miss out on the opportunity as well. Music channels will pay tribute with not only patriotic songs but also through unique programs. For instance, Vh1 has Indian Musical Compass which brings together artists who are divided by states but united by music. The episode which is 12-hour (8am to 8pm) long will feature artists across India representing various regions - Pentagram, Indus Creed, Alobo Naga and the Band, Soulmate, Euphoria, Ska Vengers, A R Rahman, Thermal and a Quarter, Brodha V, Bickram Gosh, Cassini's Division and many more.
The oldest music channel - MTV - has announced its new take on freedom through Maa Kasam Hindustan with MTV ACT. The initiative will urge the youth to stop being a fence sitter; but to take a stand and take action against issues that concern them. Leading the campaign are actors John Abraham and Nargis Fakhri who along with MTV VJs will take an oath to bring about a change.
The channels from the 9X network too will play blockbuster tunes, a special youthful video titled Azadi Ka Tashan and has also created a whistling version of Hum Hindustani, one of the most popular patriotic songs from Bollywood. This unique project will be aired on 9XM all through the Independence week.
This Independence Day the channels have created a bouquet of colourful programmes to bring out the flavour of India to entertain viewers. So stay tuned!
