Television

Aastha, Swami Ramdev's HD TV plans

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2016/07/18/Untitled-1.jpg?itok=gQ1yM410

MUMBAI: Most spiritual and devotional channels operating in India have a bagful of problems: limited revenues, low production budgets, which have led to very poor production values for their shows. Programmes and shows are shot with standard definition cameras with cheap sets as backdrops.

This, at a time, when most of television land is moving to high definition and a select few towards 4k high dynamic range productions – both of which give better quality video – which can play out better on HD and 4K sets, making for a near realistic viewing experience.

Swami Ramdev and Acharaya Balkrishna’s Patanjali Ayurveda has been giving FMCG multinationals in India a bit of a headache by eating away at their market shares in several product categories.

Now the yoga guru-turned-entrepreneur is hoping to capture global audiences with his brand of yoga keeping in mind prime minister Narendra Modi’s penchant for it.

Aastha – as is known to many – is among the leaders in the spiritual television space in India. And it is a channel that is part of Swami Ramdev’s empire.

Over the past year or so, an HD revolution has been taking place silently in Noida where Aastha TV’s studios, playout and uplinking hub are located. Swami Ramdev has pumped in more than Rs 50 lakh into infrastructure – including 10-12 Sony PMW 200 cameras and post production facilities – which has helped facilitate production of programmes featuring him in high definition.

Two multi-camera teams have been trailing the yoga guru filming him at gatherings, camps and seminars where he has led his disciples in asanas. Almost 700 hours of Yoga have been filmed in HD so far.

“We wanted to upgrade and keep pace with technology,” says Aastha Broadcasting Network CEO Pramod Joshi. “We were producing and transmitting in SD which has limited demand in international markets.”

Joshi acknowledges that the shift to HD came at the urging of Reed Midem’s India, Pakistan, Bangladesh and Sri Lanka representative Anil Wanvari (also the founder of the indiantelevision.com group) when the company exhibited at annual trade show MipCom in Cannes, France.

He points out that there here are no plans to roll out a HD channel for now, since the focus is on building a library first with Swami Ramdev’s yoga practice. Simultaneously, the channel’s programmers have been giving a nudge to other prime gurus who have taken slots on Aastha to upgrade their productions.

“We know there is a lot of demand for Indian spirituality and yoga worldwide,” points out Joshi. “With this step up in quality, we believe many more networks will want our programming. We are also open to dubbing the content in other local languages.”

Currently, Zee International airs programmes featuring Swami Ramdev practising and teaching yoga at his camps. Enquiries from other overseas networks have been coming in.

In addition to yogic exercise and spiritual TV shows, Joshi says that Aastha is also looking at filming spiritual tourism documentaries by partnering with different state tourism boards. “There is a lot of India interest and these documentaries will go a long way in helping both Indian and international visitors understand India’s diverse belief systems and places of spiritual worship better and from a regional perspective.”

Finally, Aastha, like other Indian networks which are looking at licensing and syndication revenues, is hopeful that its HD production will find cachet with international buyers. “Swamiji is known worldwide,” he says. “That’s to our advantage. We hope in the next year or so, licensing and syndication of our content will scale up. “

When it does, Astha’s investment in HD will start paying off.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/23/ntony_0.jpg?itok=s8hztsgm
Roy C. Anthony joins Ventuz Technology as VP - creative development & ops

Roy C. Anthony, a leading figure in the digital creative world, has joined Ventuz Technology AG. For over 20 years, Roy has been a force of innovation in fields ranging from VR, film, event and staging environments. Pushing boundaries in large scale interactive immersive display technologies, he...

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/23/zee.jpg?itok=em5ZBwe8
Zee Cafe targets 20-40-yr-olds with BBC First drama

MUMBAI: Zee’s English entertainment channel Zee Café has partnered with BBC Worldwide to bring award-winning premium British drama to its audience. Starting from 26 June, the channel will host BBC First content block with 11 new shows set to air every weeknight at 10pm time slot. The channel has an...

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/23/Dhimant%20Parekh.jpg?itok=7Qv1DKpo
HistoryTV18: #BossWomen to tell stories of Indian women

NEW DELHI: #BossWomen, a weekly video series showcasing the stories of extraordinary Indian women, has commenced telecast on HistoryTV18. The programme is part of a first-of-its-kind digital collaboration with disruptive tech-media platfvorm The Better India. The first episode is on with the story...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/23/DD-800x800.jpg?itok=mThViP0X
Doordarshan: Soaps & travelogues make Arun Prabha shortlist, presentations early July

NEW DELHI: The producers of the 390 proposals in nine genres which have been shortlisted for soon-to-be-launched DD Aruna Prabha for the northeast have been asked to make their presentations in DD Headquarters in Delhi from 6 to 10 July. All the shortlisted productions are in the commissioned...

Television TV Channels Terrestrial
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/23/Virat-Kohli-800x800.jpg?itok=8Zi6rB7w
UCWeb: Cricket viewership soars 230%, Lucknow, Pune, Bhopal, Delhi & Mumbai see max traction

NEW DELHI: Consumption of Cricket-related content exceeded 0.75 billion on UCWeb Platforms - UC News and UC Browser, for the latest edition of IPL 2017 and the recently-concluded ICC Champions Trophy 2017. According to a data report titled Insights into India’s Cricket Frenzy released by Alibaba...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/23/Gangaa.jpg?itok=GKIrKUYV
Child widow Gangaa to show her indomitable spirit on Zee Anmol

NEW DELHI: ‘Gangaa’, an inspiring story of a child widow with an indomitable spirit and the will to survive, is commencing telecast on Zee Anmol from 28 June 2017 at 7:30 pm. Determined to live life to the fullest and claiming what she believes is rightful, Gangaa’s character personifies the face...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/22/wwe.jpg?itok=5vHamDjc
WWE Sunday Dhamaal on Sony MAX & TEN 1 from 25 June

Sony Pictures Networks India (SPN) and WWE have announced the launch of a new weekly show in Hindi, WWE Sunday Dhamaal, featuring the best action and family-friendly entertainment from WWE’s flagship programs Raw® and SmackDown® beginning this Sunday, 25 June from 6.00 p.m. to 8:00 p.m. on Sony MAX...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/22/star-chaina.jpg?itok=Q7VTlFTr
Canxing-Star China's 'Brilliant Chinese' co-developed with Syco rated week's top show

Canxing - Star China vice-president of Lu Wei has announced ratings of its new original talent show Brilliant Chinese-Path to Glory. For the past two weeks, over 120 million people have watched episodes 5 and 6 of the series, earning a 4.2% market share, and this week officially ranked #1 across...

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/22/freeedish.jpg?itok=TYKcruCb
FreeDish auction on 4 July, different reserve prices for GEC and news

Doordarshan’s FreeDish is all set for its 36th e-auction on 4 July 2017, after an auction on 25 May turned out to be a damp squib though two TV channels came on a pro rata basis.

Television TV Channels Terrestrial

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories