Television
Report on Shemaroo

Hindi GEC women-centric shows highlight crucial issues around women's day

Channels are attempting to address key themes.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/03/07/GEC_womenday.jpg?itok=I_fmM3w2

MUMBAI: Over a period of time, Hindi GECs have made many attempts to show the female protagonist in a stronger character. From Tulsi of Kyunki Saas Bhi Kabhi Bahu Thi and Parvati of Kahaani Ghar Ghar Ki solving their domestic issues in the shows to Anandi of Balika Vadhu fighting for her basic rights to Mini of Patiala Babes addressing issues faced by women channels have made sure to portray women characters in a better way which is more relatable and also inspires many women viewers and convey a strong message in the society.

Viacom18 Hindi Mass Entertainment chief content officer Manisha Sharma said, "Colors believes in leading the content curve, more so when it comes to women-centric programming. Over the years, we have given Indian television some of the most iconic women characters who are impactful and empowering. Our current line-up of shows have Meher of Choti Sarrdaarni, Pinky of Naati Pinky Ki Lambi Love Story, Bondita of Barrister Babu, Heer of Shakti.. Astitva Ke Ehsaas Kii who embody the spirit of womanhood and are a true inspiration.”

This year, United Nations celebrates Women’s Day with the theme of ‘Each for Equal’, which upholds that an equal world is an enabled one. It is unfortunate that women are still judged and constantly made to feel awkward for something as frivolous and insignificant as a ‘peeking bra strap’. Viacom18’s youth and entertainment channel MTV has launched a campaign Baar Bra Dekho to normalise conversations around bra straps and slam the judgemental eye rolls on a woman’s peeking strap.

The campaign kickstarted with a series of engaging content on social media and grabbed the attention of the viewers, asking them to talk it out and share their stories of strap shaming. It also went out into the crowd to understand the perception of uncles, aunties and youngsters alike on peeking bra straps.

The channel’s show Nishedh will also addressed relevant issues on Women's Day. “Since inception, Viacom18 has worked towards identifying differentiated content that cultivate positive social change through its storytelling. MTV Nishedh looks at issues that have been brushed aside under the garb of stigma too long in ignorance. These are issues such as safe sex, consent, safe abortion, malnutrition and TB, which impact women. Through relatable and close to reality characters, the show answers some pertinent questions of concern. The lead female character of Aastha Gunawat unravels many facets of the young woman of today. A risk-taker at the age of 21, Aastha deals with challenges in her new journey, looking to make a name for herself.  MTV Nishedh gives a voice to concerns that are suppressed by patriarchal conventions with a strong narrative that engages and relates to the youth,” said Viacom18 corporate marketing, communications and sustainability head Sonia Huria.

In line with the brand philosophy of Sony Entertainment Television, which values partnerships, this year’s Women’s Day campaign highlights gender equality #SheEqualsHe. The campaign thought stems from a very critical question – What do women really want? Instead of opening the car door for her, it’s time to open our minds; instead of giving her a reserved seat in a bus or metro, it’s time to make her feel safe when she’s travelling. Instead of saying ‘Ladies First’, it’s time to say ‘we are equals”. It’s time to say #SheEqualsHe.

Link of TVC:

https://www.facebook.com/sonytelevision/videos/207311794014138/?epa=SEAR...

Sony Entertainment Television’s show Patiala Babes starring Ashnoor Kaur, Sourabh Raaj Jain and Saisha Bajaj truly believe that no child should grow up in the spectre of violence and abuse and this very thought has been incorporated in the form of an interesting track around ‘Good Touch and Bad Touch’ within the show. Patiala Babes has always been at the forefront of educating its viewers through its progressive narrative, be it women empowerment or establishing one’s identity in the society or even pay parity.

In the show, Mini (Ashnoor Kaur) will be seen teaching her younger sister Aarya ( Saisha Bajaj) about the concept of ‘Good Touch and Bad Touch’ after one of her friends in the school has a bad experience with the school Peon. Post the incident Arya is in a state of shock and reluctant to talk about it to anyone. Mini takes charge and not just ensures proper guidance to Arya but also fights back with the support of other ladies of her mohollah through a campaign #ChuppiNoMore.

To celebrate Women's Day the channel’s The Kapil Sharma Show will have all women cast of Devi on Sunday, 8 March.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/13/photogrid_plus_1623566255979.jpg?itok=bZ-da9Fh
BARC week 22: Star Plus continues to reign pay platforms

Mumbai: Hindi general entertainment channel (GEC) Star Plus continues to maintain its hold on the top position in the list of channels on the pay platform, according to the Broadcast Audience Research Council of India (BARC) for Week 22 (29 May to 4 June).  The channel recorded an average minute...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/11/sun_tv.jpg?itok=fXtsNZPR
Sun TV clocks net profit growth of 11 %

Television broadcast major Sun TV Network Ltd on Friday said it closed last fiscal with 11 per cent growth net profit of about Rs 1,520.41 crore on reduced revenue.

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/10/vik.jpg?itok=5eFPrtPy
Viacom18 ropes in Vivek Mohan Sharma to head branded content

New Delhi: Viacom18 on Thursday announced the appointment of Vivek Mohan Sharma as head of Branded Content. He will be reporting to head- Network Sales, Mahesh Shetty.

Television TV Channels People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/10/photogrid_plus_1623317456911.jpg?itok=nyoyMNes
Juggernaut Productions all set to begin work on its first international mini-series

New Delhi: Taking a strategic step towards international partnerships, IN10 Media Network’s production arm, Juggernaut Productions has joined hands with the UK based Nucleus Media Rights, a fast-growing television production and distribution company, and creator Brendan Foley, for the international...

Television Production House Post Production
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/10/photogrid_plus_1623313127999.jpg?itok=rkHl7HH9
SPN's Go-Beyond podcast endeavours to inspire and entertain

New Delhi: After becoming one of the first major broadcast companies to enter the audio streaming business, Sony Pictures Networks India continues to bring insightful stories of experienced minds from across different walks of life through its podcast service.

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/10/photogrid_plus_1623308250265.jpg?itok=Q7t4-wqi
Melissa Lim to lead kids’ content acquisitions at WarnerMedia

KOLKATA: WarnerMedia has appointed Melissa Lim as the new head of content acquisitions and co-productions for its kids' networks in Asia Pacific, which include POGO, Cartoon Network and Boomerang. She will also advise on licensing content to fuel the growing slate of kids and family programming on...

Television TV Channels Kids
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/10/covid.jpg?itok=cQyDmC54
Get a jab, industry urges staff, workers as it resumes operations

With the second wave of the pandemic beginning to show signs of a slowdown, organisations across the country are gearing up to welcome their employees back to the office. But with the threat of a third wave looming large, they are taking no chances and making arrangements for their employees to get...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/10/tenn.jpg?itok=1zb0fLsv
PE firm CVC Capital proposes to buy out ATP, WTA tennis tours

Changes may be afoot as far as broadcasting rights of professional male and female tennis calendars are concerned if reports emerging over the past two days are to be believed. Sky News first reported that Luxembourg headquartered private equity firm CVC Capital Partners is in unconfirmed talks...

Television TV Channels Sports
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/10/as.jpg?itok=PvJb4Eip
How television can increase time spent viewing with interactivity

With streaming video services like Netflix, Amazon, Disney+Hotstar, and Zee5 grabbing a majority of the headlines, and becoming the flavor of the moment, many believe that linear television in India is losing its moxie.

Television TV Channels Viewership

Sign up for our Newsletter

subscribe for latest stories

* indicates required