Audience Prefer Shows that Trigger Them to Think: Priyanka Datta, Zindagi

Zindagi continues its endeavour to introduce original shows on the channel. Aadhe Adhoore is the third in the row after its non-fiction show Shukriya and recently launched finite fiction show Bhaage Re Mann.

The show tells the story of the woman of today with all the complexities of her life. While balancing her life on one side, she is also in touch with her deeper self and is not apologetic about herself. A definite step on Zindagi’s behalf to present programming that is differentiated and in sync with today’s times and life.

Set in Kapurthala, Aadhe Adhoore is story of Jassi who tries to strike a perfect balance between the emotions she feels and the circumstances she finds herself trapped in, even while she is the perfect wife, bahu, and bhabhi. The key protagonist on the show, aka Jassi is Sonali Nikam who believes in the mantra ‘Follow your heart!’  Priyanka Datta, Cluster Head - Zindagi & Zee Anmol, brings forth the differentiated content strategy, “We as a society are very judgemental. Aadhe Adhoore is about a story that gets you thinking. This is one channel which gives you an opportunity to watch stuff which will appeal to your heart also. We are telling story in its purest form. We are not here to give opinions on what is right and wrong. That we will let viewers decide for themselves.”

Making a comeback on television with this show is renowned producer and director Ajai Sinha. He is known for landmark dramas on television like Hasratein, Justajoo, and Astitva- Ek Prem Kahani.

Talking about Ajai and cast of the show, Priyanka expresses,”Ajai Sinha has always picked up sensitive topics. He precisely knows what should come from characters. We have identified brilliant cast and all of them fits beautifully. It is amazing to see Sonali Nikam who is playing Jassi; when she comes in front of camera, she is confident and very natural. The show also has an ensemble of well-known actors like Geeta Udeshi, Rohit Bhardwaj, Priyanka Khera, Mohak Khurana, amongst others.”

Priyanaka is of the opinion that new shows on Zindagi are an outcome of evolving audience preferences. Zee TV, a group channel of Zindagi has shown shows like Astitva and Hasratein in the past, which had powerful women protagonists and made people sit up and take note. Aadhe Adhure and Bhage Re Mann too are steps in that direction. Priyanaka opines, “Audience preferences are evolving and they prefer shows which trigger them to think. It is not like stereotype Hindi serial. In those shows, even if they are thinking, they are saying it loud. Not even for a second they are allowing their audiences to think. Times are changing now. Also, we have four-five hours of original content plus re-run strategy which is also considered as prime. The nature of content is very finite. It is just 15-30 episodes and it’s over. So we have re-run strategy to get them back and do it in binge form.”  The channel also plans to bring in the second season of its non-fiction show Shukriya, with Gunjan Utreja.

As for the channel not emerging on the top slots in BARC ratings, Priyanaka is undeterred. She says, “It does not deter us because we hear lot of people saying that they watch Zindagi. So we feel encouraged that we have targeted audience which we wanted to and they like us.”

Talking about importance of story and challenges faced, Priyanka says, “Everybody is not Salman Khan who can pull off everything. Rest, it is all story and content which matters. We are blessed with right team. The biggest challenge is picking up right stories and executing it in right fashion because we are away from GEC palette.  Actors have to look natural and everything needs to be scrutinised.”