Tele-crusades
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Spirituality on the box is attracting a growing viewership.
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Anil Anand of Zee Jagran
Often in the fight for visibility among entertainment, news, sports and kids channels, the genre we tend to overlook is that of spiritual channels. But a quick surfing of your home TV today makes you realise how many devotional channels are doing the rounds. And they fight their own TRP wars. As competitively as the others.
One of the oldest such channels, Aastha has so far been the leader of the pack. But the news is, not anymore, as per the latest ratings. Zee Jagran has come to the fore. And the channel head Anil Anand is quite upbeat about the accomplishment in the last 18 months of its run.
"According to the TAM report, in week 35 4 plus Hindi speaking market, Zee Jagran is the most viewed channel with 7.3 million viewers. Its nearest competitor Aastha TV has a viewership of 7.2 million in the Hindi market," a beaming Anand states. The other notable players, Sanskar and Sadhana, stand at 6.6 and 2.1 million viewers respectively.
For all
Anand says, "The point that has touched a chord with such a lot of viewers is that we never posed as a channel that gives only Hindu discourses. We have shows specific to different communities, be they Muslim, Christian, Sikh, Jain, Buddhist or Kabir or Osho bhaktas, the Shri Shri Ravi Shankar devotees or the Brahmakumaris. The programme Aazan actually airs the morning and evening prayers done at the Jama Masjid. Then, we have gurbani too." Jagran also has programmes like "The Great Indian Astro Show", "The Tarot Show", "Nirvana at 9", etc. to attract the attention of those looking for interactive shows on these subjects.
"Very soon, we will have more new shows. For instance, a cookery show, Satvik Rasoi," adds Anand. Not quite willing to accept that youth anyway are not keen on devotional channels, and only the older generation comprises its viewers, he says, "We have made a conscious effort to make most of our programmes very interactive, because today's youth don't want to be preached to. They want answers for their questions. In most of our shows, one can SMS or dial a number for queries. And these shows get most calls from youngsters. For instance, The Tarot Show. We have found that youths in the age group of 22-23 years often call in to ask questions."
SANGEETA BAROOAH PISHAROTY
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Entertainment
Bangalore
Chennai and Tamil Nadu
Delhi
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Thiruvananthapuram
