“Experience says that people love to watch special programmes on special days,” says Nilanjana Purkayastha, business head of SaharaOne, adding, “We are showing patriotic movies for the entire week till August 15.” In fact, movie buffs will be spoilt for choice. The uncut version of Jodhaa Akbar, which premieres on UTV Movies, will also have its maker Ashutosh Gowariker speaking on it. “Almost 30 minutes from the film that was chopped off because of length constraints, would also be seen,” says Rajesh Chandra Baruah, AVP, programming, UTV Movies and World Movies. The five-hour screening, hosted by Gowariker will have a contest too. World Movies has designed a special week-long package, ‘Taste of India’, that boasts of Pinjar and Raincoat. Besides, The Terrorist would be shown on August 15 on World Movies and LOC: Kargil, the following day on UTV Movies. Similarly on August 15 one would find Lage Raho MunnaBhai, Golmaal—Fun Unlimited, Garv—Pride and Honour on Max and Rang De Basanti on Star Plus. Zee Cinema has launched a two-day festival, Maze Ki Azadi, on August 14 and 15, which has an impressive line-up including Krantiveer, Gadar—Ek Prem Katha and Tirangaa. Star Gold promises enthralling movies, too.
Those that love to soak in song and dance shows would have delectable dishes to lap up. Star Plus will showcase Rang De India, where TV stars such as Mandira Bedi, Ronit Roy, Chetan Hansraj, Hussain Kuwajerwala, Aamir Ali and Sanjeeda Sheikh will shake a leg. Ex-cop Kiran Bedi and cricketer Sreesanth are also part of the celebration. In the evening, there would be a special Superstar Concert. One will find special episodes of Aajaa Mahi Vay and Amul Star Voice of India, both on Star Plus and Sa Re Ga Ma Pa on Zee TV.
“The family is together this weekend because of the long holiday and if they choose to be at home they will naturally gravitate towards TV. We have an exciting line up ready for the entire family, to entertain, create a sense of pride for being Indian and to provide something special for every family member,” says Anupama Mandloi, senior creative director, Star Plus. While Nick will have a continuous screening of superhero Niyandar, Sony will telecast a marathon episode of the best of Comedy Circus on this Independence Day.
Not only channels, advertisers are eyeing celebrations as well. “Because of the festive mood there would be a clutter of ads, as everybody would want to put their ads this time,” says media executive, Dhara Ajmera of MAXUS Group M. According to her, because of the holiday, target audience from all age groups are expected to be at home and chances of them catching an ad on TV are higher. “With the promise of TV entertainment, microwave popcorn sale is expected to go up heavily,” Baruah sums up.
