Sony sacrifices Mahayagya

This was a serial that was always beset by controversies. First it was its political characters which drew condemnation from their real-life brethren. After having weathered that storm, and winning a sizeable following in western and northern India - and winning a few awards including this years Screen-Videocon award - Mahayagya, on Sony, directed by Anil Choudhary has been told to wind up after its 104th episode. The show airs its 96th episode, this week.

“A few months back when I wanted to terminate the series by 104th episode, Sony convinced me to continue for another 52 episodes. Now they want me to pack up the serial in the next 9 episodes,” moans an exasperated Anil Choudhary.

Anil says that he had developed plot-points for another 52 episodes on the channel’s insistence. He had even planned to add four new characters to the show, and shot a few episodes. He feels short-changed, now that Sony had ordered the serial’s closure.

The director isn’t sure why the channel did a flip-flop on the series, especially when it had used the series to make inroads into the rural viewers. When contacted by Screen, Sony officials were unable for comment.

While Anil Chaudhary clutches at straws, rumours abound that political pressure was brought to bear on Sony to end the channel. Another opinion is that the shows TRPs were too low to justify its extension. “Sony knows that viewership (for Mahayagya is more in the interiors, where there is no monitoring agency. Also programmes with lower TRP are still running on Sony,” counters Anil. “We did have a difference of opinion regarding new artistes. They wanted me to take one particular popular artiste who happens to be very busy. So I settled for somebody else. May be that irked them,” he reasons.

Despite the setback, Anil Choudhary is maintaining a brave front. He says that he has put the episode behind him and is busy with another project. “It’s an entirely different genre to Mahayagya,” he says.

Vijay Jindal at the helm of Zee India TV

Zee Network CEO, Vijay Jindal has been given charge of Zee India TV, a news and current affairs channel, with effect from Jan 27, 1999.

The move is seen by media analysts as part of the network’s exercise to integrate its bouquet of channels and give Zee India TV a new form, shape and direction.

According to the network’s spokesperson Ranjan Bakshi, “Zee India TV was operating independently, with Jindal in charge, the process of integration has started.”

Jindal is expected to convert the news and current affairs channel into a profit-making venture with his “marketing acumen” and “flair for journalism”, Bakshi said.

“The shareholders and stakeholders have expressed complete confidence in Jindal’s ability and power to make Zee India TV a successful channel,” an official Zee release said. Incidentally, Jindal was put incharge of SitiCable, the distribution arm of Zee Network, two months back. Hari Goenka, who was heading SitiCable, had to report to Jindal.

“Jindal is enjoying more powers with the Zee organisation,” a media analyst said. Insiders say Zee Newtork is in process of bringing the channels into a common platform. The network is working out a common rate card, sources in Zee said.