You have been making TV content for over a decade. What took you so long to enter film production?
We are basically a content company and our USP is to create content on various platforms. We have already produced corporate and advertisement films, promotional capsules and other non-broadcast videos. Films is another area for exploration. Soon we will also start creating content for mobiles. The reason we entered this service was to face the challenge of convergence from inside. The first taste of convergence has been tried and the company is, today, competent to deliver all kinds of content to wireless handheld devices. A service for delivering movie information, gossip and reviews service has been implemented in Airtel Delhi and work is on to convert the same to the On-Mobile platform for extending to other circles. Work is on with Reliance Info for creating dedicated video contnt for their new mobile phone network capable of handling streaming video.
Tell us, how did Rocking come about?
Tanuja Chandra approached us with a story idea that she’d scripted. I loved it and decided to produce it. It is a urban love story with which the metro audience will immediately connect. We felt that Sushmita Sen suited the role and approached her. After hearing the script she agreed to sign on the dotted line. Shiny Ahuja may not be a huge box-office star, but he has a good repertoire. He has the right frame and the attitude for the character he has to portray. We will start shooting from mid-November and release it by next May-June.
Sushmita is the only big star in the film...
My films will have people who fit the characters they portray. The star’s box-office status is not really important. What matters to me is the content of the film.
Are you waiting for the box-office verdict on this film or have you already started another film?
I have already invested in another film which is yet to be titled. Saurabh Narang will be directing it and as of now only the heroine, Vidya Balan has been finalised. A humane story, the film is based on a real-life incident. Besides this, I am producing a Punjabi film starring Jimmy Shergill. It will be directed by Gurbir Grewal. A love story, I am looking for a fresh face opposite Jimmy.
On television, tell us what your new chat show Kya Kehna is all about?
At this point I don’t want to reveal anything more except that it is a show which is socially relevant and will be hosted by Shefali Shah. It will be aired on Sony.
Is it in any way connected to the cases that haven’t been dealt with in Rihaaee which was taken off due to low TRPs?
No, it has nothing to do with Rihaaee though everyone is thinking on those lines.
How did you zero in on Shefali?
Actually, the channel suggested her name and undoubtedly she is one of the finest actresses. She is just the person for the show.
How do you feel when a fictional soap like Kumkum... soars on the charts and a reality-based show like Rihaaee takes a beating?
It is quite discouraging and I feel sad that it was not very popular. I think it has a lot to do with what the Indian society is going through. One needs to appreciate Rihhaee at a different level. Because Kumkum is an afternoon band series, the target viewer can relate to it in toto, whereas Rihhaee was a hard-hitting show and the viewer in the evening does not want to be jolted. He doesn’t want to get entertained in this format. However, the positive aspect is that a show like Rihhaee got aired on a mainstream channel like Sony. More importantly, for the duration the show was on air, it created a huge perception and branding for the channel.
BAG Films Ltd. was incorporated in 1993 and since then has produced many popular programmes like Poll Khol - a political satire, Sansani - a crime show and Red Alert-an investigative show. Its most popular soap is Kumkum - Pyara Se Bandhan followed by Siddhant. Fun programme like Har Dil Jo Love Karega is also from their stable. They have made more than 40 on-air programmes ranging from chat shows, current affairs and film-based shows. The company has to its credit more than 1500 hours of on-air software and has a rich footage library of more than 6000 hours. In regional language they have made programmes like Jugnu Kenda Hai (Punjabi), Mon-niye (Bengali), Shan-e-Punjab (Punjabi), and recently, Sone-te-Suhaga (Punjabi).
Anurradha Prasad who is the Managing Director has produced, directed, conceived, conceptualized, designed, scripted, reported and anchored many television programmes. From her first assignment in PTI TV as assistant producer for the popular business magazine, Money Matters, she has worked in many different positions in the industry, both behind the scenes as well as in front of the camera. Programming is Anurradha’s forte and she has been the name behind shows spanning diverse genres of programming. She is a member of CII and FICCI Entertainment Committee. She is on the board of Uttaranchal Film Development Council, and is executive member of Film Producers Guild of India.