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Aamir Khan is a master communicator: Arvind Sharma

07-May-2012
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Aamir Khan is a master communicator: Arvind Sharma

We have known Aamir Khan as a master entertainer. But through this show, he has proven he is much beyond that and is a master communicator too. My first impression of the show is that it is awesome.

Some of the issues that the show has addressed, and deliberates on, are very critical. The first episode, for instance, spoke on female foeticide. When the show began, the first reaction probably was who is going to watch something like this on TV on a Sunday morning. But the way Aamir has put it together is very riveting. The show is very watchable. I am a three-screen person myself; the phone and the iPad are all working at the same time when I am watching television but my attention did not wander even once during the one and a half hour of the show.

Predicting television ratings is very difficult and it would be even tougher for this show, since it is on nine channels at the same time but I think that after ‘Kaun Banega Crorepati’, ‘Satyamev Jayate’ is probably the next big thing on TV.

STAR’s move to put it across different channels including Doordarshan and ETV Telugu is also a good one because its gives the show a cross section of audience, and in the process improves the economic viability of the show. Not to mention, it allows ‘Satyamev Jayate’ the reach a show like this deserves. The show could go on to become what ‘Chaya Geet’ or ‘Ramayan’ had become on Doordarshan, when viewers were so hooked on to these programmes that they would not do anything else on Sunday mornings but watch TV.

‘Satyamev Jayate’ is a different kind of television and some might question whether parents would let their children watch it but I think why not. While there would be some parents who will worry but the way media is today, parents know a lot of these conversations are already happening on different platforms. Hence, I believe a majority of parents would like their children to view such a show from a knowledge and information point of view.

Follow Arvind Sharma on @arvindsharmain
As told to Noor Fathima Warsia
Arvind Sharma is the Chairman of advertising ageny Leo Burnett, India subcontinent

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