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Media owners’ go the whole hog to whip up patriotic fervour

13-August-2005
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Media owners’ go the whole hog to whip up patriotic fervour

Independence Day is just round the corner and media owners are doing their best to catch and retain that elusive customer attention through attractive programming woven around the national event.

While Star Gold will be showing Shah Rukh Khan-starrer ‘Swades’, in an attempt to bring alive the ‘Mohan Bhargav’ present in each of us, MTV is excited about its ‘first of its kind’ initiative in programming.

Elaborating on the telecast of ‘Swades’, Sameer Nair, COO, Star India, said, “When the movie was released, it was Ashutosh Gowarikar presenting Shah Rukh Khan in ‘Swades’ – now it is STAR Gold presenting ‘Mohan Bharghav.” ‘Project Swades’ has also been initiated by STAR in its bid to work for a social cause.

On the day that celebrates India’s freedom, MTV will give the viewers freedom from commercials. Right from 8 am till midnight, there will be a host of programmes giving the viewers a chance to know more about the making of the movie ‘Mangal Pandey – The Rising’.

Besides this, there will be contests, giveaways, tickets and songs from the movie playing on the channel throughout the day.

Ashish Patil, Vice-President and General Manager, Creative and Content, MTV Networks India, justified the unique initiative, saying, “Independence Day is all about freedom and the programme is also about freedom – freedom from commercials. There is a lot more to it. The programme shows the rise of Bollywood cinema and truly amazing content. The best part is that such an initiative has never been done before.”

Divulging more details Patil said, “The presenting sponsor is Airtel, while associate sponsor is Nestle Maha Munch.”

The TRPs are expected to rise considering the fact that most people will be hooked to television on the national holiday.

MAX, the channel capitalsing on India’s two passions – cricket and movies – also has special plans for Independence Day. Albert Almeida, Executive Vice-President and Business Head, MAX, said, “We will be showing three good movies on the auspicious day.”

While television channels are leaving no stones unturned to capture eyeballs, radio is also set to play the right tune of action. Radio City and MTV have joined hands to add to the spirit of India’s Independence Day celebrations. The radio channel has been given exclusive rights by MTV to air the sound bytes of ‘The Rising’. On answering a simple question, Radio City will be giving away a brand new bike and a chance to come live on-air and talk with Radio City’s RJs.

Seems like the media owners’ dependence on Independence Day is a lot.

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