Posted:
INTERVIEW | ANURRADHA PRASAD
BAG ventures into films
Chaya Unnikrishnan
Posted online: Friday, October 28, 2005 at 0000 hours IST
BAG Films which is a leading production house in television
software
is expanding its horizons and entering into a new arena, that of,
filmmaking. Anurradha Prasad, the brain behind the company, has
set
the ball rolling with the first venture being directed by Tanuja
Chandra. Starring Sushmita Sen and Shiny Ahuja, the film is
Rocking...
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.
BAG ventures into films
Chaya Unnikrishnan
Posted online: Friday, October 28, 2005 at 0000 hours IST
BAG Films which is a leading production house in television
software
is expanding its horizons and entering into a new arena, that of,
filmmaking. Anurradha Prasad, the brain behind the company, has
set
the ball rolling with the first venture being directed by Tanuja
Chandra. Starring Sushmita Sen and Shiny Ahuja, the film is
Rocking...
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.
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