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#New_Article Producer Yash Patnaik and Mamta
Patnaik duo is churning out wide
variety of shows like Veera (On Star
Plus), Saada Haque (channel V) and
Million Dollar Girl ( Channel V). All the
shows are being talked about their unique content and connecting with
the masses. Saada Haq the youthful show
completed 300 episodes and it was
celebrated with cake cutting on the set. Producer Yash Patnaik says, " Sadda
Haq has been a landmark show for us
in many ways. It was our first in the
youth space. With Sadda, we didn't
want to follow the existing trend of
youth programming, which was in practice for the past decade. We
wanted to bring a new trend for next
decade rather. We realised that India is
changing fast, so does its youth. They
are no more the candy floss youth
living in a fairytale world. They are evolving. They are getting serious
towards their life and career. We did
our bit of research in few cities to
understand the mood and aspiration.
That's how we developed our
philosophy for youth content. Be it Sadda Haq, Million Dollar Girl or the new
youth shows we are currently working
on". When asked about Million Dollar Girl's
doing well he says, "Through Million
Dollar Girl we wanted to enter the
heartland India. The idea was to
address the young India which wants
to break free. Where every youth is not only bubbling with ideas they have the
guts to execute the ideas in to action,
with or without opportunities available
to them. MDG is the story of Avanti.
Daughter of a lower middle class family
without a male member. She hates to be typecast as a middle-class where
you can have either this or that. She
wanted both. Avanti knows destiny is
not what is written for you, destiny is
what you write for yourself.' She
decides to be an entrepreneur, by hook or crook. It surprised the
audience when we showed Avanti
selling male underwears in the street of
Banaras. Because she got more margin
in that business. We set the show in the
heartland of Indian culture and tradition - Banaras. How she goes all
the way and breaks all the rules written
for girls and makes it big is the story of
MDG. Thats how we named the show
Million Dollar Girl - Banaras to Paris. In
the show we are addressing the fight between handloom versus powe
rloom. While realising her dream to be
an entrepreneur how she starts a
revolution is the crux of the story" Both the shows are doing very well.
Sadda has been the number one show
of Channel V from the very beginning.
It has broken all previous records of
the channel as well as the competition
in ratings and followings apart from bagging almost all awards in India.
Looking at the success, the
broadcasters turned it in to a One Hour
Daily (6 days a week) form this month.
Expectedly, as the one hour daily
format Sadda is continuing its success. In fact since Sadda has become one
hour, the slot performance of 6.30 to
7.30 has grown up by 22%, which is
commendable. Beyond Dreams consolidated their
performance with Million Dollar Girl,
which is the second highest rated
show of the channel behind Sadda
Haq. Apart from Sadda and Million Dollar Girl
Beyond Dreams has a successful show
in Veera which is telecast on Star Plus
for past three years. In Veera we had
addressed a very sensitive issue. Child
are never illegitimate, parents can be'. Veera was born out of an one night
stand of Sampoorn Singh. How she
enters the family and takes centre
stage was the story. We felt people may
not accept such a sensitive subject. So
we wrapped it in a packaging of brother sister relationship. The
campaign duniya ki sabse anokhi maa'
created the right mood for Veera and
made Veera an instant hit. It has been
the slot leader across all channels for
over 600 episodes. On being asked about the secret of
success Producer Yash Patnaik says, "
As a production house we have
applied many new experiments not
only to the content but to the process
as well. We have invested heavily on the content team. There are 10 top
rated bestseller novelists in our content
team exclusively working on our
existing and new shows. Between
them they have over two dozens of
national bestsellers. Mamta Patnaik heads the content team and grooms
the new talent. This has been an
exciting phase in our journey so far". Credit - Tellyexpress.co m