Television's content leaders

Television's content leaders

Abhilasha Ojha / New Delhi November 09, 2008, 0:50 IST

Fresher scripts get approved on television channels - but guess who gives the green signal?

A clutch of creative heads from different TV channels are giving green signal to fresher ideas and concepts. We take a look at these creative heads who are largely responsible for giving us all the masala on TV

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ASHVINI YARDI, VICE PRESIDENT, PROGRAMMING, COLORS
Despite its unprecedented success in such a short span of time, experts wonder how long the TRP party will last for Colors. But for now the credit of its "pull factor" goes, if not single-handedly then largely, to Ashvini Yardi, who, with her wealth of experience of 14 years at Zee TV, has tasted failure and success.

So she looked at Saat Phere, a story that was inspired by Yardi's own domestic help who struggled with her dark complexion. That serial put the channel right on top, giving it not just its lustre but also TRPs.

A mother of a four-and-a-half-year-old son, Yardi joined Colors in August 2008 and approved its trump-card show Balika Vadhu two weeks before she joined the organisation. She says that her work life is a "party", one where she looks forward to going to every single day. But didn't she think of it as a challenge, joining a brand new channel while leaving an established one, especially after it was at the top? "You cannot give viewers the same thing again and again and again," she says, adding, "There's always room for new talent and fresh ideas."

There's nothing too great about her life, she says. "I love returning home to my little one and weekends with him are sacrosanct."

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