Article: A wedding for viewers

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Posted: 16 years ago

A wedding for viewers
For the first time in the history of Indian television, a show's wedding ceremony will be connected directly to live audiences in the form of a mega on-ground event. After the channel put out an invite to attend the wedding between Manav and Archana of Pavitra Rishta, over 50,000 SMSes have been received from eager viewers within three days. Fans will travel from Pune, Nasik, Indore, Delhi, Kanpur, Amritsar, Lucknow and Rajkot, and the channel has made elaborate arrangements for guests who have been invited. There will also be hundreds of viewers from all over Mumbai to attend the wedding on July 27.
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Some innovative methods were used to invite viewers: last Saturday, Savita Prabhune, aka Sulochana (Archana's mother in the show), commuted in a local train from Chhatrapati Shivaji Terminus to Dombivli station to invite commuters to the wedding. On a Sunday morning, Sulochana visited viewers' homes all over Mumbai, wearing a traditional Maharashtrian saree, carrying haldi and kumkum.
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Several devotees from Ganesh temples have also been invited to the wedding; in the show, Sulochana frequent these places to pray for a suitable match for Archana. The devotees received a packet of sweets along with the invitation card.
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The show's producer, Ekta Kapoor, herself visited Pune's Dagru Seth Halwai Temple to seek blessings for Archana's wedding and meet fans in the city. There have been TV and radio spots and print ads and boards on BEST buses inviting people to attend Archana's wedding on air.

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Says Nitin Vaidya, COO, Zee Entertainment Enterprises Ltd, "The channel has lived up to its tag line of 'Har Pal Banaye Ek Naya Rishta' and established a special bond with viewers. Archana's wedding is one of the high points of the show and we wanted our audiences to feel a part of it.

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So, creating an on-ground event of the wedding was the best way to directly connect with our viewers. We also have made sure that the wedding is done in the authentic Maharashtrian way as Archana and Manav belong to middle-class Maharastrian families." The wedding will see live performances by the participants of Sa Re Ga Ma Pa L'il Champs and Lux Dance India Dance. This is going to be one unforgettable TV wedding.