TV channel turns message carrier
On the occasion of Women’s Day, Zee TV felicitated four female achievers who have made significant contributions to various walks of life. At a humble ceremony in the city, the channel announced that now the programming will be even more concentrated on addressing burning issues.
Akash Chawla, marketing head, Zee TV and Zee Cinema, says, “We serve on a platform that reaches to every nook and corner of the country. So we intend to use it in such a way that we can give more to the society than just an entertaining show. Media has to be socially responsible and make viewers aware of their responsibility too.”Dailies, like the currently on-air Jhansi Ki Rani, and the recently concluded Agle Janam Mohe Bitiya Hi Kijo, have addressed women empowerment, and issues surrounding the illegal sale of the girl child, respectively. The channel, however, hasn’t frozen on the next big issue they would like to concentrate on. "We will integrate social messages into the current shows also, alongside readying new shows voicing various social concerns," says Chawla.
Actors Veebha Anand, Binny Sharma, Aruna Irani and Kratika Sengar presented trophies to Shaheen Mistri, the founder of Akanksha Foundation and Teach For India, Yvonne D’Souza of Crystal Care Service, an organisation that provides caretakers to nurse the old at their homes, and in hospitals, Sweta Mangal, the founder of the ‘Dial 1298 For Ambulance’, a project for social entrepreneurship and 19-year-old Manjit, who is currently one of the finest lady boxing champs in the country respectively. “We want to promote and create role models in the society, this is just one of first steps towards it,” says Chawla.