Zindagi, the channel from the Zee Television network that broadcasts Pakistani serials, is on a buying binge
One understands that the Zindagi team is going through 10,000 hours of serial content to buy in Dubai, the no-man's land where all Pakistani artistes and art from the world of music cinema and television negotiate and meet up with their Indian counterpart.
Speaking on the growing demand for content from across the border, Shailaja Kejriwal who helms the Zindagi channel says, "We never expected this kind of a response to the content from Pakistan. So yes, we're looking at 10,000 hours of content. Believe me we have only seen the tip of the iceberg."
Apparently the danger of hurting Indian sentiments never arose. Says Shailaja, "Their serials are unbelievably vast and they do not touch political issues. So there is no risk of a sudden anti-India reference popping up in the dialogues. We've only selected the drama not even started on the huge variety of comedy serials from Pakistan."
The next level in the life-span of the Zindagi channel is a visit from some of the big names from Pakistan. Says Shailaja, "Some of these actors who were veejays and models are now household names. Fawad Khan who is in India for his film Khubsoorat became a big name in Pakistan after his serial Humsafar. Over there the film industry is not doing well. So all the talent is channelised to television."
The other reason that Shailaja attributes to the terrific impact of Pakistani serials is their finite existence. "Over there the serials do not drag once they are successful. They all begin and end within a specific time-frame. Indian television serials suffer because they are forced to go on when they succeed. Somewhere the creative becomes a business proposition," says Shailaja who at one time contributed immensely to Eka Kapoor's Saas-Bahu sagas. Laments she, "Our soaps could've also been as strong in content as the Pakistan if only we had exercised some self-control on Indian television."
Efforts are on to bring Pakistan's television stars to India. If not they will probably shoot original content in Dubai for Indian television and many of them are finding their way to Bollywood, thanks to their performance on Zindagi.
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