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The producer talks about working with friend Akshay Kumar, her new show Jamai Raja, her shift from television to movies and back, her future projects on TV and in Bollywood and more…
Ashvini Yardi believes in talking about the real issue and claims that life inspires her. The co-founder of Grazing Goat Pictures and the programming head of Zee TV says that TV is her baby and wishes to continue with it as long as she is inspired. Read excerpts from the interview.
What made you shift from television to movies?
After 20 years in television and after the phenomenal success of COLORS, I felt there wasn’t much left for me to do as a channel head. I was the first employee of Colors and set up everything from scratch including calling it COLORS (a name that the promo team came up with). Honestly, while things looked good for me with one of the most powerful jobs and a fat pay package – I started feeling the need to challenge myself some more, to move on from TV… I hadn’t planned getting into films but it happened quite organically… and it has all worked out perfectly till now.
You’ve left Colors, after giving them some fabulous shows that run till date like Balika Vadhu; what’s your take on the current shows of the channel?
I am happy that besides Balika Vadhu there are 6 more shows from my time that are still on the channel including Bigg Boss. From the current lot, I like Comedy Nights with Kapil and the new things they are trying with Bigg Boss 8.
After producing movies like Oh My God and Fugly, what about Jamai Raja made you come back to television?
Like they say, once you’ve done television it always beckons you back. I took a clear 2 year break from TV and came back only when I felt I had a concept that was different. While GEC watching is dominated by the lady of the house, the men are passive viewers, as in India majority of homes are single TV homes, Therefore when the concept of a Jamai Raja as against a bahu or a beti came about, I thought we could have a refreshing change from a man’s point of view and its worked and how…
What according to you worked for Jamai Raja – the cast / concept / channel? And Why?
I think Jamai Raja had everything going for it – a fresh concept, a well known cast and of course Zee TV.
How do you plan to take Jamai Raja forward from 6.4 TRP?
The numero uno spot seems like a good idea.
Fear Factor with Akshay Kumar or with Rohit Shetty. Why?
I have a very strong emotional connect with Akshay and Khatron ke Khiladi. I can never forget that Akshay’s face and the KKK campaign was the very first campaign for COLOR’s and to me the two are inseparable. I couldn’t catch Rohit’s show as I had a film release at that time, however, I know Rohit personally and love his brand of cinema. I am sure he would have done a fabulous job hosting the show.
Akshay Kumar the host, producer or friend.
While Akshay is very good at everything he does, I respect him most for the friend he is.
We’ve seen Singh is King; so what is Singh is Bling all about?
It’s not a sequel it’s a completely different film.
Among all the roles you’ve played which has been the most challenging one?
Surprisingly, for me, the role I thought would be the toughest came the most naturally to me…that of being a mother. Balancing a high pressure job as the Channel Head of Colors and Zee TV (believe me TV is a lot tougher and more challenging than films) and the full time responsibility of being a wife and mother was tough. I have sailed through it only because of my husband Sachin who stood by me like a rock.
After decades of people looking down on television; it is now considered on par with movies. What is your take on it?
Television is the largest medium for media delivery in India in terms of revenue and the eye balls. It has always been a big player, but I think with the popularity of reality shows and the superstars of the film industry coming to TV, to not just host but also to promote their movies has helped change the perception of TV being the younger sibling. In fact, the budgets and revenue earned from shows like Bigg Boss are at par with any big commercial Hindi movie if not more.
One kind of show you will never be a part of.
As a programmer, I would always want to be a part of shows that entertain. If a format doesn’t excite me or the content doesn’t entertain me, then I can’t be a part of it.
How easy or difficult is reinventing yourself in terms of concept?
There is a lot that goes on to come up with a great concept. Especially, in a country as vast and diverse as ours, I came up with the concept of Saat Phere on Zee TV purely from the fact that I noticed the fairness products sales rising at an alarming rate and went on to assume that if the product is selling the way it is, then dark skin complexion is a huge issue and why not make a show around that. The idea came from real life. The idea for Oh My God came from a play. I guess inspiration is all around; one just needs to be open to it.
What other television shows are you planning for the future?
I am hoping to crack an idea of a format and become the next Simon Cowell but till then its soaps for me.
What are your other movies in the making? And will Akshay be acting in any of them?
Yes we at Grazing Goat Pictures are working on about 4 –5 concepts. While most of them are not starring Akshay he will be a part of one more besides Singh is Bling.
Akshay is currently hosting Dare 2 Dance. What is your take on it?
It’s an interesting concept and as always Akshay is a terrific host.
If you had to remake an international show, which one would you pick?
It would have to be Breaking Bad as I love the concept and it has some of the most fabulous performances in recent time. But I think that the time is not right yet to adapt it for Indian sensibilities. I hope that someday I would be able to bring it to our television.
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