In disappointing U-turn, Zee's Subhash Chandra says Zindagi won't show neighbour's iconic serials; comedian Raju Srivastav cancels December stand-up show
Subhash Chandra and Fawad Khan
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Patriotism makes strange bedfellows. A day after the MNS set a 48-hour ultimatum for Pakistani artistes working in India to leave the country, Subhash Chandra, chairman of Essel Group and Zee Media, tweeted yesterday that Zee's Zindagi channel will stop airing popular Pakistani soaps.
Fatima Bhutto, Adil Ray (Citizen Khan) and Imran Khan
Unhappy with Pakistani PM Nawaz Sharif's speech at the United Nations General Assembly — glorifying slain Hizbul commander Burhan Wani — he tweeted, "Unfortunate stance of Mia Sharif at UN. Zee is considering stopping Zindagi programs from Pak, as well artists from there should leave". By evening, he sent out another tweet: "Will not shut down Zindgi channel but revamp programming without Serials from Pakistan, we will have Indian subjects on Muslim community". He said the company’s policies will be altered in view of the unease between the neighbours.
Runaway hit
Zindagi, launched in 2014, is a Hindi-Urdu entertainment channel that airs syndicated content from Pakistan, Egypt and Turkey. With its launch, hailed as a cross-border peace initiative, Chandra had managed to pull off a coup. A large section of India viewed Pakistani artistes with mistrust even back then. The subsequent success of the channel came as a surprise.
'Risky call'
A Zee insider said the company had shelled out nearly Rs 100 crore on Zindagi's launch. The primary cost involved procuring the content. Over the years, the investment has gone up by some 15%. “There is big money riding on the channel. It (ban on Pakistani shows) could be an illogical decision since the viewership cuts across all age groups, and rakes in big moolah... A majority of Zindagi’s shows have been from Pakistan since the inception. The project is close to the hearts of many in the company. If at all it happens, it could lead to creative infighting," said the source.
Zee's spokesperson refused to comment, as did CEO Punit Goenka and creative head Shailja Kejriwal.
The plan to pull the plug on Pakistani shows is sharply at odds with the channel’s vision. Tracing Zindagi’s journey earlier this week, Kejriwal told mid-day that the channel fostered the idea of peace through cultural exchange.
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