The Hindu : Andhra Pradesh News : Infotainment tailored for women Out of the box

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Monday, Oct 13, 2008
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Andhra Pradesh

Andhra Pradesh

Infotainment tailored for women Out of the box

PHOTO: Satish.H

Woman of substance: Volga, head of Vanitha TV, an exclusive women channel in Hyderabad on Saturday. —

A unique experiment, first of its kind in the country, has seen the launch of an exclusive channel for women in Telugu last week. ‘Vanitha’, the new channel comes from the NTV stable and offers a round-the-clock infotainment to the fairer sex.

“The space that women get in present general entertainment channels is limited and whatever they get is portrayal as victims. But women as success-seekers and achievers are ignored and this is what we wish to focus on,” says Volga, the channel editor. The initiative aims to offer a look at the world through the women perspective, she says.

Though the women form a major chunk of viewer base, what they are offered presently comes with a male perspective. s“Most of these are distorted images and not real. Vanitha will strive to do away with those images”. The new channel seeks to provide ‘entertainment for women’ and not have ‘women as a subject of entertainment’ as is happening at present, she says.

Promising future

Volga promises ‘Vanitha’ to be a vibrant channel with a modern outlook that comes with wholesome package. Current affairs, counselling, helpline, music and dance shows and serials are part of the schedule. “It is a channel that is very modern in its outlook and at the same time politically strong when it comes to issues concerning women,” she says.

‘Vanitha’ doesn’t look at ushering in radical changes overnight. “We are not hoping to change things in a day or two for women, but are making a small beginning for a larger goal,” adds Volga.

T. LALITH SINGH

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