In Passing: Eye on her audience

NEW DELHI:20 /09/2008:Jaya Bhattacharya , (Left) Ekta Kapoor during the press conferance of Mahaabhaarat begins on 22 Sept on 9X annunces UK launch , in New Delhi on 20 , Sept, 2008. .Photo: Anu Pushkarna

She is always one step ahead. So when soap queen and TV czarina, Ekta Kapoor decided she was ready to get into Bollywood films, she lost no time in producing a film with a modern script; one that invited its share of controversies. But that has not deterred Kapoor who has decided that, in order to win and keep her audiences, her new film company will tie up with various producers and back films from different genres. To Kapoor, ultimately a shrewd businesswoman, this makes perfect sense. “These dealings take a while to be formalised. I have a lot of professionals working for me who have an eye and ear for ‘different’ subjects. I would love to cater to everyone in my audience base. So I go ahead and produce a Keshav Pandit, a ‘Once Upon a Time in Mumbai’ and other films,” said Kapoor. Clearly like TV, Kapoor has her eye firmly fixed on audience ratings. It’s the TRPs after all even on the big screen.