Punjabi AntennA
"Talent needs a boost"
Randeep Wadehra

Rajiee Shinde’s biggest success has been organising big events in London, Muscat, New Zealand and Dubai
Rajiee Shinde’s biggest success has been organising big events in London, Muscat, New Zealand and Dubai

A postgraduate from Panjab University, Rajiee M Shinde is currently the Director & CEO of G-Next Media Pvt Ltd. Earlier, she was with the Zee group as Business Head of ETC Channel Punjabi.

She started her career with Srishti Videocorp’s Channel YES, and then took over the promo division of Home TV (of Hindustan Times).

Her biggest success in live show management has been organising big events in Trafalgar Square (London), Muscat, New Zealand and Dubai, which were attended by top dignitaries of those countries. The following are excerpts from a recent interview with her:

The PTC channels have climbed to the numero uno status in a very short span of time. Congratulations.

PTC Punjabi, PTC News and PTC Chak De are No 1, No 2 and No 3 channels among all regional Punjabi channels. The journey has been both exciting and eventful. PTC News was launched in January, 2007, PTC Punjabi in August, 2008, and the latest addition to our network is PTC Chak De, which was launched in March, 2009.

What are the factors that have contributed to such impressive showing?

Content is the driver on all the three PTC channels, coupled with strong distribution in the market of Punjab.`A0It has been our concerted effort to ensure relevant programming all the time. We have aired programmes belonging to such genres as reality entertainment, fiction serials, game shows, interview-based shows, etc on PTC Punjabi, besides high decibel shows like Miss PTC Punjabi, Punjab De No.1, Annual Music Award, Miss World Punjaban and Baisakhi specials from Dubai and Muscat.

The emphasis of PTC News has been on increasing our coverage across the length and breadth of Punjab. An in-house ability to air live news content on PTC News is backed with the widest network of reporters and OB vans in the region.

The news coverage of the region is certainly impressive. The array of talk shows and investigative reports on PTC News is generally Punjab-centric. Would you be expanding its scope and reach to the national, if not global, level in the foreseeable future?

Our coverage focus is Punjab market and will always remain that way. We soon plan to launch PTC Punjabi in the US and Canada. The idea is to reach out to the huge diasporas of Punjabis settled in these countries.

The product mix on PTC Punjabi is certainly attractive. The classy Masters has proved to be the most impressive so far. Ghar Ghar Vich Ghuggi, too, has been entertaining. Although the two Urdu serials Najiah and Koi Lamha `85 were quite popular with the viewers, they have gone off air. Any plans to produce Punjabi drama, sitcoms and soaps in their stead?

There will be a couple of launches on PTC Punjabi. Preeto Top 10 is a music countdown show with a whacky anchor. Watno Door will be launched, which is a platform for Punjabis all over the world to connect with their families in India. The highlight among these launches will be the second season of Miss PTC Punjabi, a flagship property of PTC Punjabi. This year, five finalists of Miss PTC Punjabi will get direct entry into Miss India Regionals, thereby taking the contest to the next higher level of recognition. Also, in keeping with the religious inclinations of a typical Punjabi viewer, PTC Punjabi is launching Gavo Sacchhi Bani, which is a reality talent hunt show for Gurbani sangeet.

Chal Mere Naal was an excellent tourism-related show. Perhaps G-Next Media would consider coming up with similar programmes featuring new destinations?

We could consider a show like that in case a cost-effective proposal comes up.

Your channel has set new standards in the region’s beauty contests. You have also come up with music awards. Could you let us know the philosophy behind such functions? What long-term benefits do you envisage for the region’s talent?

The objective behind organising and telecasting such large-scale events is recognition of talent in any form. Be it commemoration of commendable work produced by various artistes in the Punjabi music industry, or providing a platform to young girls to showcase their talent and beauty. The region is replete with talent, without doubt. And it is our commitment towards promoting this talent that makes us bring such events to execution.





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