The production house active in the kids and family entertainment space, The Ideas Box has appointed Sarita Joshi as vice-president, programming.
The Ideas Box was launched in September this year by ACK Media, which has brands such as Amar Chitra Katha, Tinkle and Karadi Tales under its umbrella.
Joshi comes on board with 20 years of industry experience. Earlier, she was with Miditech Delhi as programming head. In her long career, she has dabbled in genres ranging from documentaries, news, lifestyle to fiction in the GEC (general entertainment channel) space.
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She has also handled projects for Zee News, Sahara Samay, STAR One, NDTV, TV Today Network, BBC and Doordarshan.
Speaking to afaqs!, Joshi says, "The Ideas Box is a great place to work in as it provides one complete freedom to innovate and experiment. Creating content is like sowing seeds and nurturing them to grow into a healthy plant. Good response to the work and encouraging TRPs are the fruits of labour that one hopes to get at the end of the creative process."
A few of her favourite projects include Lead India show at Miditech, which got a RAPA award, and a forensic show called Raaz for Channel 7 that bagged an Indian Telly Award.
As person in charge of creating content at The Ideas Box, she is open to projects related to all genres and does not believe in restricting herself to a select few formats or themes.
Without sharing exact details of the projects that the production house is currently working on, she shares that the organisation has a quiz show, Deccan Chargers T20 Inter School Challenge, on air on NDTV Imagine. Work is also in progress for another ambitious programme for another broadcaster.
In an official communiqué welcoming Joshi on-board, Anil Sanjivan, founder and chief executive officer, The Ideas Box, says, "Joshi is a rare combination of talent, commitment and outstanding professionalism. Her expertise is going to help us in driving our vision of being seen as specialists in the 'Kids and family' content space."