DD Sahyadri to telecast a special event by Yerwada inmates

By Raushni Bhagia , afaqs!, Mumbai | In Media Publishing | September 26, 2013
The channel expects total revenue of about Rs 50 lakh.

The Marathi general entertainment channel, Doordarshan Sahyadri, will telecast a special event titled 'Aey Malik Tere Bande Hum', in association with Yerwada Prison Authorities. The inmates of the jail (which is also considered to be a correction home for the prisoners) will perform on September, 26 at Bal Gandharva Auditorium, Pune.

Mukesh Sharma

Timiratun Tejakade will be written, choreographed and produced by the inmates as a part of their effort to showcase correctional measures. Sanjay Dutt, a popular film star who is serving his sentence in prison, will be an important part of the event.

It is worth noting that the prison authorities will face a huge risk in bringing 50 of the prisoners out of the jail on the day. The event will be telecast in Marathi on October, 2 on DD-Sahyadri at 3 pm, while a repeat will be telecast on DD1 in Hindi on October, 12 at 12 noon.

Mukesh Sharma, director, DD Sahyadri, explains, "For the welfare of the inmates, this event is being organised. They are taking a calculated risk of bringing the prisoners out of the jail for that short period of time. By giving exclusive telecast rights to DD, we will be sharing 50 per cent of the advertising money with the jail authorities."

The show will be preceded by a half an hour long curtain raiser on October, 1 which will be a capsule of the rehearsals of the inmates. The channel's regular sponsors such as HUL, P&G and Dabur have come on board for this telecast. The channel has already booked ad-slots worth Rs 25 lakh and a similar amount is expected in the coming week. It expects to close the final deal with total revenue of about Rs 50 lakh.

The channel is also looking at the National Film Awards, expected to bring in revenues of about one crore rupees to the channel. The awards will be aired in January, 2014.

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