India's largest infotech media group, Cyber Media (publishers of Dataquest, Computers@home etc) has relaunched its TV division with a programme on careers produced for Doordarshan. This programme has been put together in association with the country's largest advertiser, Hindustan Levers Ltd (HLL).
Fair & Lovely Career Baatein, the new programme on careers aimed at empowering young people (especially women) towards economic self-sustainability was launched on national broadcaster Doordarshan's Metro channel on Thursday, September 5.
The programme has been conceived, co-produced and marketed by Cyber TV, a division of Cyber Media India Ltd. "Cyber Media's latest TV initiative in association with India's largest advertiser and on India's second largest TV channel, is part of the Group's positioning as India's largest medium-size media house in the intelligent information space," says Rachna Burman, advisor, new projects and corporate strategy, Cyber Media Group. For the record, Cyber TV had earlier produced a number of IT-related programmes including India's first IT show - again for DD Metro - The Zenith Computer Show, which was anchored by the former Nasscom chief, Dewang Mehta.
Fair & Lovely Career Baatein will initially run on DD Metro for a period of 13 weeks. It is being aired on Thursdays in the youth segment of the channel, which reaches over 126 cities and covers 35.6 per cent of India's population, an official release claims.
According to the company, the half-hour programme is aimed at the aspiring young Indian - students, young professionals - in cities across India in an interactive, innovative format. Given the weekday slot at 6.30 pm, which shows the maximum viewership for educational and informative programmes (non-news and current affairs category), it is positioned immediately before the switch to daily entertainment viewing.
Each episode of Career Baatein will showcase a particular career and examine the issues around it in depth including insights from a career counsellor. A special segment in every episode titled Fair & Lovely Super Achiever of The Week will also highlight an achiever from this particular field. This will be followed by general career tips along with information on admissions, entrance tests etc and a segment which highlights campuses of educational institutions through the eyes of students, anchored by a student from the concerned campus.
This programme has been produced in association with the Fair & Lovely brand from Hindustan Lever Ltd, which is looking to transform its brand identity by associating itself with issues like empowerment of women through economic self-sustenance. Towards this end, HLL Fair & Lovely has held career fairs in Nagpur and Chandigarh and has also set up a database on career-related information. The TV programme is part of the front-end effort towards this goal of empowerment. © 2002 agencyfaqs!