Aaj Tak trains its guns on weekend programming; ropes in Jaaved Jaaferi

In the wake of increasing competition and the 2004 general elections looming in the horizon, Aaj Tak plans to leave no stone unturned to maintain its leadership position. The homegrown 24-hour news channel is fortifying its weekend slot with some additional punch.

After Jurm ki Duniya (Saturday), Ho Na Sakaa (Sunday) Seedhi Baat (Sunday), Duniya Ravivar (Sunday) and Cinema Aaj Tak (Saturday), the latest offering from Aaj Tak is a bi-weekly variety news magazine JBC. When expanded it reads Jaaved Broadcasting Corporation. It is a half-hour programme spoofing the happenings that made headlines during the week. It will be aired on Saturdays and Sundays at 8:30 pm. The show derives its name from its host and versatile actor Jaaved Jaaferi.

JBC would flaunt all the physical attributes of a regular news channel - such as a signature tune, channel identity and promotions - and would take off on the formats and presentation style followed by various news channels.

Aaj Tak recognises that channel viewers tire out towards weekends and hanker for entertainment. While news and current affairs programming is the mainstay of news channels, most such networks have introduced ‘soft' programmes based on subjects as varied as movies and women's issues.

In line with the same strategy, Aaj Tak hopes to induce some stickiness into its weekend fare. The channel is evidently banking on Jaaferi's ability to sense, personify, satirise, and to think on his feet to captivate the audience. G Krishnan, CEO, TV Today Network, said, "This would provide the programme an altogether fresh feel."

In this context it is important to note that Prannoy Roy-promoted news channel NDTV India set a trend of sorts when it introduced a satirical show using puppets called Gustakhi Maaf, followed by the Great Indian Tamasha on its English counterpart NDTV 24X7. JBC, says Aaj Tak, would go a step further in lending humour to the whole business of politics and news. On his part, Jaaferi found the synergy with Aaj Tak ideal. "It is a wonderful opportunity to showcase my talents; moreover, I associate with the attitude of Aaj Tak," he said.

Coming to the specifics JBC is ‘pirate' channel that breaks into the airwaves of Aaj Tak to get itself seen. The fictional makeshift studio of JBC is in a truck, where all the reporters converge and relay news. The channel has a ‘crack' team of thorough professionals providing news from around the globe. It's like any other news show, except that Jaaferi and his team transform it into a humorous entertainment show with talents drawn from theatre, television and films from different corners of the country.

While humour is welcome, the big question is would this initiative trivialise the channel's overall commitment to serious news? Jaaferi draws an analogy to explain how humour can, in fact, complement serious news. "When you go through the cartoons of RK Laxman in The Times Of India or Sudhir Tailang's caricatures in Hindustan Times, does that in any way disturb the seriousness of the paper?" he asks.

Obviously, Jaaferi has taken to his new role seriously. The coming weeks will tell whether viewers take a kindly interest to his lighthearted banter on the channel. © 2004 agencyfaqs!