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Sarthak TV giving a taste of reality to Oriya viewers
KOLKATA: Sarthak TV from the Odisha-based Sarthak Entertainment Group has two aces up its sleeve in terms of reality shows this season.
One – Mu be Heroine Hebi, will be aired August or September onwards, while dates of the other – Sadhaba Pua hasn’t been finalized yet.
According to Sarthak Entertainment Group marketing manager Debi Prasad Padhi, Mu Be Heroine Hebi is a one-of-its-kind show that has never been attempted before either in the Odiya or the Hindi industry. It is meant to be a stepping stone for actresses aspiring to make a mark on the silver screen. Whereas, Sadhaba Pua is a reality show for men. “The new reality shows apart from season 2 of the existing ones will give the industry a turnaround in Odisha as they will be the first of its kind,” said Padhi.
For Mu Be Heroine Hebi, it is likely that the three male leads of Sarthak Entertainment Group’s next film, Raghupati Raghava Rajaram – MP and megastar Siddhanta Mahapatra, Sabyasachi and Akash DasNayak – may tour the state of Odisha in search of their respective heroines.
“The name of the movie is decided and the release date is scheduled for 1 January 2015. The film will be shot and edited in three months,” informed Padhi.
The actors will select 12 girls from across the state based on various criteria while leading filmmakers will then pare down the list to three. “These three girls will play the female leads opposite the three male leads in the film. This time, we’ve decided to give a mega block buster so we are doing this combo of finding heroines… as well as giving a chance to new talent,” said Padhi. “Everyone will be raving about this show. We believe that no national channel has done this till date.”
The first couple of episodes of the 20-episode show will be shot at six outdoor locations across Odisha. The following episodes where the final three contestants have to be selected will be shot indoors. Each episode of Mu Be Heroine Hebi is estimated to cost around Rs 3 lakh with a total spend of approximately Rs 60 lakh.
The media house is said to be looking at buying production houses like ‘One plus One’ of Kolkata and ‘Asian Shopping Club’ of Odisha but nothing has been finalized yet. “In a week or so, we will finalize the production unit,” he added. “We are expecting a TRP of 4+ in CS4+ TG and targeted advertising rates are Rs 10,000 per 10 seconds.” ITC Vivel has evinced interest in becoming the presenting sponsor and others will follow suit.
When contacted, an Odisha media expert said, “Name anything from mileage to reach, brand enhancement, brand recall….such shows give superb mileage.”
He went on to comment, “Simple girls participating in the reality show and then becoming lead heroines for the movie is a strategy of Sarthak TV to connect with the masses. Innovators win, others can’t survive.”
On channel viewership, Padhi said Sarthak TV had Odiya viewers in other parts of the country as well as outside India.
In four years since its inception, Sarthak TV has launched three Odiya mega serials along with reality shows like ‘Rajo Queen’, ‘Gruha Laxmi’ and many more to appeal to the tastes of Odiya viewers.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
