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We can’t take our audience for granted: Asianet VP
MUMBAI: Leading regional language channel Asianet is forging ahead on the back of a new horror serial Kadamuttathu Kathanar (KK) which has turned out to be Malayalam television’s top grosser in ad revenues.
“Top programme ratings is all about how successfully you come up with variety programmes that appeal to the audience,” says Asianet vice president (programmes) Sreekantan Nair.
“The audience needs variety and KK’s success underlines that fact. You can’t always dish out the same kind of stuff just because initially they worked well with the audience.”
Kadamuttathu Kathanar was a priest who fought evils with his mystical powers, as per Kerala’s folklore. The story line is woven around elements of folk culture that has facts and fiction. The serial quickly jumps from one story to another quite dramatically as a chain of events unfold along with the development of the plot. This style of narration, which comes from the original literature, has provided the much-needed curiosity factor and it is working wonders on TV.
Talking to Indiantelevision.com, Nair ruled out the chances of Asianet coming up with more horror serials inspired by the present success. “You can’t take the audience for granted. They always look for innovative programmes. There should be something new to offer. We might think of another one after KK.”
Asianet launched a serial Avicharitam last week, marking the advent of fixed-duration serials in Indian television. The daily series will run for exactly 11 weeks.Nair expressed his amazement at the manner kids have accepted KK. According to him, KK is not a pure horror serial. “It has got all the elements to woo the kids. There were no deliberate efforts to target the kids, initially. But the content aided with special effects and graphics seem to have worked well with the kids.”
Talking about Asianet’s other prime time serials, Nair claimed that all of them were doing very well. He attributed the quality of Asianet’s prime time serials to the talents working behind them.
“All the prime time serials currently aired in Asianet are being directed by well-known directors who are big names in Malayalam film and television industry,” offered Nair.
Nair revealed that Asianet would be launching a new serial in the coming weeks.
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.
