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You cannot programme only for ratings: Sony SAB’s Neeraj Vyas
Mumbai: Hindi GEC Sony SAB is expanding its repertoire of shows by launching a new mythological drama show called “Dharm Yoddha Garud” on 14 March. Apart from being a magnum opus for the channel, the show is expected to be a trendsetter on Indian television with a unique storyline, compelling use of virtual production and technology, and a budget that could rival the production of a blockbuster film.
A first look of the show was unveiled on Monday during a press conference attended by Sony Pictures Networks India MD and CEO NP Singh, Sony SAB business head Neeraj Vyas, head of marketing for Sony SAB, PAL and Sony Max movie cluster head Vaishali Sharma, Sony SAB head of programming Prashant Bhatt and producer Illusion Reality Studioz founder Abhimanyu Singh.
The visual effects and animation are created using world class technology and a world class team that leveraged eight technologies used extensively in high budget motion pictures and AAA video game titles. Some of the technologies used are MetaHuman Creator – a body capture technology that can create photorealistic digital humans, Unreal Engine – a real time 3D creation tool for photoreal visuals used for background and XSens – a 3D motion capture technology.
“The game is no longer about channels. Access to video content is unprecedented and we are competing with every screen and not just what is there on channels,” said NP Singh, addressing the media.
“We believe in putting out differentiated content because with so much content being available across so many screens, henceforth, whatever you put out has to be interesting for somebody to put in the time to watch it,” said Neeraj Vyas to IndianTelevision.com. “When we decided to do mythology, we wanted to move away from the comedy perception that people have of the brand obviously because of shows like ‘Taarak Mehta Ka Ooltah Chashmah.’ Every show that we’ve done in the last two years, whether it is ‘Wagle Ki Duniya,’ ‘Bhakharwadi,’ ‘Kaatelal & Sons’ or ‘Maddam/Sir’ each one of them is differentiated. It’s not like I’m doing five love stories.”
Adding further, he said, “I was very clear that we don’t want to tell stories of Krishna, Hanuman or Ganesha which have been done to death. ‘Garud’ is a story that has never been told in films, digital and definitely not on TV. Similar to ‘Bahubali’ it is a story that people will not know of. We wanted to tell an untold story, with compelling emotions and ensure that we had the technology to say it.
Vyas recalled, “We started talking about ‘Garud’ in January 2021 and it has taken us more than a year to put it together. We knew it would take a lot of time to create because we were learning the technology and rendering the graphics takes time. ‘Bahubali’ took four years to make, we will be releasing 24-minute episodes every day. This is the most expensive show we’ve made and we’ve commissioned 230 episodes or one year’s worth of content.”
“With this show, I’ve realised that Indian mythology is endless. This country can create ten ‘Game of Thrones’. I’m definitely sold on the fantasy genre. Today, you cannot programme only for ratings. There is a wider audience that craves a variety of content and you need to serve them as well. According to me, you can’t just survive with ‘saas bahu’ dramas. You have to keep evolving, keep trying and push the envelope,” he noted.
Sony SAB has become the top second channel in the Hindi speaking market (Urban, 2+) as per Broadcast Audience Research Council (Barc) in the last eight months. “We’re largely seen as an urban channel and focused on the urban markets i.e, one million plus towns. But this show has the potential to attract a mass viewership,” remarked Vyas. “We do considerably fewer hours and content and don’t do any large format reality shows on Sony SAB. Not because we can’t do it but because, how much of singing and dancing reality shows can you do? We’d rather focus on what we do well rather than make another make another me too.”
Speaking about the marketing for the show, Vaishali Sharma told IndianTelevision.com, “There are many dimensions to the show and the way we positioned it. It is a mythological drama from one perspective but it is also a show about family ties and exciting use of technology. For us the challenge was to take the story and make it appeal to A) the family and B) audiences in metro, tier 1, 2, 3 cities. We leveraged digital to build on the storytelling and technology and customized a lot of messaging across age groups. We travelled to tier 2, 3 cities where there would be appeal for mythology and used a lot of outdoor and ambient branding. We did not do a typical activation where you go and do engagement because it is still post pandemic and because marketing is evolving. We wanted to build an aura around the show and make people look at the big picture.”
The channel has roped in Dollar and Rajnigandha as sponsors for the show.
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.
