The Reportage

IN10 launches Hindi entertainment channel Ishara

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New Delhi: IN10 Media Network on Wednesday launched its Hindi General Entertainment Channel, Ishara – Zindagi ka Nazara.

Kick-starting on March 1, ISHARA will be a 24X7 Hindi entertainment channel, available to television audiences on major DPOs (DTH and cable networks) in its launch phase in India.

The channel announced its two shows JANANI and HUMKADAM. Rooted in culture but told with a modern lens, Janani will see veteran actor Supriya Pilgaonkar essay the lead role, while Humkadam will have Gurdeep Kohli and Bhumika Gurang portray the central characters.

Ishara, from the house of IN10 Media Network, promises to offer a wide array of fiction ranging from family dramas, to mythology to love stories. With the guiding sentiment of ‘Zindagi Ka Nazara’, the channel’s programming showcases the rich values and diverse traditions of India’s unique cultural fabric, and offers a panoramic view of the celebration of life through differentiated and immersive story-telling.

Speaking at the launch, Rajesh Sethi, Vice President of Content at Ishara, said, “Television audiences have changed and are evolving every day, they are now looking for stories that they can resonate with, those that make them truly feel – THAT is what we are creating. We are working with some of the most talented artists in the country, who have showcased their acting prowess time and again, which helps us move closer to our goal of satisfying the increasing appetite of our audiences with quality content. ISHARA caters to all age groups of Hindi speaking audiences because it recognises the one common thread that connects us Indians – emotions and we hope it becomes the companion you need for great stories.”

Janani, starring Supriya Pilgaonkar, is the journey of a single mother, from being a dependent woman to an independent successful woman. The story sets a progressive example for the target audience as it portrays strength, courage and change. Renowned TV stars Supriya Pilgaonkar and Mahesh Thakur play the lead cast in Janani.

Supriya Pilgaonkar shared her experience of playing lead in Janani, “For me, it is very important to connect with the story to be able to portray it. The character of Savita has many layers to her and as the story unfolds, we learn so much about her personality. When I was approached for this show, I was instantly attracted simply by the name JANANI. It has been a very exciting journey for me and I couldn’t be happier!”

Humkadam breaks the stereotypes of the typical saas-bahu dynamic with a fresh tale of two diametrically opposite personalities played by Gurdeep Kohli and Bhumika Gurang. It is the story of two ordinary identifiable women who are thrown together in an extraordinary unprecedented situation.

Gurdeep Kohli, who will be seen in Humkadam, said, “There has been a stereotypical way saas-bahu stories have been told on television and ISHARA is breaking out of this with Humkadam. It is a story of two women who learn to stand by each other in their toughest time and realise that they can be each other’s strengths. Personally, it has been an enriching experience for me because there is a strong bond that has been built both on and off camera with the actors. We have shared so many emotions as we played these roles.”

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