She’s impulsive! She’s gutsy! She follows her instincts! They say, whenever you think of ‘a’ Colors, think of Ashwini Yardi!
“When I was on my way to meet Raghav Bahl of Network 18, I was very clear in my head that I am not leaving Zee and moving to Colors. But since Raghav requested, I thought I’d go and politely refuse the offer. But when he explained to me about the kind of channel they were planning, I wanted in immediately!” It’s not that Ashwini Yardi, Programming Head, Colors, is impulsive in her decisions, but the perfect smile on her dusky face is mischievous enough to almost confirm the take.
Yardi’s landing in Zee was also quite on the run only. In her words, “It all happened accidentally.” After completing her college with advertising and marketing as key subjects, Yardi was busy dropping her resume in ad agencies, when one fine day, she got a call from an acquaintance Kunal Kohli at Zee. She went to the Zee office to meet him. Zee was just an year old then. “When I landed in Zee that day, I realised that it was a different ambience, a different working style than what I had been seeing in the agencies where I was dropping my resume. At that time, satellite television was a new phenomena and I just had this inkling that this might be a successful business, so why not give it a shot! And that’s how I landed in my first job at Zee.” The smile doesn’t disappear.
Look at her young disposition and one wouldn’t believe that she already put in fourteen years at Zee Network. Apart from playing a major role in the programming of the group’s flagship channel Zee TV, Yardi was involved in launching most of the channels like ZEE MGM, Music Asia, Zee Cinema etc. Then has the jump to Colors been as fulfilling? Yardi feels that her experience at Viacom 18’s Colors has been completely different from what she has experienced at Zee. “Colors has been like my own baby kind of thing,” she announces proudly glancing towards the small LCD in her office, which has been showing a repeat telecast of Colors’ blockbuster property Ballika Vadhu – rated amongst the top three shows since a long time now – since the start of our meeting.
Yardi accepts she often goes by her gut feeling. Be it joining Zee and later Colors or be it approving a show on child marriage (Ballika Vadhu) as key prime time property. She muses over an incident when a serial Kasam Se was being launched on Zee and Ekta Kapoor was shooting the marriage of one protagonist [Jai Walia nee Ram Kapoor] to Pia. Being troubled by the logic of the marriage, Yardi called Ekta in the midst of shooting and requested the marriage bride be replaced. After initial refusal, Ekta agreed. “Ram Kapoor was totally startled! He couldn’t make out why his bride was switched,” she adds laughingly. If gut feel’s got her this far this good, then we’d surely like to learn the magic mix too. Our ‘gut’sy woman is the first lady entry to the Occult!
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2009
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
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“When I was on my way to meet Raghav Bahl of Network 18, I was very clear in my head that I am not leaving Zee and moving to Colors. But since Raghav requested, I thought I’d go and politely refuse the offer. But when he explained to me about the kind of channel they were planning, I wanted in immediately!” It’s not that Ashwini Yardi, Programming Head, Colors, is impulsive in her decisions, but the perfect smile on her dusky face is mischievous enough to almost confirm the take.
Yardi’s landing in Zee was also quite on the run only. In her words, “It all happened accidentally.” After completing her college with advertising and marketing as key subjects, Yardi was busy dropping her resume in ad agencies, when one fine day, she got a call from an acquaintance Kunal Kohli at Zee. She went to the Zee office to meet him. Zee was just an year old then. “When I landed in Zee that day, I realised that it was a different ambience, a different working style than what I had been seeing in the agencies where I was dropping my resume. At that time, satellite television was a new phenomena and I just had this inkling that this might be a successful business, so why not give it a shot! And that’s how I landed in my first job at Zee.” The smile doesn’t disappear.
Look at her young disposition and one wouldn’t believe that she already put in fourteen years at Zee Network. Apart from playing a major role in the programming of the group’s flagship channel Zee TV, Yardi was involved in launching most of the channels like ZEE MGM, Music Asia, Zee Cinema etc. Then has the jump to Colors been as fulfilling? Yardi feels that her experience at Viacom 18’s Colors has been completely different from what she has experienced at Zee. “Colors has been like my own baby kind of thing,” she announces proudly glancing towards the small LCD in her office, which has been showing a repeat telecast of Colors’ blockbuster property Ballika Vadhu – rated amongst the top three shows since a long time now – since the start of our meeting.
Yardi accepts she often goes by her gut feeling. Be it joining Zee and later Colors or be it approving a show on child marriage (Ballika Vadhu) as key prime time property. She muses over an incident when a serial Kasam Se was being launched on Zee and Ekta Kapoor was shooting the marriage of one protagonist [Jai Walia nee Ram Kapoor] to Pia. Being troubled by the logic of the marriage, Yardi called Ekta in the midst of shooting and requested the marriage bride be replaced. After initial refusal, Ekta agreed. “Ram Kapoor was totally startled! He couldn’t make out why his bride was switched,” she adds laughingly. If gut feel’s got her this far this good, then we’d surely like to learn the magic mix too. Our ‘gut’sy woman is the first lady entry to the Occult!
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2009
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
IIPM fights meltdown, places 2300 students By Education Mail Bureau
Delhi/ NCR B- Schools get better By Swati Sharma
Event at IIPM
The Most Revolutionary Concept In Education PLANMAN CHE CENTRE FOR HIGHER EDUCATION, Supported by IIPM India’s Leading B-School
Detail of all IIPM branches
IIPM set to beat economic slowdown
IIPM Admission Detail
IIPM, GURGAON
