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Queen is content: Zarina Mehta

Zarina Mehta has been pushing the envelope of creativity - some would argue that she is also pushing the boundaries of decency - with radical programming.

Print Edition: Nov 28, 2010

Zarina Mehta
48, Chief Creative Officer, UTV Broadcasting and UTV Interactive
(Number of times in BT's Most Powerful list: 3)

Biggest achievement in 2010: Making UTV Bindass the No. 1 youth channel

Being a powerful woman is important because: I do not believe in being powerful

Tip for work-life balance: There is no getting away from hard work. But having a good family life can take the pressure off you

A workplace without women is: Ridiculous. Women have revolutionised the workplace.
She has been pushing the envelope of creativity - some would argue that she is also pushing the boundaries of decency - with radical programming. Shows like Emotional Atyachaar, which spies on a partner and attempts to bring out infidelity into the open, have been raking in the rating points and helped UTV Bindass emerge the No. 1 channel in the youth space.

"We have built our reputation and success on cutting-edge creativity," gushes Zarina Mehta, Chief Creative Officer, UTV Broadcasting, which includes, other than Bindass, channels like UTV Movies, UTV Action and UTV World Movies. UTV Broadcasting contributed close to a fourth of the total turnover of flagship company UTV Communications.

Over the past year, Mehta has also been spearheading the creative department of UTV Interactive, the new media division. Mehta and her team have been working towards creating innovative content for mobiles.

"We have created two-to-four-minute-long movies and TV shows exclusively for mobiles," says Mehta. Content is king, and the queen is content.
-Anusha Subramanian
The 30 Most Powerful Women
1.Schauna Chauhan
2.Zarin Daruwala
3.Lynn de Souza
4.Tanya Dubash
5.Shyamala Gopinath
6.Vinita Gupta
7.Kaku Nakhate
8.Vedika Bhandarkar
9.Manisha Girotra
10.Lalita Gupte
11.Usha Narayanan
12.Akhila Srinivasan
13.Leena Nair
14.Vinita Bali
15.Chanda Kochhar
16.Roopa Kudva
17.Naina Lal Kidwai
18.Kiran Mazumdar-Shaw
19.Zarina Mehta
20.Zia Mody
21.Kalpana Morparia
22.Vishakha Mulye
23.Swati Piramal
24.Meher Pudumjee
25.Madhabi Puri Buch
26.Chitra Ramkrishna
27.Preetha Reddy
28.Shikha Sharma
29.Mallika Srinivasan
30.Sangeeta Talwar

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