Business Today

Adding colors to our lives - Ashvini Yardi

Anusha Subramanian        Print Edition: September 18, 2011

A degree in Psychology has not only helped her understand human relations better, but also given her insights that enable her to lend colour to characters on the TV screen.

"Television has the capacity to influence people's minds and lifestyles," says Ashvini Yardi, the 38-year-old Programming Head of TV channel Colors. It was not easy for Yardi to take on established channels like Star, Zee and Sony when Colors started, but she let her work do the talking. She wanted to do things differently to prevent viewer fatigue.

She highlighted sensitive social issues like child marriage, female infanticide and farmers' suicides in the serials Colors broadcast. "We are working towards bringing path-breaking format shows, creating newer genres," she says. The channel also wants to be a leader in technological advancements. "We believe digital is the way to go... You will see a lot more of Colors on social media platforms," she adds.

FAVOURITE QUOTE
Life is what happens to you when you are busy making other plans


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(Click on their names to know their success story)
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