Imagine TV is all geared up to bring back its trademark show,The Bachelorette adaptation, Swayamvar Season 4-Veena Ka Vivaah. And this time, the channel has broken border barriers to get a bride, who is an ultimate combination of the most wanted; glamour, fame and simmering controversies.

The promo of the show is already on air and has made the groom call for entries. In an exclusive interview with TellyBuzz, Vivek Bahl, Chief Content Officer, Turner International India Pvt. Ltd., speaks about the next big thing on Imagine.

How has it been working with the Turner Group?
It's just been a month and it's been really good till now. It is really a huge channel to work with.

People were expecting a male wedding this time, like Rahul Mahajan?
(Laughs) Actually there is no particular format for the show wherein there a gender change is followed in alternate seasons. The person has to be willing and the situation has to be apt for the celebrity. That's all that matters.

Why Veena Malik?
Honestly there is no particular reason why we've chosen Veena. We found her interesting and she was willing to do the show when we approached her.

Last year the TRPs of Swayamwar weren't really good, except for the finale. Do you think it is because Ratan did not have a controversial background before she the show?
I guess last season did even better than Rahul Dulhaniya Le Jaayega (Swayamvar Season 2). And this time Veena Malik was chosen not because of her controversies.We know that she is not a person who gets into unnecessary issues.We also want to keep the show clean and stick to the norms.

Since Veena Malik is a Pakistani, do you think there would be any opposition for the show?
Honestly, even I am a bit apprehensive about that. It would be sad if that happens because we do not want to get into any legal issues with the show. There are a lot of Pakistani artistes and people who work in this country. It would be sad if a differentiation begins.

Will the wedding take place according to Islamic traditions and rituals?
It all depends on Veena. We will arrange it in the way she wants it.

How has the response been for the entries? Were there any entries from abroad?
Actually the process has just started, so we would be able to talk about that only a bit later.

This is your first big show with Imagine. What are your expectations?
Actually, I do not differentiate between big and small shows.All of them are big shows for me. Of course, as far as the channel is concerned it is indeed a big show. When I started Saathiya, we did not promote the show well, except on the channel.  

You have been in the industry for so long. What are the changes that you've witnessed?
I have noticed that the viewers are hungry for content.Though Imagine is comparatively a small GEC (General Entertainment Channel), people are still appreciating it. The response that Chandragupta Maurya got has been really good.

What are your plans for the channel for the next year?
We are being really aggressive in terms of content.The shows will be simple but with a lot of action. There are plans before and after the IPL season.

The industry has grown even more competitive these days…
Yes, but at the same time I am happy that the viewers are hungry and they seek out for content driven shows.

You have worked with different channels. What do you think clicks for Imagine TV?
I know that the channel is a small GEC as compared to the others, but at the same time I'm happy that the viewers still opt for the channel. The show Chandragupta Maurya is doing really well and I would like to keep going with the mythological genre. Future planning will take place keeping that in mind.

Reporter and Author: Saranya Valsarajan