FILMY turns five, launches GABBAR KA VALENTINE

Speaking exclusively to Adgully, Rajeev Chakrabarti, Business Head, FIMY said, "In 2010 we had movies running and this year, we decided to build on that. We launched GABBAR KA VALENTINE on February 12, which coincides with FILMY's birthday. There is a change in terms of packaging. There is a movie festival throughout the month every Monday at 7pm. The valentine weekend, Sunday and Monday will have a romantic song based programme. It's a one off programme for the month which we are doing on Sunday at 6:30pm and repeat at 10:30pm."

Commenting on the new show, Chakrabarti further said, "The whole concept is that Gabbar who is a very macho man is looked as someone who cannot ever fall in love or propose to someone. However he has always liked Basanti. So it is not a conventional way of doing it, but a perspective from a person like Gabbar. It is really funny in this manner."

"It had to be popular, relevant and unconventional. The whole thing is about an iconic character like Gabbar who is well known by generations together and bring in his character alive and make him relevant in today's context," he said on the ideation that went behind the conceptualization of the show.

After consolidating its position in the last few months, FILMY is very upbeat about the new initiatives undertaken. It is now ready to take a leap and the current programming initiatives are one of the many steps taken in that direction. Moreover, these initiatives have been kick-started as part of FILMY's fifth birthday celebration.

"We are looking for occasions to celebrate now. The tonality of our channel is pretty young. We use a lot of "hinglish' words and many colours which is fairly for the young. The fun bit is more acceptable to the younger generation than the older generation. The youth is out there, one cannot ignore them so they are definitely a core segment. However the jokes are not crass but within the boundaries, which also appeal to everyone. We are fun to be with and irreverent because we have our different take on different things," Chakrabarti explained.

FILMY, with its fun and irreverent style has always presented the best of Bollywood and Hollywood entertainment, beyond movies, over the years.

"We have created a 10:30pm slot which is primarily dedicated to Hollywood dubbed movies which are big good titles. We have five movies a day now. We are in the process in acquiring a lot more movies. We have various seasons of newer shows to come. We will build our programming front from here on wards," stressed Chakrabarti.

True to its commitment, this Valentine's, FILMY will present its viewers a Valentine's Special show "GABBAR KA VALENTINE', a satire, featuring Gabbar Singh's attempt to woo "Basanti' to be aired at 6.30 p.m and 10.30 p.m on Feb 13. Gabbar Singh will be extracting "love tips' from popular Bollywood characters, in true "Gabbar style'.

Moreover, for all those who wish to continue celebrating the Valentine's month, FILMY brings a string of beautiful love stories in a special "Romantic Film festival'. Enjoy and indulge in the romance, all this month, every Monday 7 pm, only on FILMY!

FILMY has also lined-up for its viewers "Romantic Morning', on 13 and 14 Feb at 7:30 am. The special episode of FILMY BAND BAAJA! will feature popular romantic songs from different Bollywood movies.

There are many upcoming shows that FILMY has lined up like a spoofy chat show "Soda with Circuit' and many more that will be announced in the near future.

So, keep your TV sets tuned in-to FILMY this February and be part of its celebration. | By Janees Antoo [janees(at)adgully.com]