Indian TV channel seeks success with 24-hour wedding-reality show
NOIDA, INDIA (AP) - Indians are obsessed with weddings and reality television. Now, Shagun TV, a new television channel headquartered in a sprawling suburb of India's capital, is hoping it has found a can't-miss idea - merging the two into a 24-hour matrimonial TV station.
Shagun TV can itself seem obsessed. Artwork on the windows of its lobby depict an Indian wedding procession, with turbaned men beating drums and an elephant-drawn carriage carrying the groom. In the main TV studio, a large cardboard astrology chart lies against a wall, used by one host to answer wedding and relationship questions. And a plasma television loops video of a bridal ceremony.
Then there are the programmes. There is a bridal makeover show, a show featuring dreamy honeymoon destinations and one on the often-fraught relationship between mothers and daughters-in-law. There's Gold N' Beautiful, showcasing bridal jewellery. Coming soon are marriage-themed soap operas.
"There is no reining in the penchant for (wedding) celebrations in India," said Mr Dheeraj Sinha, author of Consumer India: Inside The Indian Mind And Wallet. "They are only becoming louder and more professional."