Mumbai, Sep 29 (UNI) ''Regressive is what works on television today and we are trying to break the stereotype,'' rued Sahara One Television Programming Head Kalyan Sundaram.
Addressing a press conference here last evening to launch Sahara One's new show 'Main Aisi Kyun Hoon', Mr Sundaram explained that the serial is about a girl, who has lost everything in love.
''Instead of shedding tears, she moves ahead in life and does not cow down,'' he added.
Mr Sundaram said that his channel had earlier attempted different formats like 'Sati' and 'Kittu Sab Janti Hai' but they did not work.
According to Mr Sundaram, 'Main Aisi Kyun Hoon' tells the story of today's changing times, where Indian women are highly progressive, yet they practice and respect their cultural values.
The show tells the story of protagonist Sanjana and her interpersonal relationship with everyone around her, who matters and their take on man-woman relationship, whether in marriage or in love or in life as a whole. It narrates the story of this girl from a middle class Maharashtrian family and her struggle to balance her traditional values with rebel modern sensibilities.
To a question on why a Maharashtrian background was chosen, producer Hemal Thakkar of Paresh Rawal Productions said that the story is based in middle class Mumbai and hence a Maharashtrian family was an appropriate choice.
Replying to a query on the need for a female protagonist, Mr Sundaram said that it is not a hidden fact that women audience dominate television viewership.
Noted actor Paresh Rawal, whose Playtime Creations has produced the show, said that career oriented women cross all hurdles to reach the top. ''President of India Pratibha Patil is one such example,'' he added.
Rawal's Production house is currently producing daily soaps for Sahara One and Zee TV. On being asked when he will venture into film production, he replied, ''very soon''.
The protagonist Sanjana Pushpa Patil is played by Nazneen Patel and the rest of the cast includes Savita Prabhune, Dilip Joshi, Medha Jhambhodkar among others.
The show will commence from October 8 at 2030 hrs on weekdays.