Mumbai: India’s premier Hindi general entertainment channel, COLORS, today announced its association with leading digital storytelling platform for women, SheThePeople.TV. Both media conglomerates have been working towards women empowerment with SheThePeople.TV, led by acclaimed journalist Shaili Chopra, focusing on building a digital ecosystem for women achievers in the country. As a part of this year-long association, COLORS and SheThePeople.TV will collectively push for a stronger dialogue on gender challenges and a better and stronger representation of women in entertainment.
Commenting on the association, Raj Nayak, CEO – COLORS said, “At COLORS, 65% of our employee base comprises of women, and they form the backbone of the organization furthering our business goals. Through our shows like Udann, Shakti and Devanshi amongst many others, we have always tried to put the quintessential Indian woman and her many strengths in the spotlight to transform them into effective influencers. We believe that in today’s day and age it is critical to be a driver of change, and a digital platform like SheThePeople.TV is the perfect platform for us to take this initiative further. We look forward to a nation of absolute equality and hope to contribute positively towards achieving this.”
Shaili Chopra, Founder of SheThePeople.TV said it was an important shift to note that large platforms with tremendous viewership were sensitizing themselves to championing women and contributing to the idea of gender equality. “Entertainment plays the biggest role in influencing minds in our country and to have Colors take a lead in the effort to transform projection of women on screens is a step in the right direction. We at SheThePeople, as India’s largest digital media platform for women stories believe, we are at the cusp of some real change.”