Content’ is the King in Beyhadh: Ameeta Devadiga, Fiction Head, Cinevistaas

Ameeta, Fiction Head of Cinevistaas speaks about Beyhadh and her journey..
Ameeta Devadiga, Fiction Head, Cinevistaas

Ameeta Devadiga’s career graph is one to look forward to!! She’s been part of the most popular shows in Indian TV history... She’s been there, seen it all for nearly 13 years now!! A creative genius and a person with a spark...She’s the most sought out person in terms of ‘creativity’ at Cinevistaas Limited. 

After creatively helming shows like Dill Mill Gayye, Jaane Pehchaane Se Yeh Ajnabee, Ek Hazaaron Mein Meri Behna Hain, Dil Dostii Dance, she is now working on the most challenging show, Beyhadh which shows a very different angle pertaining to the female protagonist. 

In a hearty conversation with Ameeta, we talked about the making of Beyhadh, the kind of differentiator the show has been, and of course on her fruitful journey of so many years with Cinevistaas Ltd.

Excerpts:

Beyhadh has had a long journey, we hear. Can you please share with us?

Yes, it has been a long and a tough one too. This was never an easy show. Its concept is very different and we had to make sure that it didn’t get too alienating for our audiences, especially the character Maya. So a lot of detailing has been done for it, from the clothes, to the sets, to her mannerisms. But today when we see the response of the show, all the time spent and hard work seems worthwhile.

Why do you think Beyhadh was not the show that every channel will opt for?  

Beyhadh was an experimental concept from the word go. At a time when saas bahu dramas are at its peak, why would anybody want to risk with a show which is a story of an anti heroine? Either it could do very well or it could have been rejected very badly. It was a huge risk for any channel to take it up and Sony TV took that risk. All thanks to Danish Khan; he believed in this concept more than us. And today thanks to that belief, we have a great show on air.                                                                                          

What makes Beyhadh different as per your creative thoughts?  

Making a story on an anti-heroine is the biggest differentiator that you can have. It’s not easy making a show where you want your audience to love this character, hate this character, and sympathise with this character all at once. It was one of the most challenging writing that we have done, and this would have absolutely not been possible without the most rocking writing team of Beyhadh - my story writer Ritika Bajaj, screenplay writer Shilpa D'mello and the brilliant dialogues by Radhika Anand.

What’s its USP?  

It has to be the writing. Of course, content is the king in Beyhadh, and I believe this is how every show should be as well.

How is it associating with Jennifer and Kushal again, after Cinevistaas has worked with them in their hit shows DMG and Ek Hazaaron?

Oh it’s lovely. It’s like home to all of us. Jenny, I know her for almost 7 years now. I think I speak for her as well when I would say that our last show together was one of the best experiences of our lives. We had fun then and we have fun now also. It’s always a pleasure working with her. Kushal is like my brother. He did his first show, actually his first pilot with me. Then came Ek Hazaaron and now this; with him its family. He is more than an actor to me. I feel emotional when I see him do a good scene. He has grown so much as an actor, and I am proud of him. 

Beyhadh’s first hero is actually its screenplay and script. Is this justified? How will you justify it?  

Do I need to justify???? (winks). Here I think am going to give credit to my channel and Danish. This is the first time, we as makers were allowed to stay true to our writing. Everything else could change, but the script. I am also very thankful to my producers, who have been so supportive. Quality was never compromised in the bargain.

How is it to have a heroine who will go on to be obsessed in love, when compared to the bahus and betis who are of the simpler zone?  

It’s tough and fun at the same time, tough because we need to keep our audiences in mind and write, and fun because it was so much fun to get the freedom to write such edgy scenes. I hadn't done it for a long time myself, and having an actor play such a role was a tricky one too. But I beg to differ about one thing; there is no comparison with the bahus and the betis. We have a sweet beti in our show too in Saanjh (Aneri Vajani)...But yes, we believe that in life both a sweet simple Saanjh as well as an obsessive Maya can be heroines... 

Was Jennifer the first choice for the role? How did you cast her?  

Actually she was. This was one casting that we were very sure of, and luckily she loved the role the very first time she heard it. We had our Maya at the very first go...!!!  

Tell us about your long and fruitful journey with Cinevistaas?  

Oh it’s been wonderful. It’s like my second home. Actually, I should say my first home considering the amount of time I spend at work (wink). But jokes apart, it’s a wonderful company to be associated with. The creative freedom we get here is the biggest blessing a creative person can have.

You have been part of all the biggies that have come from Cinevistaas. Which show remains closest to your heart even today?

That’s no contest...it has to be Dill Mill Gayye. DMG is not just close to my heart, it’s a part of my heart. It was not just a show; it was an experience and a life changing one too. All of us associated with that show, technicians, actors, and the channel are friends for life today.

Why did Siddharth Malhotra split from Cinevistaas?

Well, we are so used to dramatising everything. Siddharth starting his own company is really not a dramatic high point. He wanted to start his own company and so he did. SPLITTING is a huge word. Siddhu is family, and I mean literally. He is my producer’s son. He is very much a part of us like he has always been. We call and meet each other, wish each other well. Just because someone wanted to be independent doesn’t apply in splitting.

Cinevistaas has always made shows which are out of the box, not from the mundane genre. How do you evaluate every concept and start to work on it?  

I always believe that the shows you make reflect some part of you. We at Cinevistaas believe in love, laughter and craziness. But it’s not that we cannot do a high-pitched drama. Beyhadh has a lot of high pitch drama; it’s the treatment that matters. Scenes can have the same mudda, but can be treated very differently. That’s what makes it stand out. 

Is it a conscious thought from the company to stay away from the regular soapy drama? Not at all. You will be surprised with what we come up next (winks). 

You have grown as an individual with every show of Cinevistaas. How would you describe it?

Creative process is a very personal journey. When we do a show you give some part of yourself to the show. And the show gives you something back as well. We change, grow as professionals and more as individuals. For me fortunately this journey has been a pleasant one. I have been lucky to be surrounded with good people professionally, some of who are also a part of my life personally today.

How has TV changed over the years? Do you think there is scope for more growth? If yes, in what areas? 

Television has changed in every way in the last few years. Some changes have been for the better, but the one sad thing is that we have stopped experimenting with our content. Everyone wants to play safe; we have started typecasting our ownselves with realistic TV, saas bahu TV etc. I believe television needs to be "simply entertaining". Some entertain with a Beyhadh kind of a show, some with a saas bahu. The one sole reason we all are here is to entertain, then let’s just do that.

What according to you are the best programs on air on TV today?   

Beyhadh ...!!! (winks) 

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