Tata Sky, Javed Akhtar join hands to re-introduce bygone Indian literature


The idea is to re-introduce Indian literature in a contemporary fashion. New videos will be uploaded every day.

Direct-to-home service provider Tata Sky, a joint venture between the Tata Group and 21st Century Fox, on Tuesday launched a new service – Actve Javed Akhtar – in association with renowned poet and Bollywood lyricist and scriptwriter Javed Akhtar.

“The objective behind launching this service is to educate people on how relevant some of the most revered genres of poetry like dohas and shayaris are, in the modern day context,” Vikram Mehra, chief commercial officer of Tata Sky, told Business Standard.

Actve Javed Akhtar, which Tata Sky claims to be the country’s first-ever poetic literature-based interactive service, will have Javed describing the true essence of some of the most beautifully penned shayaris and dohas by Kabeer, Mirza Ghalib, Meer, Rahim, among others. “The idea is to re-introduce Indian literature in a contemporary fashion. New videos will be uploaded every day,” he said.

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