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Zee Live’s Arth- A Culture Fest to launch a new Digital Format

MediaInfoline April 22, 2020

After a successful Season 2 in Kolkata & Delhi and keeping the current lockdown in consideration, Zee Live is all set to launch the Digital format of Arth: A Culture Fest on 22nd April, 2020. 

The Fest aims to keep its audiences entertained in the comfort and safety of their homes. From keeping kids constructively engaged through storytelling sessions in collaboration with Karadi Tales to other forms of infotainment, Arth has covered it all with a perfect line up which will be Live on Zee News’ YouTube Channel from Wednesday, 22nd April to Friday, 24th April; 3:30 pm to 4:45 pm. The sessions will include interactive series on storytelling, history, literature, culture & art, where one can engage and interact with Authors, Historians and Artists. 

The first week will have eminent speakers like Amish Tripathi, Kishwar Desai and Methil Devika, who will spread the love for literature and art in the lockdown period. The schedule for the live sessions is as below: 

  • Storytelling in association with Karadi Tales – 3:30 pm to 4 pm: 

o 22nd April, Malavika PC will narrate Bablu and the Mouse 

o 23rd April, Janaki Sabesh will narrate Little Vinayak 

o 24th April, Chitra Soundar will narrate Farmer Falgu 

  • Panel Discussions – 4 pm to 4:45 pm: 

o 22nd April: A session on Demystifying our Gods: Amish Tripathi in conversation with DK Hari & Hema Hari 

o 23rd April: Glimpse of history- Jallianwala Bagh, 1919: The Real Story by Kishwar Desai. 

o 24th April: A session on Decoding the Indian Classical Dance – Mohiniyattam by Methil Devika

Speaking on the launch of this new format, Shreyasi Goenka, Founder and Director, Arth, said: “With everyone locked in their home and social distancing becoming the new norm, it is important to stay calm, introspect, meditate and stay optimistic. We want to help bring positivity in these difficult times. Launching Arth through a Digital format is one such initiative and we are extremely delighted about it. Through this initiative we wish to use the values and richness of Indian Art, History, Literature and Culture and inspire people to look inward and discover what we as Indians stand for, what we are forgetting, what we criticize and why and ultimately, how we can all move forward. We also endeavor to educate the children on the power of our Indian Mythology so that their understand their roots and learn from the lessons of the past.” 

Swaroop Banerjee, COO & Business Head of Zee Live said, “Just about two months ago, we wrapped up Arth, that has in just two years, grown to become one of the most prominent cultural celebrations of India. The festival saw over 20,000 attendees on ground and some of the most respected people in Indian culture, politics, music and literature as speakers. We are now, along with our community or artists and academicians, taking Arth to people’s homes in these tough times and using the wonders of Indian art and culture as a means to heal and survive this pandemic together.” 

Shobha Viswanath, Publisher, Karadi Tales said “Staying at home with energetic kids we know, can be a challenge. Ever since we opened up the treasure trove of our stories at Katha with Karadi, children, parents and grandparents have been looking forward to experience the rich narrative, visuals and music which is the hallmark of Karadi Tales. Hope we will be able to brighten up their lives during the lockdown.” 

Arth – A Culture Fest is a first of its kind multi-regional culture festival that aims to Rediscover, Reconnect and Revisit India through art, culture, literature, politics, society, music, dance & cuisine. The festival reflects the richness of India, one of the world’s oldest civilizations. Arth also showcases India’s history, geography, languages, scientific achievements and artistic  contributions.


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