Zee TV is pulling out all the stops to increase its visibility at the ground level. To this effect it has announced a unique talent contest The Zee Mytho Show.

It will take place in ten major cities according to reports. The focus is on mythological serials Ramayan, Mahabharat and Jai Santoshi Ma.

Reports state that the programme schedule includes two fancy dress contests. One will see five to eight year olds participate. The other is for those in the nine to fourteen year age group. In addition there will also be a quiz contest for kids between nine and fourteen.

The show will be hosted by actor Swapnil Joshi who is known for his role in Sri Krishna. The Mumbai leg will take place at Rang Bhavan on 25 March from 5pm onwards.

Alpha Marathi has announced the commencement of the serial 405 Anandwan. Producer, director and writer Pratima Kulkarni was behind the highly successful Prapancha which ran for 78 episodes on the channel.

A channel spokesperson said that Prapancha was one of the few serials that held its ground during the onslaught of the Kaun Banega Crorepati phenomenon on Star Plus. Prapancha ratings hovered between 2 - 3 which is normal for the channel.

Prapacha which concluded last May on the channel dealt with a joint Maharashtrian family. In fact there was demand for the show long after it wrapped up but apparently Pratima Kulkarni decided that it was time to move on.

405 Anandwan which commenced last week airs every Tuesday at 9:30 pm. It sees stars of Prapancha like Sudhir Joshi, Anand Ingle return to create the magic through a different theme. Pratima Kulkarni has tried to showcase the positive nature of todays youth. The perception today is that the youth are self centred and lack a larger perspective on issues affecting the world.

While all that is true the serial attempts to strike a balance by showcasing the sensitive, serious and introspective side of todays youth. The fact that not all of them are happy-go-lucky is the perspective that the show will adopt.

The residents of 405 Anandavan are a brother and sister who are home alone as their parents are working in Nigeria. Relatives, friends and neighbours frequently troop in and out of the place. Characters include a bookworm and a student trying to become a veterinary doctor much against the wishes of his mother.

The home thus becomes a place where social activity takes place sometimes with comical and at other times with tragic results. The youth‘s relationship with society is examined through apparently mundane situations. In this manner they learn and grow.

The spokesperson also said that from Thursday at 9:30 pm the channel will show a serial Sai Baba. This is the first time a serial on Indian television has dealt with the subject. It deals with his relevance in modern India, why people continue to put their faith in him. It has been directed by Deboo Devdar and Sharavani Devdar.

The channel won plaudits on 16 March at the Maharashtra Times Sanmaan Awards which took place at Rang Bhavan. The channel bagged nine out of ten awards for serials like Zale Mokhale Aakash and Nupur. In an ironic twist of fate rival channel ETV bagged the rights to show the programme.

In India reality show Fear Factor may be running on AXN without a hitch but in America it has created a storm. The American Humane Association (AHA) has alleged that television networks NBC and CBS have made a conscious corporate decision to condone the killing and abuse of animals simply to jack up ratings.

Viewers expressed great disapproval over the 11 March episode of Fear Factor on NBC. AHA claims to have received statements from viewers finding the blatant disregard for animal safety appalling. Responses indicated ‘extreme concern, disgust, and anger.‘ There is tension over the fact that the marketing of animal cruelty, regardless of species, sends the message to a large audience of kids that violence against animals is a valid and acceptable form of entertainment.

Veterinarians, herpetologists, and professional animal trainers have confirmed that the snakes on Fear Factor showed evidence of trauma and injury. A profesional made the following statement, "A snake has a backbone comprised of many, fine and delicate ribs which are easily broken. Their skin is fragile, as is their musculature. From what we viewed, many of these snakes suffered permanent injuries and unnecessary abuse for the sole purpose of entertainment".

VP AHA‘s Western Regional Office Karen Goschen said, "The mission of AHA‘s Film and TV Unit is to protect everything from ants to elephants because all life should be respected. By sending the message that it is okay to disregard the lives of even the smallest animals, NBC and CBS are disregarding public cries for compassion.

If we permit the abuse and exploitation of animals in reality entertainment, we stand the danger of encouraging additional abuse in the real world. AHA has received complaints regarding ‘Fear Factor‘, Survivor, Murder in Small Town X, and Real TV.

Professional trainers in the film industry say they refuse to work on these shows because the producers demand stunts that violate AHA‘s "Guidelines for the Safe Use of Animals in Filmed Media", including killing animals. However AHA has no jurisdiction over reality shows and producers state that since they have not technically broken laws, they will not adhere to AHA‘s Guidelines.

AHA‘s Film and Television Unit claims to have protected animal actors for over 60 years and its Guidelines are considered the industry standard. Most entertainment products for television, motion picture, commercials, and video markets fall under its jurisdiction and are eligible for the well-known "no animal was harmed" disclaimer the release states.

Founded in 1877, the American Humane Association claims to be America‘s only national non-profit organisation dedicated to protecting children and animals from cruelty, abuse, neglect and exploitation.