Advent of social, new media has democratised media scene; but it’s still in teenage: Sathaye

 

 

 

“The advent of social and new media has democratised the media scene. It is still in its teenage years. Hence, for some more time, any and every type of content will be there. But, once it grows up, maturity of content will increase,” said renowned social media influencer and actor Sarang Sathaye. In an exclusive interview to ‘The Hitavada’ on the sidelines of the 75th anniversary celebrations of Maharogi Sewa Samiti (MSS) founded by veteran social worker late Baba Amte at Anandwan in Warora in Chandrapur district on Saturday, Sathaye revealed how the hugely popular ‘BhaDiPa’ or ‘Bharatiya Digital Party’ came into being and his vision and future plans.

 

Also, he shared how Anandwan inspired him to revive the standup workshop initiative ‘Kay Boltay’. Known for wonderful command over language and the art and craft of comic takes on serious issues, Sathaye has acted in some films too including ‘Mee Vasantrao’. Asked about social media platforms having abusive and cheap content too, he drew an analogy of how people initially responded when the cassette recording facility became available. Then, he said, people recorded even the household things just because it could be recorded in cassettes. “Similar things are happening with social and new media now. There may be abusive, childish content for some more time since this media is in its teenage years. As it matures into an adult age, better content will increase,” he said. He also cited the example of ‘X’ (formerly Twitter) coming up with community guidelines, to drive home his point of evolution of social and new media with time and need.

 

To a question about use of popular social media handles in the ‘battle of narratives’, Sathaye said that it was happening. But, he added, it was always the case. To elaborate his point, he said that the British rulers also used English publications in the pre-Independence era to further their own agenda. To counter it, leaders like the legendary Gopal Krishna Gokhale and others came up with their own publications. Hence, to counter the use of social media for a particular narrative, others may have to come up with counter-narratives using the same space. Asked how he and Paula McGlin and team created ‘BhaDiPa’ that became hugely popular on YouTube, Sarang Sathaye smiled and replied that it was born out of the need of them and the viewers. “Our generation was hungry for new types of content, based upon our exposure to experimental theatre, working with unusually creative people, and films we watched.

 

We could not understand why the conventional television media and movies could not give us that. So, many started watching films from different languages by downloading those from different platforms. Me and my friends thought of creating the content we and the viewers wanted,” he explained. However, the journey to popularity was not an easy one. Initially, though Paula had drawn up a business plan, many wanted them to make just shorts. So, to raise funds, the team did some advertisements and shot weddings. Once the funds were there, BhaDiPa came into being as a creative expression of issues with use of sarcasm and comedy. Now that BhaDiPa is immensely popular, Sathaye said that he was working on a new vision. “COVID period made us realise certain things including the importance of delegating work and responsibility. So, we created new faces.

 

It makes me proud when people recognise them and not us. My wish is that BhaDiPa, and not our faces, become an identity. This is becoming possible with community monetisation,” Sathaye observed, while slightly adjusting the glasses with one side of the frame round and another side square-shaped. It is but natural that the next step in the journey of growth of BhaDiPa is full-fledged film. Sathaye adds with a happy face, “Filming will start in 2025. We have got three scripts ready. One of these is about social media use.

 

It is dear to my heart. I shall be producing and directing the film. Then on, we will move to two other scripts.” Before departing, one could not resist the temptation to ask Sathaye about his glasses with one side of the frame round and another side square-shaped. Laughing heartily, he replied that it was a gift from one of his close friends who found the ‘unique’ glasses befitting his personality. “My friend and I used to run a page ‘Odhun Tanun Vinod’ on the Orkut platform. Our ideas were weird, so to say. He found these glasses in one shop and gifted them to me. When I became popular and started wearing those, they caught the fantasy of people. Today, I have six sets of these spectacles. You can imagine what it says about my personality,” he said, while signing off.