1. Vinodharshan Serial

MUMBAI: Media software production powerhouse Balaji Telefilms has finally reached India's most literate shores, the southern state of Kerala. Attempting to woo the Malayalam-speaking audience, Balaji is launching a serial titled Kavyanjali today. The Monday-Friday show will air on Surya TV at 8:30 pm. Talking about their entry into the Malayalam regional language space, Balaji COO Rajesh Pavitran told Indiantelevision.com that the success of the show would decide their future projects in in the southern state. Pavitran said they waited six months before finally coming up with a subject targeted at the Kerala audience because they wanted to make sure that the content appealed to the people there.

'Kerala is highly literate and the audience more mature. They look for the reality element in serials and films. The same parameters we apply in other sectors won't work in Kerala. So we wanted to be absolutely sure about the project we are coming up with,' pointed out Pavitran.

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'The Kerala market is in an evolving one. We wanted to prepare a perfect strategy for the Kerala market regarding our concept,' He added. When queried about the choice of leading Malayalam film stars to play title roles in the serial, Pavitran admitted that it was part of Balaji's strategy to cast popular Malayalam film stars in the serial to cash in on their popularity. 'Priya Raman and Vijayaraghavan are very popular in Kerala.

Since this is our maiden project in Malayalam, we wanted to present well known faces to attract the audience,' said Pavitran. Pavitran said though the concept they have worked out now is something that would appeal anywhere in India, they were very particular about adding the local flavour and regional elements in it to convince the viewer.

On choosing Surya TV to telecast the serial, Pavitran said they had been working with the Sun network in other states and Surya TV for Malayalam was a natural choice. Surya TV general manager, programming, FJ Clement revealed Surya TV would be aggresively launching new shows to get Keralite audience glued to the channel constantly and at the same time to bring them programmes with a difference. 'Last week we launched the horror serial Aayilyam Kaavu.

This week we are launching Kavyanjali, a family serial. In the coming weeks also you can expect more from Surya,' said Clement.

Surya TV has launched a slew of new programs and tweaked its programming strategy to include variety. Some of the new entrants in serials include `Opol', which replaced the slot occupied by SthreeJanmam, which came to a close. The new serial is a family melodrama aired at 7 pm on weekdays. The lead heroine of the top serial in Sun TV's Metty Oli, Gayathri, plays the lead role in this serial as well. The plot is woven around four sisters and the circumstances that surround their lives.

The storyline is from a novel published by Mangalam Weekly, authored by Sudhakar Mangalodhayam. The serial is produced by Sandras Communications.

Another brand new serial is also on the cards. Titled `Chitta', the story of the serial is adapted from a currently featuring novel in the Malayala Manorama Weekly. Actress Nandhini who is better known as Kausalya in the Tamil movie industry will play the lead role. She will shortly be making her debut in the small screen through the serial, `Manaivi' (Tamil serial on Sun TV scheduled for launch on June 21, 04). Kavyanjali, the production of Balaji Telefilms is currently being remade in Malayalam for Surya TV and is already on air, showing an encouraging response in TRPs. It has an average TRP of 10.9 and 13.43 in the C&S 4+yrs and Female ABC 15+yrs categories respectively and has been topping the charts since its launch in Surya TV. It is interesting to note that Kavyanjali has been very successful in all the languages it has been launched namely Tamil (Vijay TV), Telugu (Gemini TV) and Kannada (Udaya TV).

The serial was a chart topper in all the channels it was launched. This could very well turn out to be the serial that could strongly turn the TRP tide in favour of Surya in the coming weeks.

Kavyanjali is the story of two sisters who are very affectionate towards each other and who come from a close knit, simple family. Events take a tragic turn when they get married into the same household and become bitter enemies. In most of the recent serials in Surya, the lead cast who are popular in the Kerela market, have been carefully chosen. The same holds true for Kavyanjali as well where Priya Raman and Vijayraghavan, who are popular in Kerela, play the lead roles. The weekly comedy serial `Ettu sundarikalum njanum' launched recently has been showing a promising average TRP of 8.85 in the ABC C&S Female 15+ yrs category and an average TRP of 6.38 in the C&S 4+yrs category. Owing to the encouraging response, the serial, which was telecast only on weekends at 9.30 pm, has now been slotted on all seven days of the week at 9.30 pm.

A horror serial `Aayilam Kaavu' has also been launched recently. The serial is about a group of Nambudris who use their magical powers in evil ways. A woman, who is affected by their evil, finds a way to acquire magical powers and takes vengeance on those who had victimized her.

Vinodharshan Serial

The serial has an average TRP of 6.42 and 6.45 in the C&S 4+yrs and C&S ABC Female 15+yrs categories respectively. Sthreehridayam, again a novel in Malayala Manorama weekly and Savaari Giri Giri, a film based show in its 75th episode are the other popular programmes in Surya TV. Remarking on the recent rush of new serials, F J Clement, General Manager, Programming, Surya TV, said, ' We have a right mix of horror, humour, and emotional melodrama in our current programming and we are confident about a maximum shift in the existing TRPs.' (All TAM figures pertain to average TRPs of the past six weeks between 25/4/04 and 5/6/04 for C&S 4+yrs and C&S ABC Female 15+yrs categories.).