Still going strong

AT A time when most film makers were wary of stepping into the world of the small screen, AVM took the first step and to this day continues to ride the popular wave, producing some popular soaps.

The company, that has been in the film business for several decades, has till date produced 23 serials, including "Vazhakai", "Nimmadhi Ungal Choice-5" and "Mangaiyar Choice" on Sun TV, "Oru Pennin Kathai" on Doordarshan (both in Telugu and Tamil), "Sondham" (Tamil, Telugu and Malayalam) and "Oru Manithanin Kathai".

M. Saravanan, the managing partner of the production house, said they are happy to be part of the small screen world also. "Some years ago, with most directors preferring on-location shoots, the work in studios got reduced. That was when my brothers and I felt the need to shoot 80 per cent of our work in studios. And for this, the small screen is the best medium."

AVM has set certain standards in quality and concentrates on making wholesome family entertainers. "One must be able to watch a serial with his sister, mother or aunty and not feel embarrassed at any point. I have made it a point to tell my directors about this and ensure that there is no vulgarity."

S. P. Muthuraman, who has directed more than 100 films, is wielding the megaphone for "Nimmadhi Ungal Choice-5". He opines that the small screen is a very effective medium when it comes to social messages. Serials with messages go down very well with the audience."

Venkat who has "Nimmadhi Ungal Choice", "Achi International" (with Manorama in the lead) "Galatta Kudumbam", "Sondham" and the more recent "Vazhkai" to his credit (direction as well as story), says the television medium is getting stronger and stronger by the day. "Wherever I go, people ask so many questions on the serials, especially "Vazhkai". It is one of the popular serials on Sun TV."

Saravanan attributes the success that they have achieved in films and on the small screen to women viewers. "It is keeping in mind this niche audience that we thought of "Mangaiar Choice", produced by my daughter Usha. Several issues such as legal rights, job opportunities, health and yoga and self employment are discussed at length in this programme."

What next? "Our serials are now being telecast in Tamil, Telugu, Kannada and Malayalam. Now, several Hindi channels are looking at similar possibilities. We are planning a film with Vijay, returning to films after a long time. We are also planning to produce a couple of small budget films this year. We are hoping for the best," concluded Saravanan on a positive note.

S.R.ASHOK KUMAR

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