STAR Vijay to weave 'bahu' magic

STAR TV is firmly rooted in the Great Indian `bahu' tradition. So what if she's now speaking Tamil as `Marumagal'. ``Neenga koda milaga na, naan pachai milaga,'' (if you are capsicum, I am chilli, the `Marumagal' apparently tells the `Mamiyaar').

The `Tu Tu Main Main', `Kyonki... Saas Bhi etc.' magic formula now spills now over to STAR's regional screen as Vijay TV becomes STAR Vijay on October 1.

Might not be news for many, for the grapevine has been talking about it all this while.

The idea germinated last October, Sameer Nair, Executive Vice President, Programming and Communications, STAR India, admits.

``And for nine months after that, I had to keep denying those stories,'' he winks. That's the kind of meticulous planning that has gone into the launch of the channel-about one year of contemplation and research to gear up to the big day.

Thursday was the big day, when the announcement was finally made, and quite slickly at that.

Well shot promos of promising fare for women, almost in the league of the quality the STAR channels boast of, were screened for mediapersons.

It isn't just an ordinary changeover, the STAR avatar is probably rebirth for Vijay, with a total revamp and a line-up of fresh programming.

We ask Ajay Vidysagar, General Manager of STAR Vijay about STAR's romance with the `Saas-Bahu' combo and its use of the proven mother-in-law daughter-in-law winning formula to kickstart its entry into a new market (considering that Vijay has shifted focus from youth to family fare).

``Who is this `bahu' or `marumagal'? She is a housewife. Housewives make for our biggest segment and it clicks because these stories are about what they are and what they are not. These are stories about their world and their issues and that's what makes it appealing for them,'' says Ajay, adding that he was quite hopeful of `Marumagal' climbing up the ratings chart.

There's more programming for women. The series `Kathai Kathaiam Karanamam' featuring short stories by eminent writers directed by Revathy.

No game shows. Absolutely no Tamil Crorepati planned as of now, the channel asserts. ``For a game show to be popular, not only should the prize money be attractive, but also enough money should have been given away. Most of the game shows have failed because they haven't given away too much money,'' explains Ajay.

We then ask Sameer Nair about Crorepati's life-span, variations and survival strategies.

``It should go on for a while. The recent variation promos already on TV were shot by Priyadarshan. They are good fun. We're opening up an alternative route to the hot seat, that's the new variation. As of now, we have no plans to take it off air,'' he reveals.

As the Crorepati magic continues, the surviving Jaya TV `Koteeswari' now assumes another role as STAR Vijay `Marumagal'.

``It's a very interesting soap directed by a very talented director Venkat,'' says Suresh Iyer, Head of programming, STAR Vijay.

Which of the Kushboos would win? Wait, watch.

Kyonkii... Vijay TV is now STAR Vijay.

By Sudhish Kamath

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Section  : Entertainment