[icernet] Soaps to get more `colourful' lather

[Arul Selvan]

  Popular entertainment channels of late have started airing serials set 
in different backdrops. Is it variety that they are offering or is it an 
attempt to woo vernacular viewership? According to Mr Sanjay Garg, 
Client Services Director, Enterprise Nexus, a change in backdrop helps 
infuse freshness and attract people in that particular region. "Serials 
specific to a State or a culture could help boost the TVRs (television 
ratings) in that region. For instance, Sony may be trying to attract 
audiences in Kerala with its Goonj Ateet Ki or Bengali viewers with its 
new offering," he said. Also, these States have several regional 
channels with high loyal viewership, which the Hindi channels are trying 
to pull.

Source:
http://www.blonnet.com/2003/01/14/stories/2003011402500100.htm