The Hindu : Andhra Pradesh News : Content lacking Out of the box

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Monday, Mar 10, 2008
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Andhra Pradesh

Andhra Pradesh

Content lacking Out of the box

Over the years, the Telugu television industry has grown by leaps and bounds. It grew in numbers, with around 13 channels offering round-the-clock ‘entertainment’ and news, armed itself with latest of the equipment, is abound with good talent and investments that could hardly have been thought of till sometime back. But sadly, in terms of content, it has failed to evolve on its own.

Dependence on silver screen continues to hamper the industry emerge on its own, and from shows to interviews to fiction, the small screen looks to the film industry for success.

But for a couple of names, the industry has failed to produce individuals who could claim their fame based on initiatives on the television.

Though shifting priorities from the big to small screen and vice versa is universal and complementary feature, the usage of films as crutches has been a malady that the local entertainment channels have failed to give up.

A look at the content gives a similar impression. Innovation has almost remained a taboo word and experimentation is taken up with a certain degree of apprehension. Beaten to pulp plots are taken up to stir the entertainment curry and story lines are stretched thin. Every new show comes with a ring of familiarity. Whether it be a cookery show or the so-called game shows, almost all are done with little application, leaving one to wonder as to why the producers do not even think to at least working around with set designs or props. All look almost the same.

Some of the good initiatives gasped for breath and ended rather abruptly while few did manage to stay on course. Zee Telugu’s ‘Friday Release’ was a good step but folded quickly. Maa’s recent ‘Mee Theerupu’ too was a good attempt. ‘Naana’, the serial on Gemini, was a tender tale effectively narrated. But then, such good efforts have been sparse.

T. Lalith Singh

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