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Hip and happening
YOUTH APPEAL From "Idhu Oru Kadhal Kadhai".
Though the "Mamiyaar-Marumagal" tearjerkers bring good TRPs, it now seems that the cotton sariclad middle class heroines are slowly being edged out by the salwar/ jeans-wearing younger heroines. "Idhu Oru Kadhal Kadhai" (Vijay TV, 8.30 p.m., Monday to Thursday) from the K. Balachandar stable is a youthful love story between two people from different backgrounds. This serial features Prajan, a music channel jockey, Sruthi and Vaishnavi.
There is a hip and happening look about the serial, which is aimed at teenyboppers. "Idhu Oru Kadhal Kadhai" has an impressive TRP rating of 10.3 among young audiences (source TAM). Tamil channels have at last realised the importance of wooing youngsters and according to a leading marketing analyst: "You have to move on with the times. Even family soaps need youngsters to reflect a new point of view and commercials on TV are also aimed at them." The success of "Idhu Oru Kadhal Kadhai" can be attributed to the on-screen chemistry between the lead pair.
SREEDHAR PILLAI
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