Jaya TV has launched two new serials, Ethir Neechal (swimming against the current) and Kalki (an avatar), which have the lead characters as women with a positive outlook towards life. Says K Balaswaminathan, Vice President, Marketing, Jaya TV, “These two serials portray women as strong characters who challenge the obstacles in their lives with a cheerful disposition and positive outlook. In fact all our popular serials like Anni and Sahana show women as outgoing and positive.”
Popular Tamil movie star, Kushboo, who plays the lead role in the serial, has evolved the story concept of Kalki. Incidentally she also anchors the top show in Jaya TV, Jackpot (a family quiz show). Kalki, the lead heroine of the serial is a contemporary woman who is bold, intelligent, lovable, affectionate and assertive. Faced with tragedies that life throws at her she marries for love hoping things would take a good turn but she has more surprises. Her temperament in handling the obstacles is the crux of the story. The serial is aired on 9 pm on weekdays.
Ethir Neechal from the production house Minbimbangal revolves around five young girls just out of college. They have their own dreams, ambitions and principles. Do they make through life holding their dreams and promises they made to themselves intact is the plot of the story. Their perseverance to win against all odds forms the content of the serial. Ethir Neechal is a modern-day version of K.Balachander's classic movie Punnagai, there the plot is woven around five young men who befriend each other and face life’s obstacles. The serial version has five girls starring in it to reach the target audience better. The serial is aired at 9.30 pm on weekdays.
Jaya TV is in the second slot among Tamil Channels with a viewership share of 7.1 per cent according to TAM data (between Jan and May 2004). Though it’s a long way behind Sun TV which rules the roost with the top ten serials in its airtime, Jaya however qualifies for the second slot in the entertainment genre and attributes this position to positive programming content and a brand connect with the audience through its various women centric ground events.