Following the footsteps of his mentor K Balachander, whose production house Minbimbangal is a household name today, Tamil film director Vasanth has ventured into television production.
The first offering from his production house, Ray Cinema, will be En Thozhi, En Kadhali, En Manaivi, which goes on air on Vijay TV from July 18. Among the other Chennai-based film personalities who have made in big in the production domain is Radhikaa’s Radaan.
Vasanth, a two-time state award winner for best director for Keladi Kanmani and Aasai, said that this was a natural progression in tune with the times. Speaking to exchange4media, he said, “I have been understanding and realising the power of the small screen over the years. It is not a small screen anymore. The reach is extremely vast. In some cases, I would say larger than the silver screen even.”
The first production will go on air from July 18, on Vijay TV, in the 8:00 pm to 8:30 pm slot from Monday to Thursday. The channel is keen to capitalise on Vasanth’s recognition through cinema.
The promotions started with a teaser campaign in the channel’s movie trailer show Vijay Talkies. This was backed up by the launch campaign across all the channel’s shows, and an SMS contest. The ‘film feel buzz’ created was followed up with offline promotions including a cinema-style wall poster campaign across Tamil Nadu.
The channel has also tied-up with Radio Mirchi’s Ladies colony - Chinna Thirai to showcase the serial from the day of launch. The radio show will be on air from July 18 to 23, starting with Vasanth’s interaction with the RJ's. Winners from a Radio Mirchi SMS contest are to be taken to the shooting spot of the serial and will get to interact with the cast and crew.
The film-director turned serial producer doesn’t plan to venture into direction for the small screen, though. “It’s a different ball game. The rhythm and the pace of the two are very different. I am also busy with pre-production work for two film projects. I don’t plan to venture into the domain for direction.” He added that he might, however, look at Film production in the long run given his experience in the domain.
The list of people venturing into television from cinema is growing down South. From K Balachander, Mani Rathnam, Suresh Menon, Radhikaa Sarathkumar, and now Vasanth, and film production houses like AVM and Sathya Jothi Films, the small screen is getting bigger by the day.