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Popular
South Indian actress Priya Raman plays the lead in Kavyanjali
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Talking about their entry into the Malayalam regional language space,
Balaji COO Rajesh Pavitran told Indiantelevision.com that the
success of the show would decide their future projects in in the southern
state. Pavitran said they waited six months before finally coming
up with a subject targeted at the Kerala audience because they wanted
to make sure that the content appealed to the people there.
"Kerala is highly literate and the audience more mature. They
look for the reality element in serials and films. The same parameters
we apply in other sectors won't work in Kerala. So we wanted to
be absolutely sure about the project we are coming up with,"
pointed out Pavitran.
"The Kerala market is in an evolving one. We wanted to prepare
a perfect strategy for the Kerala market regarding our concept,"
He added.
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Vijayaraghavan
is a popular film actor in Malayalam
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When queried about the choice of leading Malayalam film stars to
play title roles in the serial, Pavitran admitted that it was part
of Balaji's strategy to cast popular Malayalam film stars in the
serial to cash in on their popularity.
"Priya Raman and Vijayaraghavan are very popular in Kerala.
Since this is our maiden project in Malayalam, we wanted to present
well known faces to attract the audience," said Pavitran.
Pavitran said though the concept they have worked out now is something
that would appeal anywhere in India, they were very particular about
adding the local flavour and regional elements in it to convince
the viewer.
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