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Suvarana to air Kannada serial on ‘Ugly Betty’ theme from 2 August
#1
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Star’s Kannada offering Suvarna will start airing a Kannada soap ‘Ellarantalla Namma Raaji’ (Raaji is unlike any other) at 7 pm very Monday from 2 August onwards.

Set in the backdrop of Coorg’s Madikeri, the basic theme of the series seems to be based on the Columbian telenovela Yo soy Betty, la fea (Betty the ugly) which spawned many other similar rip-off tele-serials across many countries, including Ugly Betty in the US and Jassi Jaisa Koi Nahin (There’s no one like Jassi) on Sony television in India a few years ago.

Twenty two episodes of the soap have been shot and Maverick Productions, the production house, has been asked to shoot another 22 episodes.

Maverick COO Pooja Kashyap said, “The program is meant for audiences across all ages – right from 4 years to 60 years plus. This is a story of a girl who sees good in everything. There are no negatives in her life. She’s comfortable with the fact that she’s not attractive and has accepted it.”

At present the channel has not roped in any new sponsors for the show. “We are in advanced stage of discussions and will be roping a few big FMCG clients as sponsors for this property,” revealed Suvarna Business Head Anup Chandrasekhar while speaking with www.indiantelevision.com.

“As the name suggests, Ellaranthalla Namma Raaji is a refreshingly different serial from Suvarna, and fits in to our new strategy of thinking. This revolves around an insight that the new India is driven by many youngsters who come from small town background. We have roped in Hemanth Hegde, a well known Kannada film director, to makes his first tele serial with this property”, added Chandrasekhar.

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#2
STAR Westernizing Yet Localizing The Content... Thats Nice...
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wIcKeD mEnTaLiTy
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