Curtains to fall on Jassi soon

Courtesy: Business Standard.
Joydeep Ray / Ahmedabad October 12, 2004

Soon there would be end to the climax to the Sony Entertainment Television’s successful soap ‘Jassi Jaisi Koi Nahin. Soon, Jasmit Walia alias Jassi, will transform herself to be one of the most beautiful women in the small screen, claimed Tarun Katyal, executive vice-president of SET.

Saying that SET has already decided not to stretch the serial further, Jassi would come out from her existing features by end of this year and the serial will end in the next six months.

“We are not going to stretch the serial endlessly for the sake of minting money out of it and so by December, the viewers will be able to watch Jassi’s transformation and by March, next year, the serial will come to an end.”

“We are also looking for working further with Mona Singh, who is Jassi in the small screen, one of the most popular television character nowadays,” Katyal said, on the sidelines of Indian Idol, talent search contest.

Saying that after Jassi Jasisi Koi Nahin, Indian Idol would be going to be one of the significant advertising revenue earner for the Channel, Katyal said that SET has already tied-up with six major corporate houses for advertising during the 14 episodes of Indian Idol to be on air since late October till February, next year.

Among the six big banners which would be buying time slots for advertisement to be on air during telecast of Indian Idol, Airtel, Nokia, Procter & Gamble and Marico Industries are the major ones.

However, Katyal denied to comment when asked how much revenue SET is targeting to earn from telecast of much-hyped Indian Idol, for which SET already has spent a significant amount of money for buying the rights.

Reacting on arrival of new entertainment channels including Zoom, promoted by the Bennet Coleman & Co, promoters of The Times of India, the former Star Plus top-brass said, “There would be more investment in the Indian television industry as more and more people are coming up with new channels but there is not much space to accommodate every new one.

The channels which will be innovative, creative in nature and do not have lack of new ideas to reach more and more households with their programmes, only will survive and we should be ready to see premature death of few entertainment channels in near future.”

He also said that with the increased competition in the entertainment television channel segment, even the existing channels like SET would have to hike investments to survive.

“But investment not only in money terms but also new ideas are to be invested. In that direction, we are now busy at spin-off of one of our popular serials, CID and we are also going to relaunch ‘Aahat,” Katyal said.

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