The Hindu Business Line : TV shows look overseas for fresh feel and flavour

So you have the bespectacled Jassi of Jassi Jaisi Koi Nahin and the Samsung IFFA Awards going to Singapore and Kahani Ghar Ghar Ki moving down under. Krisshna Arjun is also likely to go to Europe later this year.

Episodes from Kyunki Saas Bhi Kabhie Bahu Thi and Kasauti Zindagi Ki, produced by Balaji Telefilms, were shot in Australia while UTV's Khichidi family went to Dubai.

Meanwhile, Sony Entertainment Television (SET) is in talks with the Malaysian authorities for shooting another serial there.

``We are always looking out for opportunities to shoot abroad. Even though a change in landscape may not directly impact the viewership numbers, we like to go to other countries to bring about a different feel and flavour to the serials. It's also a good time to bring in new characters,'' said Mr Rajesh Pavithran, Chief Operating Officer, Balaji Telefilms.

``Singapore is the fashion centre for the Asian region and fashion forms the backdrop for Jassi. The location fits into our storyline and we will be introducing a new character there,'' said Mr Tarun Katiyal, Executive Vice-President, SET India.

The General Manager, South and South-East Asia, Australian Tourist Commission, Ms Maggie White, said this trend had helped in creating greater awareness about Australia.

``The drama serials offer a very good opportunity to bring about greater awareness about the destination. It is difficult to say by how much the serials have helped more Indians visit Australia although there was a positive growth in the number of Indians travelling there last year,'' Ms White said.

The crew of Balaji Telefilms recently returned from a 15-day shoot in Melbourne and its neighbouring areas.

A spokesperson for Singapore Tourism said that audiences associated themselves with foreign locales better through the visual medium, which had a higher registration level than any other medium. ``Serials help the target audience to actively associate themselves with the locales that are showcased in the serials through the characters,'' the spokesperson said.

The interest among television and moviemakers is, however, not restricted to countries in South-East Asia and Europe.

``Each week and month, we have big celebrities and producers coming to Mauritius, which helps create greater awareness,'' said Dr Karl Mootoosamy, Director, Mauritius Tourism Promotion Authority.

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