Article: Soap's new bubble

doweshowbellyad=0;

Paper trick: Don't be surprised if you are handed a similar kind of pamphlet at a roadside

In today's times, everything is connected with smart and market-friendly packaging. You've got to sell smartly, lest you entertain the possibly of disappearing into oblivion.

Now, hear this. Lata Mogre was on F C road waiting to meet someone, when a boy simply placed a pamphlet on her hand and walked away. To Lata's surprise, it was a pamphlet of a TV serial on a popular channel that was asking the viewers to hold their breaths until the drama unfolded on-screen that night!

To expand their presence in the market, TV channels are resorting to printed handouts. So, you will have a soon-to-be-wedded girl's picture shown on the paper, with the text asking you to predict whether or not she will get married into a good family. As a potential viewer, you are asked to make a decision.

"It is an effective method of ensuring that the TRPs soar. Plus, it is a subtle way of reminding the viewers to make sure they catch the action and not switch to any other on-screen drama. The time and the channel is printed in bold which ensures that the viewers remember to watch it," says Priscila Fernandes, a house wife who is a soap fan.

Abhay Vakil, who will be soon seen in Yeh Teen Bahuraniyan on Zee TV, likes this idea. Says he, "I think it's a good way of marketing the serial. The number of programmes has gone up. In order to create hype, some extra marketing is vital, especially for channels who don't have serials in prime slots."

While these pamphlets could be a tad irritating for people who don't like soaps, actor Gaurav Choprra has a different take on it. "It may seem irksome to people who have zero interest in soaps. But, come to think of it, it is creating some employment. Plus, TV industry has experienced tremendous growth, leading to competition. Besides, programming on competing channels is not very different. So, such creative ideas set the ball rolling."

Speaking of creative ideas, Gurrpreet Singh is not at all surprised with this new gimmick of building up a plot of any soap. "I would like to be up on the pamphlet. After all, it would be for the good of the whole cast and crew." Gurrpreet was seen in Kahiin Toh Hoga on Star Plus. Handouts seem to be revolutionising the way a television serial is being marketed. As long as they help in adding to TRPs, it will come across as a Kool Kool Idea .