TELE EXPRESS
There's a soap in my video
After makeovers, music videos are the next fad in TV serials
Amit Gurbaxani
Mumbai, June 19:WHEN Armaan and Jassi finally declared their love for each other, the producers at Sony Television decided to create a soundtrack to mark the momentous event. So, Indian Idol Abhijeet Sawant crooned a love theme. Being a product of the channel, he was easy to get and paved the way for the ideal cross-promotional strategy. A video of the track and a full-length album of Jassi songs are in the works.
Rival Star Plus has been using music videos to boost their shows' visibility for some time now. First came Remix—the video for the theme from the high school dramedy that centers around four boarding school kids, who just happen to have their own band. The idea was inspired by ''underground rock bands at colleges like IIT,'' says producer Shristi Arya.
''Unlike other soaps that feature item numbers, the songs are actually performed by the cast and take the narrative forward,'' she says. The producers have shot four more videos. The latest, Mast Mast, is currently on air on Channel [V]. The next couple of months will see Dil Ki Yeh Dadhkan and Love Station, a Bappi Lahiri retro-disco tune, hitting our screens.
Bigg Boss 19
Itti Si Khushi Sab TV
