Article: Serial filler Blame it on Bollyw

Hindi film songs are becoming TV's new TRP boosters.

If high voltage drama, perfect bahus and vicious vamps aren't enough to garner TRPs, here comes another twist to the tale. Creative heads and producers of television shows feel it's time to create an impact, Bollywood ishtyle. As storylines get steamier, the small screen is feeling the need to add the naach gana as well. From 'Jiya dhadak dhadak jaye' to 'Thoda sa pyaar mila hai...' Bollywood tracks seem to have become anthems for soaps these days.

Deputy creative head, Balaji, Nivedita Basu believes that Bollywood tracks create a greater impact for soaps. She explains, "The audience is hungry for romance. And songs always help create a greater chemistry between two characters. Interestingly, the TRPs are much higher whenever we use songs for a romantic scene. The response is greater in comparison to thrillers."

But why reproduce Bollywood numbers? "Serials like 'Jassi Jaisi Koi Nahin' tried incorporating an original track in the show, but it did not work. Bollywood numbers have a higher recall value. It is more appealing to the masses than an original composition," says Nivedita.

Industry insiders reveal that to use an original Bollywood track in soaps one has to buy the rights depending on the frequency of use. According to sources, for a single track the production house has to cough up at least Rs 22,000 for a one-minute-track. That apart, one has to take the performing rights from IIMPA and from the music company.

Supervising producer of 'Saat Phere' on Zee, Abdul Kareem, says, "When you buy the original tracks, you can use it as frequently as possible." Nivedita quips in that sometimes the production house also changes the lyrics and uses a different singer to incorporate it in the show. "It all depends on what the rights are and how much we have paid the music company," she says.

While Prachi Desai, who plays Bani in 'Kasamh Se' on Zee, admits that the popular track 'Jiya dhadak dhadak... ' from Mahesh Bhatt's 'Kalyug' has become almost synonymous with Jai Walia (Ram Kapoor) and her character, she adds that "Bollywood numbers help in getting the emotions right. Apart from great lyrics, the tracks definitely add to the setting and the scene."

Kareem sums it up: "Tellywood always aspires to be like Bollywood. Economically, it is not viable for us to produce original tracks. But since Bollywood numbers are already a hit, we incorporate them in our storyline and it works wonders."