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Balaji Telefilms: A Success Story |
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"I get a kick when people react to the characters I have created. The power to make people cry, laugh and dream constantly amazes me." "It's been seven years of hard work. But I've enjoyed myself." - - Ekta Kapoor, Associate Director, Balaji Telefilms, in 2001. Making WavesIn February 2001, in a totally unprecedented manner, Indian television viewers protested against the plot of a TV serial. The offices of Balaji Telefilms (Balaji), a leading television software production company, were swamped with e-mails, faxes, telephones and letters protesting against the 'death' of a popular character from the daily soap1 'Kyunki Saas Bhi Kabhi Bahu Thi' (KSBKBT) aired on Star Plus (Star).
Much before all this, Balaji had become a much-talked about company due to its unprecedented success during 2000-01.
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1] The term 'soap,' for a television serial was coined by the press media in US in the 1930s to denote the extraordinarily popular genre of serialized domestic radio dramas. This was extended to television serials later on. The term was originally coined as 'soap opera' due to the sponsorship of such programs by manufacturers of household cleaning products. |
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