In the past few years, there have been a slew of television soaps that are named after popular films. They managed to strike an instant chord with TV audience. They include Eeramaana Rojavae, Sembaruthi, Oru Oorula Oru Rajakumari, Neethanae En Ponvasantham, Rettai Roja, Mouna Ragam, Naam Iruvar Nanamaku Iruvar, Aramanai Kili, Kaatrin Mozhi, Bommukutti Ammavuku, Bharathi Kannamma, Raja Rani, Pagal Nilavu, Ayudha Ezhuthu, Adhae Kangal, Nenjam Marapathillai and Chocolate among others.
Is there a dearth for titles in small screen? Wonder why they opt for names from cinema? Trade analyst Krishnan, says, ”It is an easy way to reach the masses. Since the titles are already popular, they will catch the attention of all. A big question is whether they have obtained permission to use the same from the producers of these films. On many occasions, the title has no connection with the story and it is just a marketing gimmick”.
However, a producer of a mega serial on condition of anonymity, says, ”What’s wrong in using the titles? There is no legal hurdle to use them. Cinema is different and small screen is different. It has become the trend recently to name serials after movies”.
Prominent film producer Keyar has a different take. He says, ”Titles are considered a very important component of a movie. Many thoughtful days are spent in search of an appropriate title for the movie and after arriving at a few probable names to choose, a title is finalised and registered with the respective associations”.
”In case, the same title that one has chosen, has already been registered by some other producer or if a movie has already been released in the same name or if one needs that particular title for his movie, it is required to seek their written permission on requisite payments for the titles. A title is still considered a recognition for that movie, not alone for the producer, but for the director as well as the artistes community. There were situations even people got stimulated by the titles, that made them rush to the theaters. It is a joke that TV serials are freely using the movie titles”.
”In 1991, My maiden movie Eeramaana Rojave, that I had produced and directed released on Pongal. Eeramaana Rojave had a successful run spanning 125 days. But, now when I type my movie title in Google search, it is only the TV serial titled Eeramaana Rojave that pops up at the top. It is not limited to my maiden movie. Besides Eeramaana Rojave, my other movies like Irattai Roja, Poove Poochooda Vaa are all being used as serial titles. This is totally against professional ethics.”
”I will take required legal steps to ensure that my film titles are used randomly in small screen”, he adds.