The rules of marketing undergo significant changes, as time passes by. From a seller-dominated market to a buyer-dominated market, it has come a long way to ultimately crown the consumer. Other ancillary functions like marketing communication and advertising undergo a sea-change. So, “blowing one’s trumpet” is no more the way of selling, as everyone, right from the consumer to the competitor, is well equipped with information, facts, and figures.
The dramatic shift in marketing is characterized by the advertising language that uses the tone of informing than selling. In today’s world a seller needs to be proactive, anticipate changes, and create awareness among the community. To reach everyone in the right time, place and to convince and provide a multitude of options is the goal of every seller and marketer. Content Marketing empowers one to do that.
What is Content Marketing?
Content Marketing is the creation of engaging, compelling, and customer-centric content, effective use of various modern media (internet, website, blogs, social media marketing) to communicate the focused information to target buyers. Content marketing is an improvement over traditional marketing (print, advertising, and magazine) and yields fantastic results at nominal investments and minimal maintenance costs.
To be explicit, content marketing involves viral marketing for your campaigns – remember the SMS virus created by BJP asking people to vote them to power, during the 2004 elections or the electoral magic created by Obama through effective campaigning in social networking sites and online media? The intended communication reaches the target audience through the click of a mouse. A successful content marketing strategy involves offering information products to end-consumers. Servicing customers, achieving increased user satisfaction in a highly competitive scenario amidst expanding overseas presence is possible easily through content marketing.
Content Marketing industry
Content Marketing is a multibillion dollar industry. There is a thin line between Content Marketing and Traditional Marketing. It is not a substitute but a supplementary function that improves the effectiveness of the latter, phenomenally. A point to be noted is that most of the newspapers, magazines, and even advertisement agencies and TV channels have established an online presence. Having embraced the philosophy of integrated marketing communication, they are offering the benefits offered by content marketers in addition to what they have been offering from time immemorial. However, there are niche areas like Search Engine Optimization and Pay Per Click (PPC) that only content marketers offer. Content marketing has enormous potential in terms of generating employment opportunities or simply put change the face of marketing.
The competitive edge
Why do the leading television channels play recorded videos of their programs in their websites? Why do magazines publish their news articles online and in social media marketing tools like Facebook? Why do CDs and DVDs accompany the media kits of corporate? Why do companies invest more and more money in creating their own content? Why are regional websites attaining popularity? Why are blogs and twitter posts in the limelight? Limited attention spans, constant urge for information on products are some of the reasons. Added to that is the viability to access content at any place and time – for instance travelers read mails during flight journeys. Content marketing helps reach the audience conveniently be it during their leisure or while attending a board meeting or even when driving a vehicle. It does not surpass traditional marketing, but helps your target audience access information in the shortest time span. Added to that, other factors like user-friendly language, mechanism of crisp communication and the possibility of providing actionable items are some of the factors that favor content marketing. For instance, there are options to read related posts or contact a subject matter expert by email or chat in most of the websites.
Adopting Content Marketing
A judicious mix of traditional and content marketing will help in achieving your company’s objectives or ROI from marketing budgets. That said, it is not easy to transform the mindset of a company’s top management to publish all their customer-centric information on the internet, or post thought leadership content on their inventions in a public-domain, more so in the case of traditional organizations. But one needs to communicate the success of solepreneurs, multinationals, and even non-profit organizations who have utilized this powerful medium to achieve marketing objectives by spending only a fraction of their marketing budgets. Above all making an effective use of the content marketing devices involves only a one-time investment and thereafter it is only maintenance and content creation costs, for instance in the case of a corporate website all that an organization needs to invest is in buying a domain name and for the initial layout, design etc. Organizations that fail to consider content marketing will lag behind their competitors, no matter the quality of their offerings, reputation in the market or any other factor that has been influential to the organizations growth, till now.
The future of Content Marketing
Content marketing is here to stay. But what will happen to it in the next ten years is anybody’s guess. Just like every technology or invention there will be improvements over Content Marketing. But, until anything of the sort happens, it is an important marketing mix. If you have not yet looked into implementing it in your company so far, it is high time you act upon it.
This article was published in STC(Society for Technical Communication) India's Newsletter(August Issue).
Wednesday, September 1, 2010
Courtrallam - The spa of the south
Everybody's talking about Coutrallam now. The irrepressibly majestic waterfalls have put the tiny town on the international tourist map. This also happens to be the best time of the year to visit Courtallam – the temperature is just right and the roar of the waters, which are infused with rare herbs, cascading onto your body is guaranteed to chase your stress away.
Here is the Guide to the place known variously as Tamilnadu's Niagara and the Spa of the South!
Situated in the foothills of the Western Ghats, Coutrallam is a part of the Podhigai Hills of Tirunelveli district in Tamilnadu. This is one of the few waterfalls in the country where tourists are allowed to bathe. A cool breeze, a drizzle and the imposing range of Western Ghats greet you when you enter Coutrallam. The annual 'Saaral Vizha' marks the beginning of the tourist season.
The Must-See Waterfalls are:
1) Main Falls: This is the most popular and perennially crowded waterfall in the region. When water cascades down at its full strength, the stretch equals the width of 15 persons standing next to each other!
1) Main Falls: This is the most popular and perennially crowded waterfall in the region. When water cascades down at its full strength, the stretch equals the width of 15 persons standing next to each other!
2) Chittaruvi/ Forest Falls: Locals fondly call it the 'Bathroom Falls'. As the name signifies, you will find plenty of bathing rooms right beneath the falls, though only a few people can be accommodated at a time.
3) V.I.P/ Orchard Falls: Straight out of a beautiful dream – that is how picturesque the Orchard Falls are! But you require special permission from the tourism office to bathe here. Psst, several important personalities were denied the privilege.
4.) Five Falls:
Rated as one of the most popular falls, the temple nearby adds to the appeal. Water from the V.I.P Falls directly flows down here and gets diverted into five different falls and hence the name.
5.) Tiger Falls:
Untill 1950, water was flowing without restrictions here. But, thanks to the efforts of renowned industrialist Sri.Karimuthu
Thyagaraja Chettiar, the falls were made suitable for public bathing. He was the one who had constructed the tiger caves. It is believed that in those days, tigers use to rest in the caves at night.
6) Old Courtallam Falls:
Inaugurated by Shri K.Kamaraj in 1960 when he was the chief minister of the state, the Old Courtallam Falls has its own set of loyal fans.
7.)Shenbaga Devi Water Falls:
Named after the Shenbaga Devi Amman temple located nearby, water from the falls flows over a deep pool beneath. Dangerous rocks line in the floor of the pool. There have been several instances of deaths due to careless plunges. Still, even statistical displays of death tolls, haven’t stopped over-enthusiastic tourists from jumping in.
8.) Honey Falls:
Situated above Shenbagadevi Falls, you need to swim a few yards in a pool to bathe here. The falls are named after the cluster of bee hives above them.
9.) New Falls:
At an elevation of roughly 1000 ft, the New Falls are situated above 2 Kms from the Main Falls. The pristine waters and the sylvan landscape all around have ensured the popularity of the falls among tourists.
Apart from these, there are other waterfalls here which are in privately owned farmlands and gardens. Public transportation
is not available for all the waterfalls. You might have to trek.
A plethora of massage parlours dot Courtallam. For a taste of rustic boho, get a vigorous massage, bathe in the falls, have a spicy meal and sleep all the day exactly in that order.
Mythical Courtallam? Yes, that too!
When all the gods and goddesses converged at Mount Kailash to witness the celestial wedding of Lord Shiva and Parvathi, their combined weight was so heavy that the northern plate tilted. Lord Shiva summoned Maharishi Agasthya and asked him to proceed south of the Vindhyas to balance the weight. So immense was the Maharishi’s yogic powers that the north-south balance was quickly restored.
With his divine vision, Agastya witnessed the wedding right from Courtallam. There are many who still believe that he still lives in the jungles.
Another narrative has it that the deity at Courtrallanathar temple was initially that of Lord Bramha. It was later transformed into the deity of Lord Vishnu. In its current form, it is the deity of Lord Shiva. The Lord and his Consort are Parvathy are known here as Courtalla Naadhar and Kuzhalvaimozhi. Courtallam is also known as ‘Chitra Sabha’, one of the five celestial dancing halls in which Lord Natraja performed his divine dance.
References to the Courtallam temple are found in the literary compositions of the last Sangam era. Many miracles are attributed to the place. In the year 1949, a 12-year-old speech-impaired girl named Meenakshi suddenly found herself cured of the disability. Devotees believe that Mother Parvathy had cured the little girl. The fact that the news was published in London journal named ‘prediction’ in 1950 might make you want to reconsider the instinct to dismiss it as gossip.
The Europeans were the first to call it the ‘Spa of the South’. In memory of Lord Casa Major, a neighbouring village was named Kasimejapuram. You will also find many magnificent bungalows built by the English officers of the East India Company and the subsequent rulers. The British were also the ones who had constructed the arch through which water flows to the main falls.
Water conservation:
There are about 70 tanks to save the water from the falls for irrigation and drinking. Courtallam hills also boast of about 350 rare and exclusive herbs.
Accommodation and Food:
There are as many as seventy lodges, 100 hotels and 450 houses with paying guest/ cooking options to choose from. Book in advance, else you might not find a place to stay! Visitors often end up buying properties in the area to construct expansive retreat-style homes.
You might find the local cuisine very spicy. Fret not, because all the extra spice will prepare your body for the cold waters!
Prominent places of stay are:
1.) Isakki High View Resorts-04633283773
2.) Kurinji Villa – 04633 083267
3.) Dalavoi House – 04633 283027, 04633283447
4.) Hotel Tamilnadu – 04633 283003
Shopping…..
Don’t expect to do any exotic souvenir shopping in Courtallam. Still, you might want to buy fruits like mangosteen, custard apple and of course , the local spices. Chilli bajji is the most popular local snack. And don’t forget to treat yourself to the inimitable Tirunelveli Halwa!
Season:
June to August is the peak season for tourists, but the best time to visit is September. This is the month when Courtallam is not very crowded and you can enjoy your trip in leisure. It is not a good idea to visit Courtallam between October and December; the water would freeze your bones!
Other places of interest near Courtallam:
Kasi Viswanathar Temple: 5 Kms
Milk Falls at Ariyankavoo , Kerala : 30 kms
Upper Dam at Papanasam : 54 Kms
Nellaiappar Kovil at Tirunelvelli : 60Kms
Kanyakumari : 140 Kms
Transport:
Madurai Airport is 120 kilometers away while Trivandrum Airport is 160 Kilometers away from Courtallam.
This article was published in RITZ magazine.
Here is the Guide to the place known variously as Tamilnadu's Niagara and the Spa of the South!
Situated in the foothills of the Western Ghats, Coutrallam is a part of the Podhigai Hills of Tirunelveli district in Tamilnadu. This is one of the few waterfalls in the country where tourists are allowed to bathe. A cool breeze, a drizzle and the imposing range of Western Ghats greet you when you enter Coutrallam. The annual 'Saaral Vizha' marks the beginning of the tourist season.
The Must-See Waterfalls are:
1) Main Falls: This is the most popular and perennially crowded waterfall in the region. When water cascades down at its full strength, the stretch equals the width of 15 persons standing next to each other!
1) Main Falls: This is the most popular and perennially crowded waterfall in the region. When water cascades down at its full strength, the stretch equals the width of 15 persons standing next to each other!
2) Chittaruvi/ Forest Falls: Locals fondly call it the 'Bathroom Falls'. As the name signifies, you will find plenty of bathing rooms right beneath the falls, though only a few people can be accommodated at a time.
3) V.I.P/ Orchard Falls: Straight out of a beautiful dream – that is how picturesque the Orchard Falls are! But you require special permission from the tourism office to bathe here. Psst, several important personalities were denied the privilege.
4.) Five Falls:
Rated as one of the most popular falls, the temple nearby adds to the appeal. Water from the V.I.P Falls directly flows down here and gets diverted into five different falls and hence the name.
5.) Tiger Falls:
Untill 1950, water was flowing without restrictions here. But, thanks to the efforts of renowned industrialist Sri.Karimuthu
Thyagaraja Chettiar, the falls were made suitable for public bathing. He was the one who had constructed the tiger caves. It is believed that in those days, tigers use to rest in the caves at night.
6) Old Courtallam Falls:
Inaugurated by Shri K.Kamaraj in 1960 when he was the chief minister of the state, the Old Courtallam Falls has its own set of loyal fans.
7.)Shenbaga Devi Water Falls:
Named after the Shenbaga Devi Amman temple located nearby, water from the falls flows over a deep pool beneath. Dangerous rocks line in the floor of the pool. There have been several instances of deaths due to careless plunges. Still, even statistical displays of death tolls, haven’t stopped over-enthusiastic tourists from jumping in.
8.) Honey Falls:
Situated above Shenbagadevi Falls, you need to swim a few yards in a pool to bathe here. The falls are named after the cluster of bee hives above them.
9.) New Falls:
At an elevation of roughly 1000 ft, the New Falls are situated above 2 Kms from the Main Falls. The pristine waters and the sylvan landscape all around have ensured the popularity of the falls among tourists.
Apart from these, there are other waterfalls here which are in privately owned farmlands and gardens. Public transportation
is not available for all the waterfalls. You might have to trek.
A plethora of massage parlours dot Courtallam. For a taste of rustic boho, get a vigorous massage, bathe in the falls, have a spicy meal and sleep all the day exactly in that order.
Mythical Courtallam? Yes, that too!
When all the gods and goddesses converged at Mount Kailash to witness the celestial wedding of Lord Shiva and Parvathi, their combined weight was so heavy that the northern plate tilted. Lord Shiva summoned Maharishi Agasthya and asked him to proceed south of the Vindhyas to balance the weight. So immense was the Maharishi’s yogic powers that the north-south balance was quickly restored.
With his divine vision, Agastya witnessed the wedding right from Courtallam. There are many who still believe that he still lives in the jungles.
Another narrative has it that the deity at Courtrallanathar temple was initially that of Lord Bramha. It was later transformed into the deity of Lord Vishnu. In its current form, it is the deity of Lord Shiva. The Lord and his Consort are Parvathy are known here as Courtalla Naadhar and Kuzhalvaimozhi. Courtallam is also known as ‘Chitra Sabha’, one of the five celestial dancing halls in which Lord Natraja performed his divine dance.
References to the Courtallam temple are found in the literary compositions of the last Sangam era. Many miracles are attributed to the place. In the year 1949, a 12-year-old speech-impaired girl named Meenakshi suddenly found herself cured of the disability. Devotees believe that Mother Parvathy had cured the little girl. The fact that the news was published in London journal named ‘prediction’ in 1950 might make you want to reconsider the instinct to dismiss it as gossip.
The Europeans were the first to call it the ‘Spa of the South’. In memory of Lord Casa Major, a neighbouring village was named Kasimejapuram. You will also find many magnificent bungalows built by the English officers of the East India Company and the subsequent rulers. The British were also the ones who had constructed the arch through which water flows to the main falls.
Water conservation:
There are about 70 tanks to save the water from the falls for irrigation and drinking. Courtallam hills also boast of about 350 rare and exclusive herbs.
Accommodation and Food:
There are as many as seventy lodges, 100 hotels and 450 houses with paying guest/ cooking options to choose from. Book in advance, else you might not find a place to stay! Visitors often end up buying properties in the area to construct expansive retreat-style homes.
You might find the local cuisine very spicy. Fret not, because all the extra spice will prepare your body for the cold waters!
Prominent places of stay are:
1.) Isakki High View Resorts-04633283773
2.) Kurinji Villa – 04633 083267
3.) Dalavoi House – 04633 283027, 04633283447
4.) Hotel Tamilnadu – 04633 283003
Shopping…..
Don’t expect to do any exotic souvenir shopping in Courtallam. Still, you might want to buy fruits like mangosteen, custard apple and of course , the local spices. Chilli bajji is the most popular local snack. And don’t forget to treat yourself to the inimitable Tirunelveli Halwa!
Season:
June to August is the peak season for tourists, but the best time to visit is September. This is the month when Courtallam is not very crowded and you can enjoy your trip in leisure. It is not a good idea to visit Courtallam between October and December; the water would freeze your bones!
Other places of interest near Courtallam:
Kasi Viswanathar Temple: 5 Kms
Milk Falls at Ariyankavoo , Kerala : 30 kms
Upper Dam at Papanasam : 54 Kms
Nellaiappar Kovil at Tirunelvelli : 60Kms
Kanyakumari : 140 Kms
Transport:
Madurai Airport is 120 kilometers away while Trivandrum Airport is 160 Kilometers away from Courtallam.
This article was published in RITZ magazine.
KNOW YOUR BUILDER - Quality servicing and end-to-end solutions.
MDS Prabu
Gayathri Punjabi Mirza Director of KG Developers and Promoters talks on the fundamentals of real estate industry.
She happens to be one of the few woman leaders in the field. And more importantly she heads one of the biggest firms. Gayathri Punjabi Mirza says she was always involved with the industry and proudly informs us that she did her bachelors and masters in Real Estate Finance from USA. KG Developers and Promoters is one of the oldest companies that has completed more than one hundred projects since its inception… and carrying its success story ahead is gayathri leading the path set by her founder father.
“We help the buyer in everything right from tenanting to resale and we cater to both commercial and residential properties,” she tells us stressing on the priority of providing high quality services. She has a high regard for buyers and notes that they are knowledgeable and well exposed. Gayathri points out that one of their USPs has been to offer facilities for future and growing needs. “As a matter of fact we make use of high quality raw materials and we utilise those that are at least 3 or 4 times higher in quality than the standard ones,” she quips.
“Instead of buildings that face roads we construct in such a way that they face the inner side. This is an international model and it has been highly appreciated by property enthusiasts,” says she and adds that in their projects many facilities like clubs, gyms and other amenities are an in-built feature. Today people do not have the time practically to go out for each activity and therefore it is these areas we address to make a difference.”
While discussing about the kind of service they offer she says that a lot of planning goes behind the scene and that they have always ensured transparency with the clients.” We maintain relationships even after the project is completed,” she tells us. On the kind of sectors the builder targets, Gayathri says that they cater both to commercial and residential properties. Explaining about the kind of services that they undertake in IT projects she says, “We offer all modern infrastructure and amenities to the full satisfaction of the clients. For instance our mega project in Perungudi the landscape, exteriors and entrance have been constructed on the basis of eco friendly standards. It even has an independent service building.”
She also explains about their forthcoming-gated community project, KG Green Meadows in Velachery, “It is the first of its kind in the city with 100 semi detached villas. We have provided for a healthy living environment with oxygen parlours, jogging track, sauna, steam, foot reflexology pathways, amphi theatre and swimming pool. We have also put up hydraulic unique plumbing system that avoids the use of overhead tanks above each villa”.
On the scope of real estate market she is extremely optimistic and says that disposable income among people and the willingness to buy homes will always remain. When asked about the moves she would suggest for the benefit of the industry she called for better infrastructure development and private public partnership.
She has an important piece of advice to buyers “Choose your buyer with discretion and pay proper attention when you choose a location”.
This article was published in ET Madras Plus dated 6.4.2007.
Gayathri Punjabi Mirza Director of KG Developers and Promoters talks on the fundamentals of real estate industry.
She happens to be one of the few woman leaders in the field. And more importantly she heads one of the biggest firms. Gayathri Punjabi Mirza says she was always involved with the industry and proudly informs us that she did her bachelors and masters in Real Estate Finance from USA. KG Developers and Promoters is one of the oldest companies that has completed more than one hundred projects since its inception… and carrying its success story ahead is gayathri leading the path set by her founder father.
“We help the buyer in everything right from tenanting to resale and we cater to both commercial and residential properties,” she tells us stressing on the priority of providing high quality services. She has a high regard for buyers and notes that they are knowledgeable and well exposed. Gayathri points out that one of their USPs has been to offer facilities for future and growing needs. “As a matter of fact we make use of high quality raw materials and we utilise those that are at least 3 or 4 times higher in quality than the standard ones,” she quips.
“Instead of buildings that face roads we construct in such a way that they face the inner side. This is an international model and it has been highly appreciated by property enthusiasts,” says she and adds that in their projects many facilities like clubs, gyms and other amenities are an in-built feature. Today people do not have the time practically to go out for each activity and therefore it is these areas we address to make a difference.”
While discussing about the kind of service they offer she says that a lot of planning goes behind the scene and that they have always ensured transparency with the clients.” We maintain relationships even after the project is completed,” she tells us. On the kind of sectors the builder targets, Gayathri says that they cater both to commercial and residential properties. Explaining about the kind of services that they undertake in IT projects she says, “We offer all modern infrastructure and amenities to the full satisfaction of the clients. For instance our mega project in Perungudi the landscape, exteriors and entrance have been constructed on the basis of eco friendly standards. It even has an independent service building.”
She also explains about their forthcoming-gated community project, KG Green Meadows in Velachery, “It is the first of its kind in the city with 100 semi detached villas. We have provided for a healthy living environment with oxygen parlours, jogging track, sauna, steam, foot reflexology pathways, amphi theatre and swimming pool. We have also put up hydraulic unique plumbing system that avoids the use of overhead tanks above each villa”.
On the scope of real estate market she is extremely optimistic and says that disposable income among people and the willingness to buy homes will always remain. When asked about the moves she would suggest for the benefit of the industry she called for better infrastructure development and private public partnership.
She has an important piece of advice to buyers “Choose your buyer with discretion and pay proper attention when you choose a location”.
This article was published in ET Madras Plus dated 6.4.2007.
FESTIVE FARE - Rural Urban!
ET M+ takes a look at how the city deviates from the traditional norms of Pongal festivities…
MDS Prabu
Come January, and Chennaiites are all agog about Pongal, which, as we all know, is an embodiment of Tamil culture! But the question here, is about the spirit and attitude with which the festival is celebrated. While practical difficulties seem to be a great barrier for the celebration of the festival(due to space constraints), there are also a host of other issues that contribute.
J Hemalatha, a homemaker, says that the true spirit of Pongal is lacking. She blames the mushrooming of apartments, and also feels that the festival is merely restricted to the making of the much loved pongal. Similarly, subsequent celebrations like Maatu Pongal and Kaanum Pongal have no relevance at all within the precincts of the city. She does mention, however, that people are still courteous enough to pay respect to the ’God of the Sun’. "This culture has been inculcated in the minds of a majority of the youth," she says, with a smile.
For G Naveen Deepak, a software engineer with Altech Star Solution, the festival has nothing special to offer. He looks at it as a long weekend and an opportunity to catch up with friends. “I also catch up with the movies that release during this time," he says.
RS Damodaran, a businessman originally from Satthoor (a village down south), has been in Chennai for the past thirty years. He feels, "Whether it is the city or village, or even abroad, Pongal is a very special occasion." He says that his enthusiasm for the festival has increased during his stay in the city. He also reminisces about how he celebrated the festival in his native place. "We would get up very early in the morning," he recalls, "and offer prayers to God. Sugarcanes and other puja items would add fragrance to the serene atmosphere. Maatu Pongal was equally special and the youngsters would have a great time!"
Note : This article was published in ET Madras Plus dated 13.01.2007.
MDS Prabu
Come January, and Chennaiites are all agog about Pongal, which, as we all know, is an embodiment of Tamil culture! But the question here, is about the spirit and attitude with which the festival is celebrated. While practical difficulties seem to be a great barrier for the celebration of the festival(due to space constraints), there are also a host of other issues that contribute.
J Hemalatha, a homemaker, says that the true spirit of Pongal is lacking. She blames the mushrooming of apartments, and also feels that the festival is merely restricted to the making of the much loved pongal. Similarly, subsequent celebrations like Maatu Pongal and Kaanum Pongal have no relevance at all within the precincts of the city. She does mention, however, that people are still courteous enough to pay respect to the ’God of the Sun’. "This culture has been inculcated in the minds of a majority of the youth," she says, with a smile.
For G Naveen Deepak, a software engineer with Altech Star Solution, the festival has nothing special to offer. He looks at it as a long weekend and an opportunity to catch up with friends. “I also catch up with the movies that release during this time," he says.
RS Damodaran, a businessman originally from Satthoor (a village down south), has been in Chennai for the past thirty years. He feels, "Whether it is the city or village, or even abroad, Pongal is a very special occasion." He says that his enthusiasm for the festival has increased during his stay in the city. He also reminisces about how he celebrated the festival in his native place. "We would get up very early in the morning," he recalls, "and offer prayers to God. Sugarcanes and other puja items would add fragrance to the serene atmosphere. Maatu Pongal was equally special and the youngsters would have a great time!"
Note : This article was published in ET Madras Plus dated 13.01.2007.
COMIC CAPERS - All for laughs!
Movies are often remembered for their comedians. ET M + traces the evolution and relevance of comedy in Kollywood…
mds prabu
Be it the vazhaipazham joke in Karakattakaran, Nagesh’s funny lament in Thiruvilaiyadal or Vivek and Vadivel’s timing in the movies of recent times, comedy has played an indomitable role in Tamil cinema. Laughter as they say is the best medicine; no wonder then that some films make it big at the box office and are remembered solely for their comic scenes! Writer, actor and director K Bhagyaraj says that comedy was an independent element in movies until very recently, "Comedians did not have a major connection with the story or even the hero or heroine. This did not just apply to Tamil films, but also to Indian cinema in other languages. However, that is no more the case. People like K Balachender and I like to weave comedy along with the main storyline." He says that most often, comedians would appear at the meeting place of the hero and heroine, and gradually occupy a significant place in the story. He also feels that a lot of times, the comic element is added only because it provides relief to the audience.
Stressing that slapstick comedy will not stay long in the minds of viewers, he opines that situational comedy has greater impact. He remarks, "Parthiban and I have been able to bring comedy to the forefront, because we happen to write the script as well as direct the movie." Bhagyaraj adds "Comedy should also touch the heart and make judicious use of presence of mind." Present day comedy, he says, hasn’t changed much except for the improvements in technology. Says R Parthiban, actor and director, "The audience plays a major role in helping directors decide what comedy elements to use. When we discuss the storyline with four or five assistants, it becomes possible to understand the reaction of the audience and decide if a particular concept will be received well or not.” Veteran comedy actor YG Mahendran says, "The audience expects wholesome fun from comedians, but they manage to get away with any comments they pass." He also feels that comedy trends change once every 10 years, depending on the type and class of the film-going audience. In the present day comedy scenario, he comments that there are several top-class artistes but viewers are mostly subject to ordinary fare.
However, film historian Randor Guy is of an entirely different view. "A lot of the humour in the 30s and 40s had social content but today, it is not the case," he points out. He believes that the best days of comedy in Tamil films are over. He says that the quality of humour has diminished because they have accepted vulgar and repetitive jokes. In reply to that, one of the most popular comedians of recent times, A Vivek says, "Making a comedy is a no joke and one has to work hard towards it. We are always under pressure to produce something new in every scene." He believes that in those days, humorists were trained in both body and mind. "However, today, comedians have a mix of situational and verbal comedy," he tells us. What is the one thing that sets today’s comic sense apart from that of the yesteryears? "Timing is one of the main differences between the old days and the present. We have to deliver everything at a very quick pace to grab the viewer’s attention." He says that a script is very important to the success of a comedy and so are other factors like the situation and performance of the artiste. "There is no magic formula for the success of a comedy. It has never been possible to predict the success or failure of a particular comedy scene," he laughs. The bottom line is that the audiences have an important role to play in deciding the success of a comedian or a comic scene, because they have benchmarks and have seen great comedians come and go over the years. He believes that comedies that point at the obvious will not succeed and if people try to play with only body language or wit, it will not serve any purpose. "Comedy should also touch the heart and make judicious use of presence of mind," he comments.
In reply to that, one of the most popular comedians of recent times, A Vivek says, "Making a comedy is a no joke and one has to work hard towards it. We are always under pressure to produce something new in every scene." He believes that even with modern technology, we cannot replicate the comedy of legends like Charlie Chaplin, because in those days humorists were trained in both body and mind. "However, today comedians perform because of inspiration, and it turns out to be their style once it succeeds. Present cinemas have a mix of situational and verbal comedy," he tells us. What is the one thing that sets today’s comic sense apart from that of the yesteryears? "Timing is one of the main differences between the old days and the present. We have to deliver everything at a very quick pace to grab the viewer’s attention." He says that a script is very important to the success of a comedy and so are other factors like the situation and performance of the artiste. "There is no magic formula for the success of a comedy. Every time I perform, I keep my fingers crossed because it has never been possible to predict the success or failure of a particular comedy scene," he laughs. The bottom line is that the audiences have an important role to play in deciding the success of a comedian or a comic scene, because they have benchmarks and have seen great comedians come and go over the years.
Note: This article was published in ET Madras Plus dated April 13, 2007.
mds prabu
Sound bytes - The Radio Renaissance!
The radio industry has seen a revival, and is now back in the reckoning…
M D S Prabu
The radio boom is back, and it’s bigger than ever! In fact, it sometimes makes us wonder if people back in the 1940s (closer to its invention) used it as much as we do now! As on January 26th 2006, there were just three private players in the city, but in just a year, the numbers have increased manifold, to more than double! Mahesh Shetty, Station Director, Radio Mirchi explains, "Since radio has been able to relate to the changing tastes of the consumers in terms of music, movies and social events, it has been able to make a mark. This is also a personalised medium with special characteristics that are distinct from television or the internet." He says that the radio jockeys have been able to lend a personal touch and the popularity of FM has grown because other gadgets like mobile phones are now connected to FM channels. "Today radio programmes are aired even in cafes, restaurants and supermarkets," says Mahesh. He tells us, "The revenues have shot up drastically - by around 40% - in the past one year. Great frequency and high reminder values have made radio an integral part of every marketer. Radio Mirchi has jumped into leadership because of innovative programming and our direct link to Kollywood". Ajay Titus Alexander, an RJ with Radio Mirchi says that the listener now has varied choices and therefore there is neck-to-neck competition to deliver the best. "RJs have a lot of challenges. The constant innovation in terms of programmes and upbeat entertainment has helped the industry." Archana Ram, an RJ with Radio City tells us that one of the reasons for the growing popularity of radio is that the RJs are ’down-to-earth’ and not ’celebrities’ as in the case of other media. She says, "This connectivity factor gives them a personal touch." Ajay adds, "A radio listener need not necessarily be educated. This medium is powerful enough to carry its popularity through just word of mouth. The more the infotainment, the greater will be the number of listeners and this golden formula has sparked magic for the industry." Ibrahim Ahmed, Programming Head, Radio City however, feels that the impact of FM channels in the industry was too much until five years ago. "Though it is only in its infancy in India, things are bound to shape up soon and radio will start catering to a niche segment," he says. "We have to constantly supply information in tune with the listener. The last five years have seen a revolution in terms of listeners’ choice, programmes’ content quality and other important aspects, which have only made things better," he explains saying that the evolution has also been made possible due to cheap licenses, many players and systematic business models. R Srikanth who works as an Assistant Director feels that radio is able to quench his thirst for music even while on a drive and therefore it scores over other forms of media. "I would certainly spend more time on radio if news and current affairs were also included regularly," he says explaining what his expectations were from radio programmes. A Archana, a Postgraduate Physics student, University of Madras says, "Radio was certainly not my kind of entertainment until FM Channels came into the picture." She also reveals that it is very flexible since it does not interfere with regular work. "In fact, I prefer it to television and the Internet!" she exclaims. The radio industry sure has taken the city by storm!
Note : This was published in ET Madras Plus dated 2.2.2007.
M D S Prabu
The radio boom is back, and it’s bigger than ever! In fact, it sometimes makes us wonder if people back in the 1940s (closer to its invention) used it as much as we do now! As on January 26th 2006, there were just three private players in the city, but in just a year, the numbers have increased manifold, to more than double! Mahesh Shetty, Station Director, Radio Mirchi explains, "Since radio has been able to relate to the changing tastes of the consumers in terms of music, movies and social events, it has been able to make a mark. This is also a personalised medium with special characteristics that are distinct from television or the internet." He says that the radio jockeys have been able to lend a personal touch and the popularity of FM has grown because other gadgets like mobile phones are now connected to FM channels. "Today radio programmes are aired even in cafes, restaurants and supermarkets," says Mahesh. He tells us, "The revenues have shot up drastically - by around 40% - in the past one year. Great frequency and high reminder values have made radio an integral part of every marketer. Radio Mirchi has jumped into leadership because of innovative programming and our direct link to Kollywood". Ajay Titus Alexander, an RJ with Radio Mirchi says that the listener now has varied choices and therefore there is neck-to-neck competition to deliver the best. "RJs have a lot of challenges. The constant innovation in terms of programmes and upbeat entertainment has helped the industry." Archana Ram, an RJ with Radio City tells us that one of the reasons for the growing popularity of radio is that the RJs are ’down-to-earth’ and not ’celebrities’ as in the case of other media. She says, "This connectivity factor gives them a personal touch." Ajay adds, "A radio listener need not necessarily be educated. This medium is powerful enough to carry its popularity through just word of mouth. The more the infotainment, the greater will be the number of listeners and this golden formula has sparked magic for the industry." Ibrahim Ahmed, Programming Head, Radio City however, feels that the impact of FM channels in the industry was too much until five years ago. "Though it is only in its infancy in India, things are bound to shape up soon and radio will start catering to a niche segment," he says. "We have to constantly supply information in tune with the listener. The last five years have seen a revolution in terms of listeners’ choice, programmes’ content quality and other important aspects, which have only made things better," he explains saying that the evolution has also been made possible due to cheap licenses, many players and systematic business models. R Srikanth who works as an Assistant Director feels that radio is able to quench his thirst for music even while on a drive and therefore it scores over other forms of media. "I would certainly spend more time on radio if news and current affairs were also included regularly," he says explaining what his expectations were from radio programmes. A Archana, a Postgraduate Physics student, University of Madras says, "Radio was certainly not my kind of entertainment until FM Channels came into the picture." She also reveals that it is very flexible since it does not interfere with regular work. "In fact, I prefer it to television and the Internet!" she exclaims. The radio industry sure has taken the city by storm!
Note : This was published in ET Madras Plus dated 2.2.2007.
FESTIVE FARE - Rural Urban!
ET M+ takes a look at how the city deviates from the traditional norms of Pongal festivities…
MDS Prabu
Come January, and Chennaiites are all agog about Pongal, which, as we all know, is an embodiment of Tamil culture! But the question here, is about the spirit and attitude with which the festival is celebrated. While practical difficulties seem to be a great barrier for the celebration of the festival(due to space constraints), there are also a host of other issues that contribute.
J Hemalatha, a homemaker, says that the true spirit of Pongal is lacking. She blames the mushrooming of apartments, and also feels that the festival is merely restricted to the making of the much loved pongal. Similarly, subsequent celebrations like Maatu Pongal and Kaanum Pongal have no relevance at all within the precincts of the city. She does mention, however, that people are still courteous enough to pay respect to the ’God of the Sun’. "This culture has been inculcated in the minds of a majority of the youth," she says, with a smile.
For G Naveen Deepak, a software engineer with Altech Star Solution, the festival has nothing special to offer. He looks at it as a long weekend and an opportunity to catch up with friends. “I also catch up with the movies that release during this time," he says.
RS Damodaran, a businessman originally from Satthoor (a village down south), has been in Chennai for the past thirty years. He feels, "Whether it is the city or village, or even abroad, Pongal is a very special occasion." He says that his enthusiasm for the festival has increased during his stay in the city. He also reminisces about how he celebrated the festival in his native place. "We would get up very early in the morning," he recalls, "and offer prayers to God. Sugarcanes and other puja items would add fragrance to the serene atmosphere. Maatu Pongal was equally special and the youngsters would have a great time!"
MDS Prabu
Come January, and Chennaiites are all agog about Pongal, which, as we all know, is an embodiment of Tamil culture! But the question here, is about the spirit and attitude with which the festival is celebrated. While practical difficulties seem to be a great barrier for the celebration of the festival(due to space constraints), there are also a host of other issues that contribute.
J Hemalatha, a homemaker, says that the true spirit of Pongal is lacking. She blames the mushrooming of apartments, and also feels that the festival is merely restricted to the making of the much loved pongal. Similarly, subsequent celebrations like Maatu Pongal and Kaanum Pongal have no relevance at all within the precincts of the city. She does mention, however, that people are still courteous enough to pay respect to the ’God of the Sun’. "This culture has been inculcated in the minds of a majority of the youth," she says, with a smile.
For G Naveen Deepak, a software engineer with Altech Star Solution, the festival has nothing special to offer. He looks at it as a long weekend and an opportunity to catch up with friends. “I also catch up with the movies that release during this time," he says.
RS Damodaran, a businessman originally from Satthoor (a village down south), has been in Chennai for the past thirty years. He feels, "Whether it is the city or village, or even abroad, Pongal is a very special occasion." He says that his enthusiasm for the festival has increased during his stay in the city. He also reminisces about how he celebrated the festival in his native place. "We would get up very early in the morning," he recalls, "and offer prayers to God. Sugarcanes and other puja items would add fragrance to the serene atmosphere. Maatu Pongal was equally special and the youngsters would have a great time!"
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