How Tamil web-series ‘Vallamai Tharayo’ bridges the gap between digital and TV content

Who are Abhi and Siddhu and why is this on-screen couple the topic of much discussion online?

If you have been watching Tamil web series
Vallamai Tharayo Billed as India’s first digital daily series, every evening on YouTube, you’d know why.

Starring Shali Nivekas, VJ Parvathy, Kaushick and Vivek Rajagopal among others.
Vallamai Tharayo has just crossed borders – its dubbed version hit the Telugu screens via Eenadu TV where it is airing as part of its prime time schedule. This is significant because it is probably the first time that a program “for YouTube” has been broadcast on television.

“It is the acceptance of a digital product by the television media. We wanted the excitement of a digital series without losing the core of television,” says B Srinivasan of Vikatan Group, which made the series with Motion Content Group along with YouTube. To ensure a perfect marriage of the two platforms, they roped in V Thiruselvam, who helmed the hit TV soap.
Kolangal while Chidambaraman Manivannan, who has experience with web series, will work on the script
emergency was chosen as director.

The core of the series deals with patriarchy;
Vallamai Tharayo When parents unwittingly push their daughter into an unbalanced marriage and how she comes up with it, she makes her own way. “Youngsters have connected with the characters,” says Chidambaram, “Recently, when we went to a restaurant, a lady came up to us and approached Kaushik (who plays Siddharth) and scolded him for troubling Abhi. He was starting to see these artists as characters. That meant a lot to us.”

One of the reasons for this, according to him, is the casting. “Before we started, we connected a lot of familiar faces from YouTube,” he says, “but we didn’t particularly want to cast people who were known for their TV appearances, because we wanted it to look like a web series.”

The basic story of
Vallamai Tharayo Srinivasan’s wife gave birth to Radhika after being inspired
chup , a collection of interviews by Deepa Narayanan, who talks about how patriarchy has crept in on the Indian woman. “Now we are also talking to Malayalam channels to do a similar move for Telugu, and Hindi producers and channels to remake this in Hindi,” added Srinivasan, who produced it.
November Story For Disney+Hotstar.

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