Breaking new ground in Tamil storytelling: from YouTube Originals to TV serials

The Hindu

6 days ago

With OTT platforms opening doors for new genres of storytelling, YouTube Originals is shaping a fresh era of Tamil content with bold themes, relatable stories rooted in everyday life, and homegrown talent.
In line with many production houses in other languages, Radaan Mediaworks India Limited, a prominent production house in south India, has stepped into a new media platform and is creating YouTube Originals. Led by actor and Radaan Mediaworks managing director and chairperson Radhikaa Sarathkumar, the production house will release its next venture, Taj Mahal, on August 1 at 6 p.m.
With increasing mobile viewership, direct access to global audiences, and monetisation tools like advertisements, production houses like Radaan are creating original content with storylines tailored for the new-age audience. The web series, Taj Mahal, will be premiered directly on Radaan Mediaworks' YouTube channel, which has nearly 18.2 lakh subscribers.
The teaser released recently offers a glimpse into the tale of love woven with layered emotions. Ansari, who has helmed the web series, hinted that the story revolves around an interfaith couple, who move to an unfamiliar city seeking a fresh start, and their struggles to survive.
The cast includes Kumaran, Siragadikka Aasai serial fame Sangeetha Leonis, and many social media influencers. Veteran newsreader Nijanthan has also played a key role. 'This is my third series with Radaan, which always set benchmarks in storytelling. The previous romantic series, Kadhalum Katru Mara, clocked nearly 11 lakh views. Taj Mahal is an emotional drama set against both rural and urban backdrops and has unexpected twists,' said Mr. Ansari.
The key advantages of YouTube Originals are its direct access to audience, instant feedback from viewers through comments, and sharing content that is freely accessible, he said.
'We have planned 10 episodes, and each one is 23-25 minutes long. We are also planning to edit episodes and release it as a movie in two parts,' said Mr. Ansari.
Unlike traditional serial formats, these projects aim to explore diverse narratives and give opportunities to emerging talents to create stories that connect with viewers. With budget constraints often limiting the scale of production, local marketers must step in to support content creators of YouTube Originals, Mr. Ansari added. While Jaya K. Doss has composed music for the web series, Pavel Nalini Natarajan has worked as the cinematographer.
A compelling daily soap
With a fresh wave of engaging storylines and strong relatable protagonists, Tamil television continues to raise the bar for daily entertainment to keep loyal serial fans hooked. The latest to join the league of compelling daily soaps is Chinnanchiru Kiliye, a Zee Tamil serial that is already striking a chord with viewers for its emotional depth and a strong female lead.
The serial targets to break stereotypes with a powerful narrative that highlights the struggles and aspirations of relatable characters and offers many unexpected twists. Actor Swathika plays the role of Indhu, a strong-willed woman who juggles multiple jobs to support her family. From tutoring schoolchildren to delivering milk packets and working as a bike taxi driver, Indhu takes on every challenge. Her two-wheeler, which she calls Bharathy, is her trusted companion.
Amidst her daily hustle, Indhu dreams of becoming a teacher. However, her life takes a turn when she marries Karnaa. Actor Naresh plays the role of this fierce man with a mysterious past.
As Indhu embarks on a new phase of her life, she finds herself at odds with the rigid expectations of her husband's patriarchal household. The story unfolds as she treads the fine line between preserving her identity and adapting to a world that demands conformity.
Actor Madhumitha, popularly known as 'Jangiri' Madhumitha, and actor Abitha, recognised for her role in Tamil movie Sethu and popular TV serial Thirumathi Selvam, Gayathri, and Rowthiram Syed have also been roped in to play key roles in the serial. The serial is aired at 7 p.m. from Monday to Friday.