MUMBAI: Malayalam language channel Asianet is getting into in-house production of serials, joining a trend already started by ETV Networks in the South.

"The initiative is meant to develop Asianet's in-house production centre as an effective resource for producing soaps. If it works, we will do more fiction based programmes and telefilms inhouse," says Asianet vice president programming Sreekantan Nair.
For the comedy serial Santhanagopalam, Asianet is using its own production team. The script is written by Nair himself. Only the director and the star cast have been outsourced. The show is placed in the 9:30 pm slot (Monday to Friday) and will launch on 10 January.

Asianet wants to assess the quality and production value with this venture. "This is an experimental venture. Since we had the necessary resources, we took up this project. We want this show to compete with the outsourced serials," says Nair.

Speaking on the advantages of having a soap as in-house production, Nair offers, "This will help us to keep everything under control. We can change the script and the product and can even wind up the show if required."

Asianet, however, will continue to commission private producers for most of its shows. "We haven't planned any more in-house projects yet. We will see how this turns out. But outside production houses will continue to supply content on our channel," says Nair.

In the southern region, ETV has been using its internal team to produce fictional programmes . The majority of the soaps aired on ETV Telugu, for instance, are produced in-house.