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notjustinfo.com |
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Knowledge centre for MBA students. |
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Repositioning MGR in
the Cyber Age: Erandayirathil Oruvan WhiteArrow News Service, January
2000
MG Ramachandran, popularly known as MGR ruled not only
Tamil Nadu but also the entertainment industry. MGR, the Indian Origin Sri Lankan,
in his times was known as the man in a thousand, a famous Tamil terminology
Ayirathil Oruvan. Through the powerful media called cinema, MGR created
history. He used his films as an effective communication tool. He conveyed
several socio-economic ideas through his films. His communication was further
strengthened through the songs of his films, which are still popular in both
urban and rural centres. In fact, even today video tapes of his films like
Enga Veetu Pillai gains record sales, according to Mr Rajendran, Proprietor,
Raj TV and Raj Video Vision, Chennai. The relevance of MGR in the context of year 2000 is that
he is the man in the year 2000 or Erandayirathil Oruvan. Identifying this, a
tribute concert along with many entertainment activities to find a synergy
and reposition MGR in the cyber age is taking place in Tamil Nadu. The event is a mix of three concepts: MGR Erandayirathil
Oruvan Film Festival, MGR Erandayirathil Oruvan Night and MGR Erandayirathil
Oruvan Album. The film festival features all time-hit films of MGR back
to back in 10 cities of Tamil Nadu for a period of one week (January 7 to
January 13, 2000). There are seven different films across one week in each
city and four shows per day aggregates to 308 screenings during the festival
of MGR cinema. On Seventeenth January 2000 - on the birthday of Tamil
cinema Hero - there will a Heroes day celebration and its going to be a party
time. Unlike other star nights, this event will be an idea driven
entertainment show. There will be a MGR fashion and fight show. How can there
be party without music? Yeah! there is a different musical concert to he held
on the same day at IIT Stadium, where one can listen to MGR songs with cyber
treatment. Chennai-based Raj TV will telecast the celebrations. MGR Erandayirathil Oruvan Album is unique. It gives cyber
treatment to eight selected MGR’s hit songs. The remix, quality of production
and the arrangement of music are geared to satisfy the youth of today. The
album vindicates the fact that style is a constant element even in today’s
cyber world; and the varying element is only the fashion. This quality album
is presented by the Chennai-based music factory called Bodhi n Soul. MGR as a personality outside cine industry is considered
only as MGR. However, when the name MGR is connected to entertainment, he is
not perceived as a single individual. Four individuals put together forms
MGR: Kannadasan, MS Viswanathan, TM Sowndararajan and MGR. The mass,
especially the rural segment can associate with MGR only if he is presented
in an unified manner. In the MGR Erandayirathil Oruvan Album, the Kannadasans
lyrics, MS Viswanathans melody and MGR were retained. But, the only missing
element in the album is the authoritative voice of TM Sowndararajan (or
rather MGR). The Erandayirathil Oruvan event comes from South India
Cultural Centre (SICC), a Chennai-based NGO which is committed to the
development of fine arts and culture in the South India, of which Kavignar Vairamuthu
is the President. The event is managed by Cuecom Entertainment and the ground
logistics is taken care by The Real Entertainment Company. |
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