She not only rules the Hindi entertainment channels, TV tycoon Ekta Kapoor is also one of the leading producers of southern television shows and has now joined hands with STAR to create software in three regional languages.
"I've already got offices in Chennai, Bangalore and Hyderabad. We make original serials for south Indian channels with southern actors. They are shot in that part of the country and are not remakes or rip-offs," Ekta said in an interview.
The serial-maker says her southern soaps are far more dramatic.
"The serial that became 'Ghar Ek Mandir' in Hindi was our No 1 soap in the south. Our serials for the southern market are far more dramatic than their Hindi counterparts. The locations are more rustic. And yes, I'm one of the leading producers on south Indian television."
Ekta's Balaji Telefilms will now produce southern serials for STAR.
"We at Balaji won't only be the content providers we'll also be co-owners. We'll have creative control over the quality of the shows. We know what kind of content works in the south. So we've taken on the responsibility of providing the right kind of content on behalf of STAR. In a couple of years we hope to create the same kind of partnership with channels for our Hindi soaps too."
Apparently, Balaji has paid $12 million for the rights of this partnership.
"The amount is not off the mark," chuckled Ekta.