The quid pro quo system, often termed the casting couch syndrome, has been working in Bollywood for eons. With television coming of age in India, the phenomenon is making itself felt in the TV industry too, finds Vickey Lalwani. Bollywood has always been notorious for its big, bad wolves ready to bully aspiring babes in the business into bed with the lure of a meaty role. Whispered rumours also abound about increasingly ambitious starlets willing to shed more and more of their inhibitions to race ahead of their rivals in the industry.

Seen Sweta Keswani lately? Caught up with her at a coffee shop and she was looking a million bucks in a short top and tight pants! No extra weight, squeaky clean skin, cool smile and vibrant body-language. Her decision to opt out from both <em>Kahaani Ghar Ghar Kii</em> and <em>Des Mein Niklla Hoga Chand</em>- despite both Ekta Kapoor and Aroona Irani keen that she continue- has done her a world of good. "I have cut down on carbs and am eating lots of proteins. Yehi hai mera raaz," she says.

Tulsi, Kkusum and Ramola are close buddies to many TV addicts. But can Smriti Iraani, Nausheen Ali Sardar and Sudha Chandran grow out of the shadow of these characters? They are young, talented, ambitious, and unfortunately…..branded for life. Is that a heavy price to pay for television stardom? Smriti Iraani, for legions of fans is Tulsi, the ideal bahu, Nausheen Ali Sardar, the homely Kkusum to millions and Urvashi Dholakia the crafty Komolika. The roles have grown on them, with them, and in reverse osmosis, the actors have become the part.