Dada Saheb Phalke, Raj Kapoor, Sunil Dutt, Satyajit Ray, Dilip Kumar, Amitabh Bachhan, Aamir Khan — the list of legends and living legends in the world of films is endless.

However, there is no such ruling name found in the world of television. There is no one particular actor who has an image beyond a particular character even if it's a big name as Smriti Iraani, Ronit Roy or Sangeeta Ghosh. In the world of television it's the character that is big and not the actor.

Therefore, serials like Sujata, Mere Apne etc haven't fared well in spite of the presence of stars in lead roles. Maybe that's the reason why the producers and the channels don't mind introducing new faces in strong characters and big budget serials.

"Nobody is permanent in the television world. The act can be permanent but the actor cannot. I myself have introduced many fresh faces like Renuka Shahane, Raju Kher etc on television. Where are they today, " says veteran producer-director Ravi Rai.

Another veteran producer Dheeraj Kumar, too, feels the same. "Television stars have got a small life span. I had done a film named Raaton Ka Raja with Rekhaji in the lead in December 1969. And you can see that Rekhaji and Amitabhj are still working in films. But in TV things like that never happen, " explains Dheeraj Kumar.

This explains the reasons behind the hoard of new faces hitting television screen every year in serials like Saat Phere, Kasamh Se following to Betiyaan and Solah Sringar very fairly.

Sanjay Wadhwa, the producer of the hit soap Saat Phere and other soaps namely, Paraya Dhan and Saathi Re, explains in a one liner, "Everything has its value for a certain time only."

He has his successful track record of hitting the jackpot in Saat Phere with the unconventional new actress Rajshri Thakur and trying to repeat the magic with Gauri Nigudkar and Parakh Madan in Paraya Dhan and Saathi Re respectively.

Marketing is an integral part of the television industry. If the channel's marketing team finds a new face they would promote him or her instantaneously. Even viewers like seeing fresh faces on television.

Once an actor signs a daily soap, newspaper and media offer him/her the instant fame. The media follows him everywhere. Which gym he goes to, which restaurants he likes to visit, all nitty-gritty of his daily life is being reported.

Obviously the more you see a face, the more it gets closer to you and funnily the process is known as hammering in the entertainment business world.

"But as the process offers easy fame to all the new faces coming on television, the same process hastens the further processing of removing their names from audience's mind, too, " says director Hemant Prabhu.

It's possibly because people get habituated with calling each TV actors with the names of their characters and slowly but steadily, their reel life names shadow that of their real life.

It looks like, if all goes well, a TV star shines but only in his debut serial. "A film can be a hit because of Shah Rukh Khan. But television is basically recognised by a banner, like Ekta Kapoor's serials come with a certain promise.

In television the actors are not known by their acting skills but by the production houses they are associated with. The best example of this is Mihir (Amar Upadhya).

Everybody knows what happened to him once he developed a fake belief that Kyunki Saans Bhi Kabhi Bahu Thi is a hit due to him. He is not to be seen anywhere now, " explains Ravi Rai.

Take for example any other television star and the reality will instantly be cleared before you.

Even the immensely popular Smriti Irani is almost nothing beyond the image of Tulsi. All in all, faces on television, whether they are stunningly new or exclusively well known, are all bound to get famed and forgotten within that small screen only.