Monday, 21 September 2009


TV Serials and reality shows return with a complete make over. Why? Explains Cable Quest.
Television in the recent years has emerged as the biggest Infotainer. It comes with a complete package carrying information along with entertainment .Programmes telecast on the number of general entertainment channels (GEC) clearly project the paradigm shift in the viewers choice. ‘Saas bahu’ sagas loosing the TRP made senior executives of some of the popular GEC’s to conduct a research. The fiction as well as non fiction content had enough potential to tap. The channels innovated with the plots. The entire gamut of serials on various channels have female protagonist but in a different ‘avatar’.

The sexy sirens and brainless bimbos in designer sarees and fake lashes have given way to women of substance. The TRP is now directly dictated by the viewers as the loyalty has shifted to programmes rather than channels. The content of serials, reality shows and talk shows have returned with a new make over.
Star Plus came up with two chart busters ‘Bidaai’ and ‘Yeh Rishta Kya Kehlata Hai’. ‘Bidaai’ gave a due share to betis as no bahus enjoyed the central place. The story revolved around two cousins, one fair and the other dark. No sibling rivalry was projected rather it glorified traditional values like respect to the elders and adjustments in the relationships.
‘Yeh Rista Kya Kehlata Hai’ on the other hand encouraged arranged marriage that was totally missing from the ‘K’ soaps. Started in January the serial topped the charts in June. There was no plotting women or make belief world rather it portrayed the day to day reality. The female protagonists of both the serials were like girl next door. Still, the serial topped the charts in June.
Zee TV followed suit with ‘Hum Sabki Laadli Bebo’based on the father daughter relationship and winning over relationships through adjustment and inherent goodness. Success of serials like ‘Agle Janam Mohe Bitia Hi Kijo’ and ‘Aapki Antara’ proved that viewers want something substantial and meaningful. The theme of autism and female trafficking clicked with the viewers and pulled up the soaring TRP of ZEE. Historical marvel comes alive as ‘Jhansi Ki Rani’on Zee. ‘Balika Vadhu’ on colors took up the issue of child marriage. 
It created history by killing the TRP of ‘Kyonki Saas Bhi Kabhi Bahu Thi’. The story caught the viewers fancy. Though Minister Sharad Yadav demanded to ban the serial as it encouraged child marriage. But, that’s another story. Sony on the other hand focused on females aged between 12 to 35 yrs. Two serials ‘Ladies Special’ and ‘Bhaskar Bharti’ are contemporary yet family oriented. Reality shows today enjoy the highest TRP. Earlier reality shows were telecast on weekends but now they are a regular. Shows liked ‘Sach Ka Saamna’, ‘Iss Jungle Se Mujhe Bachao’ and ‘Kiran Ki Kachehri’ can give any serial a run for their money. Success of ‘Rakhi Ka Swayambar’ indicates that Indian weddings are an all time favourite. Telecast of the newly released films like Jodha Akbar and Ghajini have added to the viewership. Not everyone can afford the tickets for multiplexes. If we consider the GEC’s in South the trend followed is the same. 
Even the Advertising Industry has got a major boost due to the GEC’s.’ Advertising on Hindi GEC’s accounted for 8%of the total Ad volumes on Indian Television in 2008.’ According to the Television Audience Research Agency TAM Media Research Pvt Ltd. A recent report by Pricewaterhouse Coopers show that in 2008 firms spent Rs 8,420 crore on TV Advertising. The popularity of the show is now episode based. Celebrities use the talent hunt shows or talk shows as a promotion ground for their movies or music release. For example Shahid and Rani Mukherjee made a special appearance on a talent hunt show to promote ‘Dil Bole Hadippa’. ‘
USP of Dus Ka Dum’ is that it is one show that involves a common man like doodh wala or dabba wala. It is complete entertainer as actor Salman Khan behaves like a common man himself. Whenever a celebrity like Katrina comes the TRP increases. Same goes for ‘Tere Mere Beech Mein’ a show hosted by Farah Khan. Priyanka Chopra and Shilpa Shetty get emotional while discussing their personal life. So the advertisers get a prime time according to the TRP. Television Industry has a lot on its platter. No doubt its here to stay.


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