Joined: 20 June 2006
|Never-ending prime time sagas|
|Why are the audience, advertisers, production houses and channels hooked to long-running shows on TV?|
|SOMASHUKLA SINHA WALUNJKAR|
|Posted online: Sunday, July 02, 2006 at 0000 hours IST|
| Six years ago, on this day, the fortunes of a general entertainment channel changed for good, a production company's bottomlines improved, many stars twinkled in the television firmament and long-running Indian soaps came to be the order of the way. Traditional homegrown protagonists, scheming in-laws, devious other women with interesting accessories, completed the 'happy family picture' that fetched channels their TVRs. Sure there have been many times in the six years since the three-hankie tearjerkers redefined the mores of Indian television but audiences (and advertisers) still faithfully cling to long-running soaps (think Star Plus' Kyunki Saas Bhi Kabhi Bahu Thi, Kahaani Ghar Ghar Ki, Kasauti Zindagi Kay, Kahin To Hoga, Kumkum, Bhabhi, Sony's just packed up-three year old Jassi Jaissi Koi Nahin, 8-year old CID and Zee's now-off air Astitva and Piya Ka Ghar which aired for two years, Tumhari Disha which is one and half year old, Star One's soon-to-conlude Remix which is almost two years old, Sahara One's Woh Rehnewali Mahalon Ki which is over a year old). Predictably most of their audience share in TAM also proves that suitable dramatic twists, a mandatory 20-year leap in the story and repackaging works wonders.
This has, been after all Ekta Kapoor's (of Balaji Telefilms) staple strategy to rejuvenate these serials from time to time. She says, "Shows like Santa Barbara and Dallas have run into decades and have their share of fans. In India, it's gladdening to have people connect to soaps for six years, it shows that if a story is well-told the audience is loyal to the show."
Kapoor sums it up: "You have to keep the audience rivetted. So, an element of freshness is important, even in six-year old shows." That in turn gives channels a prime time winner!
Joined: 17 October 2005
Joined: 27 January 2005
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