Devon ke Dev Mahadev



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Joined: 02 March 2012

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Posted: 03 December 2012 at 8:57pm | IP Logged

Colors has announced the launch of Jai Jag Janani Maa Durga in the 7pm slot. While Life Ok's Mahadev continues its successful run at 8pm slot and Zee's Ramayan on the Sunday morning band also garners average viewership, afaqs! speaks to experts about the prospects of the new property.

While mythology was considered best suited for Sunday morning, Life Ok's Devon Ke Dev Mahadev was the first one to create hope for the evening time band in the genre. Recently, Colors has announced the launch of its mythological series, Jai Jag Janani Maa Durga in the 7 pm slot, replacing its daily soap, Kairi Rishta Khatta Meetha.

The show, produced by Sagar Pictures, the makers of Ramayan, Alif Laila and Shri Krishna, will showcase the avatars of goddess Durga in the various stages of her life.

The scheduling benefit

Jai Jag Janani Maa Durga

Is the channel running the show too early in the evening?

"Keeping the Tier 2 and Tier 3 cities in mind, the 7 pm slot is perfect," responds Divya Radhakrishnan, managing director, Helios Media.

Ashwini Kamath, general manager, Mediacom, Mumbai, seconds this and adds that 7 pm could be too early for the metros but in smaller towns, people tune into television as early as 6:30 pm.

It may be noted that some of the top rated shows have been featured on the early evening prime time slots, like Saathiya on Star Plus, which occupies the 6:30 pm band and Sasural Simar Ka on Colors at the 7:30 pm band.

Radhakrishnan adds that with this, the channel could be trying to build up the evening prime time series, with Sasural Simar Ka at 7:30 pm and BalikaVadhu at 8 pm. If the mythological property does well, it will be a chance for the channel to build up its audience base, starting 7 pm.

Vidhu Sagar, executive vice-president, Carat Media India opines that it has always been difficult to stretch the prime-time band in either direction: "We must note that the early prime time slots, that is, pre-8 pm, haven't been doing as well as the prime time. It is not easy to bring the traction to this time band."

Boon or bane?

The show is slated to be launched on a time slot that is just an hour before the telecast of Life Ok's mythological property, Devon Ke Dev Mahadev, at 8 pm.

Marketers strongly believe that Colors, despite being one of the top Hindi GECs, has not had a mythological show in its portfolio of late and this addition to the bouquet may be good for the channel. Also, some believe that Mahadev could actually drive the popularity of the new show, Durga and Shiva being deeply connected in Indian mythology.

Others say that the competition may even pull the viewership down due to the loyalty that Mahadev has garnered since its launch.

However, industry observers unanimously agree that one has to wait and watch the treatment given to the show. Sagar of Carat explains, "It is quite possible that the new show is well scripted and the production quality could be at par with that of Mahadev."

Radhakrishnan adds that inclusion of the new genre in the portfolio should help the channel to stand as a complete packaged GEC.

Kamath of Mediacom adds, "There are chances that both Mahadev and Durga are able to create their separate sets of viewers and not eat into each other's space. Mahadev excels not because of its genre but because of its storytelling. So may the new show."

The fatigue factor

Could this be a case of too much of a good thing - could two daily mythologicals lead to an overdose for viewers?

Citing the example of family fiction soaps, Radhakrishnan says that such serials are the best examples of a genre not entering into the fatigue zone, and adds that the experience of the mythological genre could be similar.

Giving the advertisers' perspective, media experts say that a genre or time band really doesn't decide on the rates, premiums or preferences of the money spenders. The only thing that can define the earnings is viewership figures, which can only be told after the show hits the ground.


Godsend for Colors?

Edited by Oonagh - 03 December 2012 at 8:59pm

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Joined: 24 June 2012

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Posted: 03 December 2012 at 9:23pm | IP Logged
thank u Indu .. well it will be a wait and watch.Smile

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Joined: 11 December 2011

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Posted: 03 December 2012 at 9:44pm | IP Logged
i am not being partial but durga's promos didn't impressed me,instead it made me laugh.the girl who is playing durga is neither beautiful nor fierce and the grandness that i expect is not can't eat mahadeva's viewership.ramayana intended to but failed.

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Joined: 27 May 2012

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Posted: 03 December 2012 at 9:53pm | IP Logged
Wil wait and watch.




Joined: 14 November 2012

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Posted: 03 December 2012 at 10:17pm | IP Logged
I am happy atleast the time slot willn't have a clash between two shows, and hamare campus pe colours channel ke place pe sports channel hain so... But, Yes have to wait for somemore days.


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Joined: 27 January 2008

Posts: 22391

Posted: 03 December 2012 at 10:29pm | IP Logged
Durga and DKDM have diametrically different approaches towards the same stories
DKDM has Mahadevs story as a family man(it covered Mahadev,Sati,Parvati,Kartikeya,Ganesha and i am sure it will now focus on the sons as well,not to forget folk stories)
while Durga has a completely diffrent pov of story telling
i am sure it will be presented in the very "sagar" manner.DKDM is inspired from not one but various sources and not to forget the story telling style is diffrent.
so you cant exactly compare them.

however its kind of amusing how the sagars and colors are constantly comparing themselfs to DKDMLOL
with due respect thier constantly saying "in competition to Mahadev" is kind of silly sounding considering they arent even at the same time slot!Wackonot to forget i am sure they wont be alike in any way what so ever.

but never the less i hope this show too does well Mythology is way better than some of the shows shown on colors that are absolutely regressive
Good Luck to the showSmile

BTW-Colors mythological "Jai Shree Krishna" was directed by Nikhil SinhaBig smile,so in a way Colors did help Nikhil Ji get some of his skills as a story tellerSmile
now life comes full circle

Edited by shruti.nil - 03 December 2012 at 10:30pm

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Joined: 13 November 2012

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Posted: 03 December 2012 at 10:37pm | IP Logged
Thanks for the article Indu. Mahadev is the best. 




Joined: 02 August 2010

Posts: 16186

Posted: 03 December 2012 at 11:27pm | IP Logged
Let the show start getting aired, then we'll know about the quality. Till then all these are just a publicity gimmik. Nikhil Siha has proved what he can deliver, Sagar Art's past shows are already seen by the viewers. So there will be a difference. I sincerly hope they do proper justice to Ma Durga.

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