Devon ke Dev Mahadev


Devon ke Dev Mahadev
Devon ke Dev Mahadev

DNA: Nonstop home entertainment-DKDM DVD

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Posted: 09 April 2013 at 8:23pm | IP Logged

Non-stop home entertainment

The market is flooded with DVDs of popular serials, After Hrs explores if they are really worth our while

Kshama Rao

Single mother Kriti Parandikar doesn't get enough time to relax, and when she does, she and her teenage daughter sit for a marathon session of watching the Sarabhai V/S Sarabhai DVDs. She says, "Ever since the show wound up a few years ago, I have been waiting for a second season. Since that doesn't seem to be happening, the next best thing to do was to buy the DVDs. It's the ultimate stress-buster."
Parandikar is not the only one, says an official of a leading chain of bookstores. "The Sarabhai DVDs sell like hot cakes. Every time we get a new batch, they fly off the shelves. We have DVDs of other shows like Nukkad and Naya Office Office. There are mythologicals too but Sarabhai seems to be an ultimate favourite."
JD Majethia, co-producer of Sarabhai which was about an upper class, elite family starring veterans Ratna Pathak Shah and Satish Shah, says he isn't surprised. He remembers how people would come to him and demand for DVDs. But since the copyright was with Star TV, "It was a decision they had to take. Once I had been to Ahmedabad and had seen CDs of the show floating around. Someone else was making money on it and it was time Star did something out of it. And that's how these DVDs came out. I am told they are in great demand and I am not surprised given its content and production values, which were both ahead-of-its-time."
Says RH Chhatrapati, associate vice-president, sales and catalogue marketing, Universal Music, "We have always believed in good content and bringing out DVDs of TV shows are the best way to satisfy your consumer. Taking this concept ahead and beyond music, we approached Star TV for licensing their products for home videos and that's how we brought out DVDs of Naya Office Office, The Great Indian Laughter Challenge — Seasons 2 and 3 and Sarabhai v/s Sarabhai." He adds that good stories and popular shows always have a big market. "Viewers will always remember their favourite shows and love to have them in their collection."
Life OK and Ultra recently joined hands to bring out a limited edition DVDs of their flagship show, Devon Ke Dev Mahadev. Ajit Thakur, General Manager, Life OK says a survey was carried out last year where it emerged that Mahadev was one of the most-loved Indian TV characters. "The show was making an impact. The idea was to cater to an audience which was perhaps new and had missed out on the initial episodes. We were receiving a lot of letters and requests from high-profile people for these DVDs…so we re-edited and repackaged the content. Though people watch shows on YouTube, it's not always convenient. There is definitely a market for video on demand and home videos and it's only growing." 
Thakur says that the Mahadev DVD sales too have been brisk and they do plan to come out with the next edition. "The first set had the story up to Mahadev's marriage so naturally the next set will carry the story forward." 
However, Majethia says it's only content that's "all-time-classic" will stand the true test of time. "It's not just about contemporising content, it has to be ageless. Also, the show has to look new. Even if your content is good, if it looks dated and old, then chances are it may not always work." Traditionally too, sitcoms have lent themselves better to home videos. That they have a finite number of episodes is another advantage. Says Chhatrapati, "Mini-series/episodic series definitely work better and nowadays it's mostly comedy which people look forward to buy. We have already released Best of Khichdi and Instant Khichdi. Whether we will bring out more shows or not is greatly dependent on the quality of content and consumer preferences." Kshama Rao

Published Date:  Apr 10, 2013

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