It is not easy to be number one anymore. Stiff competition makes it difficult for serials to hold on to their top positions beyond a few weeks. Viewers are not only divided across shows but their loyalty shifts every week or two. Shows that make it to the top, slump sooner than expected.
This was not the case till a few years ago. Kyunki and Kahani had ruled the roost for years before Kasauti made it to the top and stayed there for several months. In the recent past, Bidaai stayed at the top for almost a year before Balika Vadhu came up and held on to the numero uno position for six months. After that Yeh Rishta Kya Kehlata Hai took over the number one slot for seven months.
But currently there is no clear winner. A few weeks ago, Pavitra Rishta was the top-rated show but lost ground to Laado and Uttaran. Currently it is Yeh Rishta, which has bounced back as the number one daily while Bidaai is on the second position.
While competition and multiple entertainment options are said to be the reason for the yo-yo syndrome, too many high points and dramatic twists too play spoilsport.
Producer Rajan Shahi of Yeh Rishta and Bidaai says, "Earlier stories had a logical progression, but now there is too much dependence on dramatic high points for weekly performances." He believes that viewers are loyal to their favourite shows, but frequent gimmicks makes them shift from one show to another.
However, producer Sunjoy Wadhwa of Balika Vadhu has another take. "Before, there were only three channels and two or three shows ruled the roost. In those days loyalty towards a channel was more than the shows," he says.
The constant churning is also a result of a lack of clear leadership in the general entertainment channel space, says Zee's fiction head Sukesh Motwani. "On a weekly basis, the top three channels — Colors, Star Plus and Zee — are fighting neck-to-neck for viewership and the same is reflected in the performance of the shows," he points out.
However, Rajan and Sunjoy are of the view that gimmick-driven popularity does not last long. "Tomorrow another show will make it to the top, but the ones that have been doing consistently well will continue to get their share of viewers," says Rajan.
The same is true for Balika Vadhu. Adds Sunjoy, "In the long run what matters more is consistency rather than two months of glory,"
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