| Back to the Roots | ||||
| A. L. Chougule ith their reach restricted to cable and satellite homes in metros and big cities and watched mainly by people with higher purchasing power, satellite channels' programming was largely metro-centric and targeted at the middle and lower middle class urban viewers. But for the past one year or so there is a subtle change happening in general entertainment channels' entertainment content. With the number of cable and satellite homes increasing from 40 million two years ago to nearly 70 million now, satellite channels have started revisiting their programming so as to target viewers in middle-level cities and towns. After capturing eyeballs in the Hindi heartland with Saath Phere, Kasamh Se and to a certain extent, Jab Love Hua, Zee is targeting the non-metro viewers with a vengeance over the past one year with shows like Banoo Main Teri Dulhan, Ghar Ki Lakshmi Betiyaan, Maayka and Teen Bahuraniyaan which have small town flavour and characters. On the other hand, Star Plus which started the trend of family dramas of opulence and larger-than-life characters is slowly changing tracks to relatable milieu and characters with Baa Bahu Aur Baby, Karam Apna Apna, Sangam and the latest prime time offering Sapna Babul Ka…Bidaai. Sony has been doing its bit to woo the non-metro viewers with Durgesh Nandini, Thodi Khushi Thodi Gham and the newly-launched unique concept Amber Dhara. SaharaOne has also joined the race with Solhah Singaar, Ghar…Ek Sapna and Zaara…Pyar Ki Saugat. Ashish Kaul, Zee network's senior vice-president, agrees with the broader changes in economic and business scenario. But he says Zee's primary focus has always been the Hindi heartland. "For us the metros and big cities are secondary unlike other players which take pride in being upmarket channels," he says adding, "The essence of our programming is determined by the elements and values of the Hindi heartland because in any case the upper middle class families don't watch popular TV shows. The audience for serials primarily comes from C and D classes (middle, lower middle and labour classes) though majority of consumers for FMCG and durable goods come from B (upper middle class) and C classes. The D class watches TV because it aspires for economic mobility." However, a senior programmer in a soon-to-be launched new GE channel says that the B class also watches general entertainment channels but admits that the real eyeballs come from C and D classes. In keeping with the changing market reality, the programmer says channels are now focusing on small cities and towns in a big way. "Having captured the eyeballs in metros, channels are targeting viewers from smaller places. While the primary viewer of a mass channel is always the housewife, the spread of programming mix has to keep pace with new economic reality. One can't ignore the urban market but one also can't ignore the emerging middle and small town markets as well," says the senior programmer. |
Producer-director Deeya Singh is of the view that there has been an overkill of metro stories on satellite television. "My first two shows, Banegi Apni Baat and Just Mohabbat were hardcore urban stories. But Jassi was a middle class subject with pan-India appeal and it worked because it was more basic and rooted in the Indian milieu. Jab Love Hua was largely a village story and captured the village-city contrast beautifully. I think what you know better comes easily to you because most of us have our roots in a village, taluka or district. I am glad that the current programming is focusing on the larger cross section of Indian viewers," says Deeya. Adds producer Sunjoy Wadhwa of Saath Phere, "The days of fantasy and opulence are over. The real stories are in small towns where the new neo-rich class is emerging. It is time to tell stories of their relationships and striving. After all, most of the new products and entrepreneurs are coming from non-metros."
Indeed that's the reason why TAM increased its panel size and geographical spread from 4800 PeopleMeters covering 73 cities to 7000 PeopleMeters spread over 151 cities in January this year. With more centers contributing in determining TRPs, channels could not afford to ignore the non-metro markets which are getting greater representation in TVRs. Television ratings measure the popularity of a programme in terms of the number and proportion of viewers. Ratings are important for broadcasters as well as advertisers. It is a fact that ratings do not reflect what kind of programming the consumer desires but they help channels gauge the response of the consumer to a particular show/shows as they charge more for high-rated shows. For broadcasters, ratings help in deciding which property or properties are good enough for advertisement slots. With non-metro centers flexing their financial muscle in economic growth and consumption, channels are finally acknowledging their power to make or break a show.
http://www.screenindia.com/fullstory.php?content_id=17532
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