Posted:
Tanvi Trivedi | TNN | May 13, 2016,
Two new finite shows Tamanna and Dahleez that started with much promise and were different from the regular tried and tested shows, will go off air in June. Television makers and channels cannot be accused of not experimenting with content because in their own way, they do try to a give programming a different touch. Sadly, these efforts rarely pay off in terms of viewership ratings. So, what is it that doesn't work for such shows?
For instance, Meri Awaaz Hi Pehchaan Hai, focussing on sibling rivalry, is a conscious effort to move away from cliches. A channel official points out, "Television viewing is habitual and it takes time for viewers to adapt to newer concepts."
Sadly, these shows fail to garner the desired TRPs and will be going off air soon. With Tamanna and Dahleez being the latest victims, we find out where the problem lies...
Two new finite shows Tamanna and Dahleez that started with much promise and were different from the regular tried and tested shows, will go off air in June. Television makers and channels cannot be accused of not experimenting with content because in their own way, they do try to a give programming a different touch. Sadly, these efforts rarely pay off in terms of viewership ratings. So, what is it that doesn't work for such shows?
Rohit Raj Singh, director of Dahleez, says, "Both Tamanna and Dahleez are progressive and I am proud that I got a chance to associate with such a show. But you can't generalise because the fact is that even a typical saas-bahu show like Silsila Pyaar Ka and a show with a supernatural theme like Adhuri Kahani Hamari is going to wrap up in a few months. Today, the TRPs of even top shows are much lower than earlier. I feel the audiences are moving on to other mediums and that has affected the overall viewership."Ajinkya Deo, producer of Tamanna, says, "I guess the audience was looking for 'drama'. The broadcasters are giving producers freedom, but unfortunately, these new concept shows started during T20 and IPL. Also, the time slots coincide with the most gripping part of cricket matches, when the whole nation is watching the crucial overs at the end."
Newer formats lack mass appeal? It's not that fiction space is restricted to run-of-the-mill saas-bahu dramas and supernatural sagas. Finite series like Reporters, Ek Hasina Thi and Fanah were liked by a section of the viewers, but they lacked mass appeal. Three years ago, when the Indian version of American TV series 24 premiered in the country, it was appreciated, but didn't garner the expected TRPs. Experts said the concept, genre and treatment of the show was new for the Indian audience and they would gradually warm up to it.
10.30 pm slot prime time no more?
One of the biggest shows on Indian television, Kyunki Saas Bhi Kabhi Bahu Thi, aired at 10.30 pm, but some makers feel this time slot is losing its sheen. Says Shashant Shah, director of Ek Duje Ke Vaaste who earlier also directed Dahleez, "This used to be a great time slot many years ago, but not anymore. And airing a show with a relatively newer concept in this time slot is not a good idea because people in many households across the nation have slept by this time. Ratings come from smaller towns." Rohit adds, "Also, when Dahleez launched in March, exams were on. We don't realise that in these times, people in cities don't even switch on television."
One of the biggest shows on Indian television, Kyunki Saas Bhi Kabhi Bahu Thi, aired at 10.30 pm, but some makers feel this time slot is losing its sheen. Says Shashant Shah, director of Ek Duje Ke Vaaste who earlier also directed Dahleez, "This used to be a great time slot many years ago, but not anymore. And airing a show with a relatively newer concept in this time slot is not a good idea because people in many households across the nation have slept by this time. Ratings come from smaller towns." Rohit adds, "Also, when Dahleez launched in March, exams were on. We don't realise that in these times, people in cities don't even switch on television."
Viewers will take time to adapt to newer content
What is commendable is that some of the general entertainment channels are still trying to give their programming a twist. "Once in a while, every channel tries to break away from the mould by introducing something different with a hope that it garners TRPs," says a channel official, adding, "We have to keep trying.. the rest is in the hands of the audiences. Actually, it's quite confusing because nobody can say for sure what will work on television. When one show clicks, others try to ape it and then they fail. Sometimes, it seems like it's just about luck; there is no clear winning format except the fact that 'emotions' sell."
For instance, Meri Awaaz Hi Pehchaan Hai, focussing on sibling rivalry, is a conscious effort to move away from cliches. A channel official points out, "Television viewing is habitual and it takes time for viewers to adapt to newer concepts."
Ishaani
Cricket
