Is 7 pm the new prime time?

Small screen is flooded not only with newbies, but also with new shows every. Prime time (8 to 11 pm) is when channels look to grab maximum eyeballs. But now there's a change. The evening slot serials, before 8 pm, are also getting popular.

Today shows like Maati Ki Banno, Sath Nibhana Saathiya, Bhagonwali - Baante Apni Taqdeer, Apno ke liye Geeta Ka Dharmyudh, Sabki Ladli Bebo,Dil Se Diya...Vachan, Taarak Mehta Ka Ooltah Chashmah and Jaankhilavan Jasoos are the ones that fall under this category.

Saathiya is the number one show on the Television Rating Points (TRP) charts!

For channels too, the evening slots have become very important. "Introducing shows in the evening slot was just an attempt made to see if it worked or not. We realise there is an audience waiting to watch shows at this time. There are chances that the viewing pattern habit might also change. If this clicks then we will extend the slot to early evenings," says Sukesh Motwani, fiction head of a leading entertainment channel.

The makers also feel that as the days are shorter now during winter, families are sure to gather in front of their TV screens in early evenings.

Actress-producer Hema Malini, who is back to producing TV shows after almost eight years has also launched a show in this category, says, "In the current scenario, any show will attract audiences if the content is right. By 6.30 pm, most women come home and are relaxing by the TV. What would be a better time than this to connect with them. My show appeals to all women across the social strata in the urban and the rural households."

With more women working these days, isn't it a major risk for the makers? "TV is going through a transition. The audience is changing and so is the viewing pattern. The 7.30 pm slots are working too good — just like the prime time shows. Making shows for this slot is only an experiment. In earlier times, the actual slot was 6 pm to 10 pm as people then had nothing to do other than watching TV and may be the channels are trying to repeat the same," says TV director, Romesh Kalra.

So are these shows any different from others? "Soaps that are based on daily routine life works the best. Shows have to be appealing and the viewers have to connect with it," says Romesh.

Even the viewers feel the idea will work and it is a nice initiative taken by the makers. "I feel the new timings will work as the shows are simple and nice to watch. I enjoy watching new shows in the evening as I am generally free that time. Though a lot of women are working these days, there are some who stay at home too so if shows begin early, it is good to be entertained while doing the daily work at home," says Tulsi Kinariwala, a homemaker.

And are there any chances of the new timings to be called the new prime time? "This is the time when most unwind and audiences are always looking for good content and they will watch a show irrespective of the time band," says Hema.