WHEN Kasauti Zindagi Kay, one of Ekta Kapoor's best love stories went off air, there were murmurs. When Parvati Agarwal's cup of household woes, Kahani Ghar Ghar Ki, ran over, something seemed amiss. And now after Tulsi Viraani and eight-year-old iconic Kyunki Saas bhi Kabhie Bahu Thi said her goodbyes last Thursday, the last nail on Balaji Telefilms' soap career may have been hit and it's caught the TV industry unawares.
Add to that, her ambitious take on Mahabharat on 9X which didn't exactly set the TRP charts on fire and her lackluster attempt at reality TV, Ticket To Bollywood (again on 9x) despite some really desperate attempts to be 'controversial'; with other producers closing in on the competition (read: Bidaai, Balika Vadhu, Shri Krishna) and last but not the least, with Star TV — which wouldn't have been what it is today if it wasn't partly for Ekta — distancing itself slowly from the soap queen begs a few questions: is the Ekta Kapoor/ Balaji Telefilms' monopoly coming to an end? Is Ekta losing the formula? Is it time to tread newer grounds for one of the biggest success stories of the Indian TV industry?
"It's not about her as a person, but yes, one feels her kind of storytelling has lived it's life. Any story, if told well, gets the initial attention. But gradually, over the years, it loses its creative sheen," says Sanjay Upadhyay, creative director, fiction, Sony Entertainment Limited.
Shailja Kejriwal, EVP, content, NDTV Imagine, who has known Ekta since the former's Star TV days, says, "It's not fair to single out Ekta. She's a talent and it needs to be nurtured. For anything creative to grow and flower, especially in TV and cinema, it's the collaborative effort between the broadcaster and the producer. When it works, it becomes a win-win situation which it was all these years but for the past one or two years. If it's not worked, it's a lose-lose situation for everyone concerned. If Ekta's failed, it also means those who benefited from her in the past have also failed her."
However, Kartik Suri (name changed on request), a former Star TV employee says the monopoly has clearly broken. "I don't think her shows would fetch the same numbers or enjoy the same ad revenue for the channels as a Kyunki or a Kahani did. Times have changed. The market has become more fragmented. Today there is a variety of programming on offer and viewers are looking elsewhere. But it's not yet time to write off Ekta."
Aatish Kapadia, writer-co-producer of shows like Sarabhai V/s Sarabhai and Baa, Bahoo Aur Baby doesn't really think that Ekta ever monopolised the industry. "Yes, she had the most number of shows on air but there were others too who were and are doing well. I'd say Ekta had created a trademark for her shows, they reflected her own unique style and creativity. She had made her template which worked beautifully for her. I think we are wont to writing premature obituaries, instead we should be magnanimous enough to acknowledge her contribution."
Her competitors do believe that she did try to break the mould with shows like Kehna Hai Kuch Mujhko about an extra marital affair and Kuchh Iss Tarah about a girl with a split personality but didn't find favour with the audiences. "And when your 'experiments' fail, you do tend to go back to what you know best and what works," observes Upadhyay.
Says Kapadia, "It's a trap most creative people fall into. In the entertainment industry, you are known by your last success, so you keep yourself safe."
Anil Wanvari, founder and CEO, indiantelevision.com feels that at the end of the day it's pure business. "She runs a public limited company and so she has to deliver shows and answer her investors. In the process, there may be times when she may not be on target but let's not take away from her many accomplishments."
Smriti Iraani, who owes her success to Ekta and who also runs a production house, feels that three of her big shows being pulled off air means nothing.
"One has to take into account what Ekta has given to Indian television. It's not a joke to sustain these shows over seven and eight years with so much competition around. Today, if a channel takes a certain decision, that's purely business-driven. We actors are emotional people but now being a producer myself, I realise we are mere service providers and we have to deliver numbers. That's the game. It's business. We are living in difficult economic times. The world over, every industry is going through a crisis. I know Ekta will come out of this, my main concern is the 300-odd crew of these shows which have lost their jobs."
The Star TV-Ekta Kapoor combine was a formidable team. But with the new management, things seem to have changed. Samir Nair and Kejriwal, who were on the same page as Kapoor, moved out of Star and with that the distance between the producer and the new bosses seemed to grow.
Add to that shows like Bidaai (Star), Balika Vadhu and Shri Krishna (Colors) which toppled the big Ks. Says Kejriwal, "I wouldn't know the relationship she shared with the new Star bosses though as I said earlier, in TV, it's a two-way street, a producer and a broadcaster need to work together, move together. It's the channel's prerogative to encourage talent and take it forward. That I think didn't happen. As for the successful shows, let's not compare single hits with Ekta's contributions. Earlier too serials like Saans, Kora Kaagaz and Jassi Jaissi Koi Nahin were popular but Ekta is in a different league altogether." Yes, but none of these shows made a dent in the TRP charts as a Bidaai or a Balika Vadhu.
Iraani agrees with Kejriwal, "Let's do a fair comparison. Agreed a Balika Vadhu is a well made show but if you are talking of a Kyunki or a Kahani, compare it with shows that have lasted seven and eight years."
Says Upadhyay, "While I don't know the inner dynamics between Star and Ekta, it's true Star has found an alternate leader who is getting them the numbers."
Wanwari says, "I don't think channels or production houses work on emotions and relationships. It works on a purely, mutually beneficial business relationship. And Ekta being into this for so long knows that as well."
Suri observes: "Well, it's a brave decision for Star to have belled the cat. Look, it's simple. If you get me the numbers, I may love you or I may hate you but I will live with you."
Finally, is it time for Ms Kapoor to reinvent? Is it time to create a new template? Says Upadhyay, "Yes, it is. I feel being a market leader and the position she enjoyed, she should have been the factor of change long time ago. Instead she kept capitalising on her own assets, milking them to its last drop. May be if her Mahabharat had worked, it would have been a different story today. She will now reinvent, for sure. She has it in her."
Kejriwal smiles, "But she's only 32 and people want to pull her down and comment on whether she should do this or do that. Every creative person — Ramesh Sippy, Ram Gopal Varma — goes through the pinnacles of success and then they reach a point where they have to reinvent, say 'what next'. Ekta will too."
Wanwari says, dramatically, "Has Ekta lost her formula? It's the same as saying, M F Husain forgot to paint." Kapadia adds: "She's still the most sought out producer. She's too wise to not do it. She's cracked the code once, she will crack it again."
Well, we hope so too, not as much for the viewers but for the hundreds of her employees who have been hit badly as Iraani puts it. Even as we write this, we hear whispers of Ekta taking the next phase of Kyunki to another channel. Ho-hum.
CID
