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Gujarat, on prime time platter
Television soaps depicting Gujarati culture and way of life seem to have scored a hit with advertisers too. AT reports
CHITRA UNNITHAN Times News Network
For prime time remote control junkies, there has been one constant in the world of changing frothy flavours served — the great Gujarati family — in soaps which has entertained audiences for some time now. It all started with Vipul Shah and Shobhana Desai's family saga Ek Mahal Ho Sapano Ka in 1999 (and went on to 1,000 episodes) and reached TRP highs with Ekta Kapoor's Kyunki Saas Bhi Kabhi Bahu Thi.
Kyunki..., after seven and half years and 1,600 episodes later, has made Smriti Iraani a television icon, the Virani family a mandatory part of cable and satellite homes and the show a cult classic.
After Kyunki…, JD Majethia and Aatish Kapadia's Khichdi, Instant Khichdi and Sarabhai V/S Sarabhai opened a floodgate for more such shows about Gujarati families. Today every channel has been taken over by Gujarati families at its prime time slot — from TRP-toppers Baa, Bahoo Aur Baby, Teen Bahuraniyaan and Ghar Ki Lakshmi Betiyaan to new entrants Dahhej, Jiya Jale and Jasuben Jayantilal Joshi Ki Joint Family… the list is growing.
What makes Gujarati characters so popular? It's simple: Gujaratis are full of joie de vivre, love to dress up, celebrate their festivals and weddings with gusto, are hospitable, believe in joint family system and can laugh at themselves. In short, they provide enough fodder for a colourful drama. And market research and datas prove that there's a high viewership in Gujarat and consequently a demand for shows based on them.Then of course, most of small screen's content providers are from Gujarat — Shobhana Desai, Deven Bhojani, JD Majethia, Aatish Kapadia. In Gujarat, regional channels aren't money-spinners and there is a dearth of good Gujarati programming on local network.
Non-resident Gujaratis, who form a big chunk of telly viewing audience in the US/UK/Australia and new markets, are also being wooed by channels with these kind of shows. As Majethia puts it, "There is a wide audience in Gujarat and the ratings are quite high. Secondly, there are a lot of festivities and celebrations here which are a part of these soaps.
Advertisers have the biggest market in Gujarat; people from the production houses also belong to Gujarat and have taken over a big share of the market. And above all, Gujarati theatre actors are a talented lot." An executive producer with a leading television channel says, "Gujarat is our key market. TRPs and our researchers tell us that Gujarat is the market we should be targetting." A lot of Hindi serials based in Gujarat are coming up everyday with themes depicting the Gujarati way of life of.
Payal Patel, creative head of a television show, says, "Most producers usually make serials based on the culture they belong to. The second important reason is that the target audience are Gujarati housewives, who watch a lot of television. And that's where the TRPs come from." Now that there's a demand in the market, soap-makers are churning out one Gujarati family on television after another. Actor Farooque Shaikh, says, "Most of these serials are coming out of the Gujarati theatre. There are a lot of domestic issues, most revolving around women and the major audience is also women." Actress Manava Naik, who is doing Baa, Bahoo Aur Baby and Teen Bahuraniyaan, feels, "Gujarat has a lot to offer when it comes to tradition, custom and festivity that appeals. Who doesn't enjoy watching happiness and celebrations?"
With viewers welcoming these shows ruling airwaves, looks Baa and Daksha Ben with their khakras and dhoklas are going to be part of our lives.
chitra.unnithan
Source: Times Of India-Ahmedabad Times
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