However, Ajay Balwankar, Programming Head, Zee, feels that IPL dents the general viewership by 8 to 10 per cent. That however, hasn't stopped them from launching new shows during this period or having high-points in the existing ones. "For us, IPL is not just a cricket event. It is interesting content that tries to take away our viewership but that doesn't stop us from our activities in this period. During the first IPL we had launched Agle Janam Mohe Bitiya Hi Ki Jo and this time we are launching Phir Subah Hogi. Then there's Dance India Dance Li'l Masters that will be launched next month (April 28)." Phir Subah Hogi scheduled in mid-April marks the comeback of Varun Badola and Narayani Shastri to the small screen. The serial revolves around the social custom practiced by a tribe in Madhya Pradesh, wherein daughters born in the Bedia family are forced to serve rich Thakurs who have a penchant for young, teenage girls.
Star Plus too is gearing up to launch two new shows that include Jo Jeeta Wohi Superstar 2 on March 31 i.e before IPL and a daily soap tentatively titled Sasumaa in mid-April. While Jo Jeeta... is a musical talent hunt, Sasumaa is a family drama. J. D. Majethia, who is producing the show, is confident that offering fresh content during IPL is the only way to take the sporting extravaganza head-on. "In any case IPL is an expensive property for advertisers who will obviously look for economical options, especially since IPL 4 did not do well in terms of ratings," points out Majethia.
In fact, Rajan Shahi who produces Yeh Rishta Kya Kehlata Hai, Kuch Toh Log Kahenge and Amrit Manthan has had a unique experience with his shows doing exceptionally well during the IPL a couple of years ago. "When my show Bidaai was on air, it rated the highest during IPL. Even Yeh Rishta.. was hardly affected." He contends that the loyal audience will never abandon their shows though they may "flirt with IPL."
Which explains why Colors too is launching a new soap, Kairi, about a tyrant saas and her three bahus, just two days before the IPL on April 2. So far, Sony has not announced any new launches, which is understandable considering that its sister channel MAX is broadcasting IPL. However, a special series of their top-rated show CID is being planned. Starting around the time when IPL commences, the eight to ten episode series will have a single theme, that of a new officer coming in and disbanding the CID unit. "There will be a heavy cloud of uncertainity over CID," says producer-director B. P. Singh, adding that the suspense will be revealed only at the end of the series.
It certainly looks like the channels are geared up to take on the challenge of cricketainment. The groundwork is in place, so let the games begin.
Book Talk
Anupamaa
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