TOI -Gujarat continues to whip up impressive TRPs on prime time TV

Some things don't change. Shows set against Gujarati background continue to rule the roost and grab impressive eyeballs, even in the first few weeks of January 2014, while viewership numbers of other shows have been fluctuating much like the sensex in the past few months. While Hindi GECs have done their share of India-travelling in their various new soapy offerings over the past few months, the one tried and tested formula is to train the spotlight on Gujarat and play safe.

Sample this: according to the TAM Peoplemeter Week 4 findings " 'Saath Nibhaana Saathiya' (1000 episodes and counting) raked in 4.6 TRP, 'Taarak Mehta Ka Ooltah Chashmah' got 4.2, while a revamped 'Saraswati Chandra' raked in 2.8 and 'Sanskaar Dharohar Apno Ki' Season 2 and 'Ek Nayi Pehchaan' delivered promising numbers.

Considering Gujarat is not part of the Hindi heartland, it comes as a surprise that Gujarat based shows are still a favourite with viewers. Actor producer JD Majethia says, "Research data shows Gujarati families consuming a lot of television and since no regional channels are available in Gujarat, people are more attuned to Hindi GECs. Gujarati culture is interesting and even pan-India audiences connect with the stories set in a Gujarati backdrop." Producer Asitkumarr Modi shares, "Gujarati culture is colourful and the big, joint family system provides a readymade background for soap makers to incorporate interesting storylines." Gautam Rode who plays the lead in Saraswati Chandra says, "I have done two soaps set in Gujarat and the experience has been phenomenal. The festivities, the rituals, the family bonding " everything is so vibrant and appealing, plus they also make for great drama."

In a world where numbers do the talking, geography is incidental, the content and histrionics help strike a connect and pull in the audiences.