Posted:
Mythology reigns TV screens Sagorika Dasgupta
Posted online: Sunday , April 06, 2008 at 2042 hrs IST After a spate of tear-jerking soap operas, a slew of reality shows and numerous talent hunts, Indian television is now dipping into mythology in a bid to raise ratings. So, shows like Ramayana and Mahabharata have made a comeback on the small screen and industry experts feel that the tried and tested formula of costume dramas may manage to generate sizeable viewer interest. So, what if the ratings spell otherwise? Consider this: NDTV Imagine's Ramayana recorded an average TVR (television viewership ratio) of 1.5 in its opening week according to aMap, a television ratings agency. While impressive for a show in its opening week, the number is a far cry from that of top ranking ones like Star Plus' Kyunki Saas Bhi Kabhi Bahu Thi, which has registered ratings of 5 and above. Star Plus had joined the mythology bandwagon long back with shows like Prithiviraj Chauhan and Sai Baba. The latest to be aired on the channel from April is producer Bobby Bedi's rendition of Mahabharata. According to a media expert, most of the general entertainment channels (GECs) like Zee and Star Plus have dabbled with the concept of costume dramas and mythological shows. "Mythology has always been a principal part of Indian programming but there are some shows which are known to create viewer traffic and Ramayana is one such show. There is nothing new in the format but the clever positioning of the show on prime time has attributed to its popularity." NDTV Imagine seems to be cashing in on its two other fantasy-based period dramas Dharam Veer and Rajkumar Aaryyan as well, with both these shows being aired on prime time. Shailja Kejriwal, executive vice president, content, NDTV Imagine, says, "The reason why we are experimenting with mythology and costume dramas is because people are never too old for epic tales. Our culture is rich in the oral tradition. However, there is a way in which we consume our epics and religious stories and we made sure that the presentation of these shows should appeal to the nature of consumption. Mythology has been intrinsic to Indian society." Most channels feel that since the original TV series was on air during the 80s, there is a whole new generation of youth and kids who still have not seen the epic and have only heard references from their parents. Thus, the new series will help in engaging more viewers.
Posted online: Sunday , April 06, 2008 at 2042 hrs IST After a spate of tear-jerking soap operas, a slew of reality shows and numerous talent hunts, Indian television is now dipping into mythology in a bid to raise ratings. So, shows like Ramayana and Mahabharata have made a comeback on the small screen and industry experts feel that the tried and tested formula of costume dramas may manage to generate sizeable viewer interest. So, what if the ratings spell otherwise? Consider this: NDTV Imagine's Ramayana recorded an average TVR (television viewership ratio) of 1.5 in its opening week according to aMap, a television ratings agency. While impressive for a show in its opening week, the number is a far cry from that of top ranking ones like Star Plus' Kyunki Saas Bhi Kabhi Bahu Thi, which has registered ratings of 5 and above. Star Plus had joined the mythology bandwagon long back with shows like Prithiviraj Chauhan and Sai Baba. The latest to be aired on the channel from April is producer Bobby Bedi's rendition of Mahabharata. According to a media expert, most of the general entertainment channels (GECs) like Zee and Star Plus have dabbled with the concept of costume dramas and mythological shows. "Mythology has always been a principal part of Indian programming but there are some shows which are known to create viewer traffic and Ramayana is one such show. There is nothing new in the format but the clever positioning of the show on prime time has attributed to its popularity." NDTV Imagine seems to be cashing in on its two other fantasy-based period dramas Dharam Veer and Rajkumar Aaryyan as well, with both these shows being aired on prime time. Shailja Kejriwal, executive vice president, content, NDTV Imagine, says, "The reason why we are experimenting with mythology and costume dramas is because people are never too old for epic tales. Our culture is rich in the oral tradition. However, there is a way in which we consume our epics and religious stories and we made sure that the presentation of these shows should appeal to the nature of consumption. Mythology has been intrinsic to Indian society." Most channels feel that since the original TV series was on air during the 80s, there is a whole new generation of youth and kids who still have not seen the epic and have only heard references from their parents. Thus, the new series will help in engaging more viewers.
https://www.financialexpress.com/news/Mythology-reigns-TV-scr eens/293027/2
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