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Soaps drop off air without fanfare
Bharati Dubey | TNN
Mumbai: When Tulsi lost her husband in 2001, a tearful nation took Kyunki Saas Bhi Kabhi Bahu Thi's Target Rating Point (TRP) to 23. Eight years and many channels later, the death of Suguna's husband evoked a few sobs, 10.18 for Balika Vadhu's TRPs to be precise. No mean feat in times when serials average 5, but missing were gutwrenching outpourings that forced the channel to resurrect a dead character. Times are changing and so is the TRP game. Mushrooming channels have divided viewer attention and ad budgets, the latter badly hit by the slowdown. And at least 10 shows will bid adieu by March-end.
Queen bee Ekta Kapoor is said to be the hardest hit among producers. Her favourite show Kasamh Se will go off air by mid-March. It is being replaced on Star Plus by Agle Janam Mujhe Betiya Hee Kijo. Other shows like Kayamath, Kasturi and Karam Apna Apna will also make an exit. Nachiket Pantvaidya of Balaji Telefilms said, "Some of our shows are going off air, but we have new shows like Koi Aane Ko Hai. But the downturn will definitely hit television in the next one year as advertising revenue will be affected.''
Kasturi, once a chart-topper, has moved to a 10.30am slot and is rumoured to go off air in the near future. Other victims include Kumkum, popular in the afternoon slot, as well as Santaan, Sangam, Vivah, Rakhi and Saath Saath. Anuradha Prasad. Kumkum producer, Anuradha Prasad, said, "We were told a month or so ago, that the show will end after six years. But I think channels are right in saying, 'no TRP, no show'."
Keertan Adyanthaya of Star TV said the channel is planning a revamp: "We will launch shows like Chehra (thriller); Shaurya Aur Suhaani (period show); Sabki Laadli Bebo (on the girl child); Bure Bhi Hum, Bhale Bhi Hum (bittersweet comedy); and Voice of India–Maa Ke Superstars (reality show).'' Zee has one show in the top 10 list, Chhoti Bahu, and Grihasthi will end, though Banoo Main Teri Dulhan has survived the axe despite TRPs of just 1.7.
Even the new entrant Colors, which is already at the top thanks to Balika Vadhu, is juggling shows that have got a tepid response. Jaane Kya Baat Hui launched with a lot of fanfare but failed to make it to the top 10 list, and has since been shifted from its prime-time slot. Mohe Rang De, which was doing slightly better, met an abrupt end to make way for Mere Ghar Aayee Ek Nanhi Pari.
NDTV Imagine, also less than a year old, ended two popular shows Radha Ki Betiyaan and Main Teri Parchayee Hoon. Shailaja Kejriwal, executive vice-president of the channel said, "One has to keep offering fresh content to viewers. All stories ought to have a logical end. We have launched two new shows Jyoti and Dehleez in the same time slot.'' The two shows had averaged TRPs of 1.2. Kahani Hamarey Mahabharat Ki, continues despite abysmal ratings.
Vipul Shah of Optimistyx and producer of Chandni Chowk to Chinchpokli said, "Broadcasters are no longer lenient with producers.'' Major reasons for viewer fatigue are bad programming and stale storylines. Senior TV critic Shantiswaroop Tripathi said, "Channels are losing patience as no serial now gives a TRP of more than 5, and many programmes are but clones of each other. Even reality shows have lost their charm.''
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