LTL Article:Beats PR

If Sapna Babul Ka Bidaai added freshness to Star Plus' programming, which was mired in hard-to-digest intricate 'K' relationships and went on to become the channel's tent pole show, Pavitra Rishta added a new dimension to Zee's prime time by taking viewers into relatable space of middle-class husband-wife relationship. It also came at a time when Bidaai was just about running out of its freshness. Not surprising then it became the toughest competitor to Bidaai, so much so that they fought neck-to-neck for eyeballs at 9 pm till Bidaai ended in November. Though Bidaai was the slot leader for the longest period, the growing popularity of Pavitra Rishta saw it taking over the mantle of leadership from the former a few months after its launch nearly two years ago. But since November Pavitra Rishta has been a clear slot leader.

At a time when shows move up and down on popularity charts every month, Pavitra Rishta has been a consistent performer. Apart from holding its ground at 9 pm, it has also been the top GEC show for a number of weeks on trot several times. Though it lost its leadership to another unexpectedly surprise 7 pm hit daily Saathiya Saath Nibhana for some time, Pavitra Rishta bounced back as the number one show with an average rating of 5-plus TVR over the past two and half months, save a minor aberration here and there. Like it happened last week when it lost the GEC leadership to Uttaran (5.86 TVR, TAM data, week 13, March 20 to 26) and trailed behind Laagi Tujhse Lagan (5.63) and Saath Nibhaana Saathiya (5.31). But at number 4, it still delivered 5.2 TVR. What needs to be noted is that Pavitra Rishta did not lose much. It has maintained its 5 to 6 TVR range though Uttaran and Laagi…Lagan put on some weight, while Saathiya continues to surprise everyone.

What's really working for the two-year-old daily that's set in a lower middle class Mumbai chawl? Is it the realistic treatment and relatable characters? Or is it the issues it deals with — marriage, separation, divorce, reunion, survival, aspirations and constant struggle to keep families united against the backdrop of changing social values. "It is a show that resonates with every section of television viewer, not just women or middle-class viewers because of the issues it deals with," says Zee's head of fiction Sukesh Motwani. Though a story of wrong marriage that turns into a love story before it breaks into bitter separation because of family pressure, Sukesh says it represents all prototypes of society and hence emotionally connects with wider section of audience. "It is a pan-India family story about getting along with one's parents, siblings and spouses in the midst of issues of survival, aspirations, desires and dreams," he adds.

Sushant Singh, who plays lead character Manav in the show, feels the key reason behind its success is its simplicity. "Everything about the show is simple. There is no melodrama, excess negativity, but a simple and yet inspiring story of struggle. If the characters are relatable, the casting is even more perfect. Apart from the lead couple, Usha Nadkarni and Savita Prabhune as mothers add realistic touch to the story," says Sushant. But apart from its story which thrives on tumultuous husband-wife relationship and relatable characters, another possible reason for Pavitra Rishta's dream run could be lack of strong competition at 9 pm. Gulaal, which replaced Bidaai, has been a non-starter. With its TVR ranging between 1.8 (week 13) and 2.1(week 10), it is delivering less than half of Bidaai's ratings. On the other hand, Phulwa on Colors averages around 3 TVR.

Sukesh doesn't buy the argument. "Pavitra Rishta has been one of the most successful dailies in recent years. It did very well against Bidaai. When it is still doing well people are searching for reasons. But the only reason I can think of is its simple story," he reasons. At a time when the life of dailies has come down to a year or two, is Pavitra Rishta gradually heading towards closure in the second half of the year? "We have not put any time limit. There is lot more to tell. It is following natural changes in the couple's life. Each time we run through an issue, it throws the next plot," explains Sukesh. Adds Sushant, "There is no target set for the show. We are just moving with the story. No major dramatic changes have been planned. We will go with the flow."