Rags-to-riches: India’s superhit recipe

He's just 22 years old, but Bikaner boy Sandeep Acharya is our new 'Indian Idol' and fast becoming one of the country's most popular icons. Acharya's success reiterates what is already common knowledge in TV channel circuits: when it comes to reality programming in India, rags-to-riches themes sell best.

"In a country where poverty is the hard reality, a show based on hardships and tough living won't do well. It is human psychology, and television, whether we like it or not, is a form of escapism," says Ronnie Screwala, CEO, UTV. Which explains the immense popularity of shows like Indian Idol, Fame Gurukul, Business Bazigaar, Saregama and Great Indian Laughter Challenge.

In comparison, American fare, though peppered with its quota of 'feel good' programmes such as American Idol, Apprentice and Rockstar INXS, has shows that depict an uglier reality; a reality where wives are swapped, homes are redone, partners auctioned and celebrities are stripped of their glamour.

A prime example is the hit series Simple Life, in which celebrity friends Paris Hilton and Nichole Richie swap their silver spoons and sports cars for dirty finger nails and community living. "A show like Simple Life can work only when the contrasts between the rich and poor are very great," says Niret Alva, president, Miditech.

Other shows had limited viewership, and that too was of the curious kind. These include The Farm, where 10 celebrities competed to survive farm life; Who Wants To Marry A Multi-Millionaire? which had a flock of women compete for the chance to marry multi-millionaire Rick Rockwell; My Big, Fat, Obnoxious Fianc with participant Randi Coy convincing her family that she was marrying the rude and obnoxious Steve Williams; Growing Up Gotti, which followed the life of single mother Victoria Gotti and her rebellious sons; and Temptation Island, a real-life dramatic series in which couples tested their relationships.

"Comparing reality shows across channels isn't fair. There are different genres targeted at differing audiences," says Siddhartha Mukherjee, vice-president of TAM India, "But yes, in India where a sizeable proportion of the population is Hindi-speaking, music-based talent shows are the most popular."

Four years ago, UTV's matchmaking show Kahin Na Kahin Koi Hain on Sony Entertainment Television (SET) bombed despite the star power of its host, Madhuri Dixit.

"Indians aren't comfortable displaying their personal lives and marriage is a very private affair. The show delved too much into one's personal space," says a producer with a leading TV channel.

There is no denying that the popularity of pioneering shows like Zee's SaReGaMaPa, and the subsequent success of winners like Shreya Ghosal and Sunidhi Chauhan, set the ball rolling for reality talent hunts in India.

Indian Idol Phir Se has a 3.96 TVR (Television Viewing Rating) while the reinvented SaReGaMaPa is second at 2.61, according to TAM India.

"Shows have to be rooted to the viewers' and their value system. This year's Indian Idol audience in Rajasthan identified with the show as the winner was from Bikaner.

The same goes for Fame Gurukul, with winner Qazi Touqeer from Kashmir," says Alva, adding, "Audiences have to identify with the show and be part of the decision-making process."

And so, in a country where nothing matters more than success, triumphant stories like that of Acharya's will continue to grab attention and viewers.