New shows galore: Screen India Article

If 2011 wasn't a good year for fiction shows, 2012 hasn't been better. In fact, it might turn out to be worse. Last year, as many as 20 new dailies were launched across channels and as many were taken off air. In fact, every year since 2009, the number of new launches is increasing as the shelf life of fiction shows is gradually getting shorter. But if channels and producers were hoping to arrest the trend in 2012, they have been proved wrong. Instead, they are even more busy launching new shows this year. In the last six months, as many as 17 dailies have been introduced to refresh the prime time of top six GECs ' four on Colors, three each on Star Plus, Zee and Sony and two each on SAB and Life OK. There will be more to come by the time 2012 ends.

Not long ago, channels would launch a new daily every quarter and it used to be a big event. Today, it is a monthly phenomenon. Here are the shows that went on air in the first half of 2012: Na Bole Tum Na Maine Kuch Kaha, Chal Sheh Aur Maat, Kairi and Madhubala on Colors, Sajda Tere Pyaar Mein, Ek Doosare Se Pyaar Karte Hain Hum and Pyaar Ka Dard on Star Plus, Punar Vivah, Phir Subah Hogi and Sapne Suhane Ladakpan Ke (Zee), Kya Hua Tera Vada, Shubh Vivah and Byaah Hamari Bahu Ka (Sony), I love My India and Bhaiya Bhai Aur Brother (SAB) and Life OK's Amrit Manthan and Aasman Se Aagey. If one includes non-fiction shows DID Li'l Masters, Satyamev Jayate, Indian Idol, Jhalak Dikhla Jaa and Savdhan India and other weekend properties like Hum Ne Li Hai Shapath, the tally of new shows goes to 25.

While non-fiction or reality shows are short seasonal offerings, fiction shows are long-term propositions. But 17 new shows getting launched in six months and as many shutting shop during the period is quite unprecedented in the history of general entertainment television. What could be the reason for the new shows galore and an equally high rate of failure? "I think viewers have become finicky, discerning and demanding. They want instant gratification. Gimmicks don't work anymore. If the story is not engaging enough, they move on to other shows," says Zee's head of fiction Sukesh Motwani. In his view, each channel is grappling with its own issues. "Everyone is trying to figure out how to entertain and sustain increasingly impatient viewer's attention," he adds.

Sukesh has a point. Barring one or two steady performers, most of the top ten GEC shows trade places week-on-week. Some shows even lose their ranking. Says producer Sudhir Sharma of Na Bole Tum Na Maine Kuch Kaha, "Viewer's impatience and availability of content in terms of volume is making things difficult for channels and producers.GECs are not only competing with each other but are facing lot of competition from regional GECs which also offer similar content."

According to ex-TV programmer and producer Nilanjana Purkayastha of Aasman Se Aagey, while the satellite TV universe is expanding, time spent on GECs is steadily coming down. "Earlier people would watch five episodes of a show in a week; today they don't watch more than three. Too much of new content is affecting shelf life of shows. Also, selection of content could be another issue for flight of viewers to other platforms," she elaborates.

However, producer Rajan Shahi of Yeh Rishta Kya Kehlata Hai and Amrit Manthan don't think content is a major issue. "Channels and producers are experimenting with new concepts and stories. The idea is to break new ground. While it will take some time for things to settle down, every fresh concept will not work," he reasons. Content may or may not be an issue, but most producers say that issues responsible for new shows and high rate of failure are channels' impatience for instant result, obsession with ratings and lack of marketing support besides competition and fragmentation.

"Channels are well aware of competition and fragmentation. But the problem is, every channel expects every show to lead the slot. The problem lies in unrealistic expectations," points out Nilanjana Purkayastha. Elaborating further, She bemoans the lack of breathing space in this regard. "Channels are low on patience. They expect you to deliver immediately or get out," she rues. Rajan agrees, "There is lot of expectation from new ideas and concepts. The problem plaguing the industry is lack of stability and support to sustain viewer's interest. It takes six to nine months of planning to put a show on air. But channels show you the exit door in six months," he sighs. Incidentally, Rajan's daily Havan was retired in six months, while Nilanjana was told to wrap up Aasman Se Aagey in three months.

Another important factor affecting ratings is the lack of sustained marketing support from channels.

"Channels have a fixed marketing budget to promote shows. But with so many new shows being launched one after another, the cost is spread among them. Hence, apart from the initial promotion, shows don't get enough marketing support later," says Nilanjana. Though fiction is still planned as a long-term proposition, industry sources say that the 'on now, gone tomorrow' phenomenon is gradually heading towards shorter and tighter stories. "Some channels are looking at cracking the shorter module of finite stories that will not drag but end in a year," concludes Sudhir.

http://www.screenindia.com/news/new-shows-galore/970778/