TOI: Primetime gets slow start- YR

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Hindi entertainment channels are treading cautiously as far as introducing new shows is concerned, thereby setting stringent creative benchmarks for the shows in 2013. While 2011 and 2012 had witnessed a surge in the number of new shows on Hindi GECs, 2013 so far has been slightly slower. With many recently launched shows on GECs abruptly going off air in the last three months (due to poor TRPs), channels and production houses are not in a tearing hurry to replace their empty slots and are exercising caution before a big ticket launch.

So with only a handful of new shows in the pipeline in the first four months, how will the programming slot pan out for the entertainment channels? "The year 2013 has just begun. We have to remember that more than anything else, launch of new shows depends on the demand supply cycle too," says producer Gajendra Singh.

There are other aspects that determine the launch of a particular show. Conceptualising and working on an idea, developing scripts and pre-production takes a lot of time before the show go on floors. "Introducing a new show depends on a variety of factors. It's a matter of demand and supply - time slots on channel also need to be available. There are different strategies for different years," says producer Siddharth Kumar Tewary.

Different kind of strategies seem to be ruling the minds of all show makers. They are depending on strong research because audiences choice is unpredictable. "Producers have become very choosy about the content of their new shows. Creativity is as important as storytelling. Audience is the king and it isn't easy to catch the pulse of the audiences, so it is better to be slow and innovative. Few shows are launched now as some existing shows are still giving TRPs, so once they outlive their popularity, they will be replaced by new shows," says producer Yash Patnaik.

Agrees producer Suzana Ghai, who recently quit as creative director of a GEC, "There some long-running shows like Yeh Rishta Kya Khelata Hai, Saath Nibhana Saathiya that are still quite popular with viewers. This doesn't leave much room to introduce new shows. Entertainment television has taken a 360 degree turn (with the TAM procedure going through an overhaul, newer markets being included), so show makers are taking time to get to grips with the new trend."

The IPL is also one of the reasons why channels are refraining from launching new shows. Vivek Bahl, chief creative director of a GEC says, "I don't really think it's a slowdown year so far as programming is concerned, but with IPL round the corner, everyone is being alert. In fact, in 2012, some channels/producers had launched new shows, but this year, no one wants to take any chance. Even the ratings' blackout makes people think 20 times being trying something new - channels were waiting for the TAM MAHLC1 (covers Gujarat, Kerala, West Bengal, Rajasthan,Madhya Pradesh, Chattisgarh, Odissha, Bihar and Assam) figures in January 2013 before finalising their next moves. There will be a flurry of launches in the second quarter of 2013."

So until prime time warms up to new shows, existing shows are expected to rule the TRP charts.