TOI-Betis Take the Prime Time Lead over Bahus-Nikita

Saas-bahus might continue to rule TVTs, but creating screen space for themselves amid the tearjerking bahus and manipulative MILs are a bunch of mint fresh girls next door. Members of telly's refreshing beti brigade are also playing significant roles in grabbing viewership in the prime time slot.

While Qubool Hai, Uttaran, and Balika Vadhu - Kacchi Umar Ke Pakke Rishte are channel leaders when it comes to viewership, notching up impressive TVTs are new launches Do Dil Bandhe Ek Dori Se, Kehta Hai Dil... Jee Le Zara, Do Dil... Ek Jaan and Mrs Pammi Pyarelal. The interesting part? The female protagonist of all the shows are single, independent young women.

So how has the beti emerged as a favourite in a space hitherto dominated by kitchen politics? Producer Sunjoy Wadhwa of Balika Vadhu says, "One has to grow beyond saas-bahurelationships in TV shows. Though the focus is now on daughters, it's high time we showed different emotional aspects of human beings in our shows."

In urban India, as young independent women emerge as key decision makers when it comes to career and marriage, even producers seem keen to give them more prominence in their dramas. "A lot of the female protagonists in Hindi soaps are financially stable and take responsibility of their homes and audiences connect to them instantly. May be that's why these shows work," says Nikita Sharma who's essaying the role of a single working woman in DoDil... EkJaan.

Hindi soaps are often a reflection of urban Indian society and showmakers insist that most characters are planned out on the drawing board keeping the audiences' choice in mind. Producer Hemal Thakkar of Mrs. Pammi Pyarelal says, "There is a huge connect with daughters who are the pillar of the family and take on a prominent role in their families. It's said when you want a good wife, look for a girl who is a good daughter."

A huge chunk of telly's prime time viewership comprises of the 16-25 age group, and having a young woman protagonist ensures the show's immediate connect to the younger audience. Smriti Kalra of V Suvreen Guggal says, "Saas-bahu shows are done to death and offer nothing new in terms of content. With the viewership of soaps growing younger, there's a demand for younger women protagonists."

For Hindi GECs though, striking an emotional connect with the target audience is the icing on the cake, if a young spirited female protagonist has the ability to rake in the numbers, then more power to them!