Script it, shoot it and brand it, seems to be what the Tellytown is aiming at. Amid the number of shows vying for viewers' ratings on the tube, some shows have indeed managed to garner more brownie points having made indelible mark on the small screen.
Balika Vadhu recently completed 1,000 episodes and is still going strong with formidable TRPs; Yeh Rishta Kya Kehlata Hai is 900+, while others like Uttaran, Yahaan Main Ghar Ghar Kheli, Pavitra Rishta, Mann Kee Awaaz Pratigya and Taarak Mehta Ka Ooltah are inching towards the 1,000 mark. At the same time, CID revels in the popularity quotient having made its presence felt since 1998. Then there are some shows like Diya Aur Baati Hum, Iss Pyaar Ko Kya Naam Doon?, Bade Achche Laggte Hai, Saas Bina Sasural, Rishton Ke Bhawar Mein Uljhi Niyati and Dil Dosti Dance which have either turned or are on the verge of turning a year old (no mean feat in today's time when fractured viewership divides audience loyalty considerably), are notching up good TRPs, and topping the charts.
What makes some shows stand apart at times when the audience simply wants variety in every episode is the inherent adaptability of scripts. "Today if a soap has two-three years' stint, it is considered a great achievement," says Kavita Barjatya, head, TV division of a top production house. "The increase in the number of entertainment channels has taken the competition to another level. So, the focus should be on interesting characters, strong content and powerful execution," says Barjatya.
Some shows not only sustain the momentum but witness characters' growth too. Producer Rajan Shahi presses on the need to experiment. "Even now shows make their mark. After three successful years, Sapna Babul Ka... Bidaai went off air with a TRP of about 6.1. After 3.5 years Yeh Rishta... too, is still going strong. There is no specific design for success, what matters is viewer connect."
What the industry unanimously echoes is the need for shows to become part of the viewer's life. "Content wins when the viewers connect with the trials, tribulations and turmoil of the characters," says Barjatya.
Shahi, says, "Shows which become part of the daily lives become brands and it is all about audience connect to the characters." Producer Asitkumar Modi emphasizes on the need of variety, content and strong characterisation. "Strong storyline, concept and characters, make a wonderful mix. Shows like Taarak Mehta... , Balika Vadhu have strong viewer connect and their brand equity, comes with time."
Depicting content that established instant connect with the target audience, here becomes the key. Producer Shrishti Arya whose Remix was a huge success in its time, says, "Genuine themes when portrayed on the screen yield good results, and in turns make shows most longrunning."
As long as shows continue to win audience's love, actors too can leverage their brand equity based on the former.
Serial Name Years
CID 15
Aahat 14
Kyunki Saas Bhi,. 7
Kasautii Zindagi Kay 7
Kahaani Ghar Ghar Ki 7
Kumkum 7
Woh rehne Waali Mehlon Ki 7
Bhabhi 6
Hum Paanch 5
Baa Bahu Aur Baby 5
Astitva 4
Kkusum 4
Kahin toh hoga 4
Saat Phere 4
Banegi Apni Baat 4
Dill Mill Gaye 3
Ek Mahal Ho Sapnon Ka 3
Kasamh se 3
Kaahin Kissii Roz 3
Kutumb 3
Bade Achche Lagte Hain Naya Season
Tum Se Tum Tak
Bigg Boss 19
Cricket
Kyunki Saas Bhi Kabhi Bahu Thi 2
