| Do people watch channels or programmes? Well, I would say programmes. If one analyses 'programming strategies' adopted by channels over the years, it's always been a game of a few shows working, which help turnaround the channel. A rather time tested theory where content remains king. So, getting the content right always remains a challenge in the quirky business of television, as the frothy audience reaches for the remote. Take the recent case of Zee's new shows Kasamh Se and Saat Phere which have once again proved the theory right. After almost a long six years, Zee TV's shows have found their rightful place in the Top 50 programmes. Though, the writing was on the wall with the number two channel Sony going in for the reality overkill, and Zee constantly pushing in newer innovative shows; so looks like finally Zee has bounced back. The success of it's two new shows, along with its revamped decade old show Sa re ga ma pa, has raked in the sticky audience giving the channel the clear number two slot. Since, the channel lost out the number one slot years back, but has somehow never stopped trying - constantly innovating, reshuffling and trying out newer genres. Can't help but recall Kittie Party, Lipstick, Astitva Ek Prem Kahani, Sarrkar, Piya Ka Ghar amongst others. Though, not all of them left a mark on the ratings but they definitely will be remembered for their different storylines. So, this time around it's just not by fluke that the programming strategy has worked for the channel, but at the backend a whole lot of research and work has gone into understanding and identifying the pychographic profile of the changing audience, storyline, narrative - apart from adding that extra Oomph factor. So, what's it about these shows that has worked with the viewers? When it comes to Kasamh Se, I would say it's programming genius Ekta's K factor that has worked for the channel. A simple story of three sisters and their complex relationships which shape up given the circumstances in life. The lead protagonist played by Ram Kapoor who plays a business tycoon and Prachi Desai (Bani), the eldest of the three sisters. The storyline revolves around love and hatred, as Kapoor who's in love with Roshni Chopra (Pia) but somehow as she elopes with her lover and in a rather filmy twist of events - Kapoor is married off to Bani to save the embarrassment.
Caught up in a torturous marriage, this week's episode had Kapoor asking Bani for a divorce, as old girlfriend played by Rakshanda Khan makes an entry. So, in all a typical Ekta serial with various sub-plots of love, hatred, vamps, intense scenes, conflicting values. In all, Kasamh Se looks good, because it tells a simple story, coupled with some good performances and a surprise package of pretty faces. Though, not a typical saas bahu but yet has the Ekta stamp with vamps at their bitchiest best... so kitschy, filmy and melodramatic.
Moving on Zee's second and dare one say more pathbreaking and impactful (not just on the ratings charts it needs noting) success story, Saat Phere, Saloni Ka Safar. Again a simple story of a dark girl, who is not so attractive and has to bear the prejudices in society. The story unfolds against the backdrop of atrocities like colour discrimination, dowry harassment, subjugation. It truly tells the tale of every Saloni scattered far and wide across our country. It's not just entertainment, but somewhere strikes a chord with audiences that transcends classes.
The serial is also aggressive, in terms of its dialogues, melodrama and overall treatment. The characters seem real people who scream their lungs out when angry. No wonder this story is doing well. Rating the shows in terms of the narrative, backdrop, value systems and emotion - though contemporary in the approach, the overall look and feel is somehow always for the average viewer. I cannot help but recall, years Zee's hugely popular Amanat which had a similar backdrop - a very middle class identifiable narrative, emotional in its approach..
Then there is Zee's third decade old success story Sa Re Ga Ma with producer-director Gajendra at the helm of affairs. An honest show with a loyal audience and real talent emerging. Thankfully, the show has not been reduced to a cheap reality show which audiences are increasingly getting fed up of. The decade old show which has now been revamped as Ek Mein aur ek tu has also worked for the channel. So, in all after many a flop, hit and miss, the channel's quest is yielding the dividends at long last. On the downside, departures in programming like Business Baazigar have definitely flopped and somehow there hasn't been a fundamental shift in terms of its original programming which worked for the channel in the mid 1990s. It's a mix of the first generation soaps focussed on society,with a little mix of the current genre of family dramas along with the endless twists of relationships with an affluent setting thrown in. Somehow, I think Sony's overkill of reality programming which brought in viewer ennui has also helped audiences looking for something other than Star Plus' saas bahu far sampling what Zee had on offer. ********** Since, we're on programming strategies, another channel that seems to be doing it right is The History Channel. Constantly reinventing and innovating, the channel tries hard to make history entertaining. So, it's all about 'living' the story. Over the last few months, I've been clued to the channel's various initiatives which are not just unique but also entertaining. From unraveling the lives of Bon Jovi, Kenny Rogers, then writers like Salman Rushdie, Jeffrey Archer and William Shakespeare. Awe inspiring stories which take us through the trials and tribulations of renowned personalities. I must say a rather passionate look at history with the right balance of fact | 
Ye Hai Mohabbatein
