Kyunki... serials are getting longer - An article

In recent times, have you wondered how your favourite show, instead of its usual half-hour duration, has suddenly been extended to one hour?

A still from Bandini

And, a few days later, it goes back to its original time? Even when there's no special track or some other high point in the serial that prompted the extra minutes, as used to be the practice earlier. Well, this is the latest strategy adopted by channels to boost Television Rating Points (TRPs). A strategy that helps to lure viewers by breaking viewing patterns.

For instance, people watching a 10 pm show will continue to do so even beyond the regular half-hour. So the channel has succeeded in keeping the viewer glued to its show and prevented him from switching to another channel. Popular serials like Yeh Rishta Kya Kehlata Hai, Balika Vadhu, Uttaran, Agale Janam Mohe Bitiya Hi Kijo, Bandini, Pavitra Rishta and the very recent Na Aana Iss Des Laado have all been given extra air time to counter competition.

This trend started with Bidaai becoming a one-hour show for almost three months. It gave a boost to the channel and others followed suit. For viewers it does get a little confusing, but then it's all about the number game, and in these excessively competitive times, strategies like these help boost Gross Rating Points (GRPs). Says producer J D Majethia, whose Shree had a one-hour special, "This strategy is working well for all channels. At times, it even attracts new viewers." Producer-director Rajan Shahi, of Bidaai and Yeh Rishta Kya Kehlata Hai, admits it's a challenge for daily soaps when the duration is increased. "It's not very easy, considering we work round the clock, but the channel always asks us if it's possible or not. No compromise on quality."