LookBack 2012: Shailesh Kapoor on 10 Things that Defined 2012 for Television
By Shailesh Kapoor
It's been more than an eventful year for the television industry in India. Digitization in the four metros is finally a reality (almost), and this sets the ball rolling for the nationwide digitization that we all eagerly anticipate. It was also the year of tussle on the measurement side, with the NDTV lawsuit setting the cat amongst the pigeons. I hope 2013 is remembered as the year of BARC, where we see a new, more robust currency research being set up by our industry bodies.
But besides these two key areas of activity, 2012 was also a year of a lot of action on the content and marketing front. Here is my pick on the top 10 events or trends of the year, which may have a lasting impact on the industry in the times to come.
9. Mahadev rewrites mytho rules: Almost all the success our television has seen in the mythological space has been 'calendar art' in nature. With its more atypical yet extremely entertaining treatment of Mahadev, Life OK ushered in a new trend. The programme managed to build popularity as the year passed, and this, in turn, should encourage other channels to break the stereotypical mytho mould, starting with MaaDurga on Colors. After the failed experiment in Mahabharat on 9X, Mahadev has proven that some of the holy cows of the mytho genre are overrated.
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