It's an often used cliché- the television is getting bigger and better. Well, on the ground if you come down to costs, television is one of the most aggressive medium these days!
However, some youngster might complain that they find themselves watching the age-old tales like the 'Mahabharata' and 'Ramayana', each time somebody else's version. And yes, it has been more than two decades now. With all due respect, we still can go on reeling eyes on the warfare and airstrikes from both our mythological epics but for those who'd like some change and fresh content, is it so much to ask for?
While the western world is appreciating quality on Netflix and TV shows weaved for a defined number of episodic runs, the desi audience is dealing with regressive depiction in programs like Nagin and Kavach- Kaali Shaktiyon Se. By regressive I do not mean that superstitious elements are out of fashion as of course we all love watching Game of Thrones, Vampire Diaries and Supernatural; but I mean that these elements have been over utilized in the past.
It brings us to the core question: Who wants us to watch this?
Apply the simple trade tools to get an answer. In India, only 52.2 million households have access to a television set, let alone the percentage of them being digitized. People who watch it with their family are far greater (in India) than those who watch it alone (in USA/UK). So, the advertising push here is higher than pull of the content makers.
The ratio of the people watching for content in India is not accurately accounted for but still their exposure to an advertisement is far greater than in UK/US.
Farzeen Ali, an associate producer with Viacom 18 Media said, "The basic aim of any show is to generate profits, the argument that we should make responsible content falls short when a show which you may not agree with, earns big money."
Well, it's easy to blame the producers and advertisers but it is easy said that done. With the average cost of a daily soap rising up to Rs.5-10 lakhs, producing such a show or investing so much money is no joke! Apart from escalating infrastructure costs, actors, directors and writers being roped in for never-heard-before prices for their services. You all might agree that TV serials are slowly turning into feature films. It is because our television industry operates on an advertising model and not the subscription model, like in many other countries. Content cannot be the sole driver of the business when the entertainment quotient is there in play.
The arithmetic I agree here is skewed; with the Broadcast Audience Research Council (BARC) installing only 20,000 systems across the nation to measure the TRPs and GRPs one can realize how representative is that number for the country's population.
Ali, who was also an ex-student of Jamia Millia Islamia explains, "In 2000-08 when Ekta Kapoor's K series shows were a big hit, the TAM ratings recorded a measure as high as 22%. Today, even the highest rated show Naagin which tells the story of a wishful snake has recorded a rating of 5%. These numbers are only percentage of the universe."
Which brings me to the second most asked question: Why does TV follow a specific trend time to time?
The reason is clearer now that we being able to relate to shows are not important. The genres and programs which can attract most eye-balls are undoubtedly able to make the highest pitch in the mainstream business.
Be it due to use of photography, graphics, impressive costumes or costly set-designs.
They are able to demand competitive rates for advertising slots from big brands. An inside source from the industry revealed that production of each episode for horror shows costs between Rs.15-25 lakhs and ad rates for the front, range anywhere between Rs.1-2 lakhs for a 10 second slot.
Well, let's sit back for a while are think of the past trends that have ruled the television industry.
Remember the 90s period?
In the days gone by, we were watching many supernatural, horror and fictitious serials like Aahat, Woh, Kahin Kisi Roz, Kya Hadsa Kya Haqeeqat.
Also, how can we forget the biggest trend that ruled the charts for the longest time? Yes, the saas-bahu drama genre. Serials like Kyunki.., Kahanii.. and Kasauti… were the prime time dramas.
Then came in the age of crime-thrillers sort of serials such as CID, Special Squad, Don, Crime Patrol, Savdhaan India and Gumrah.
Years later now, the 'horror' shows have made a big time comeback on the prime time television. And mind you, if you think this is a repetition, I would suggest look closely. These are regular family dramas, where you have family members, saas-bahus, pooja ghars and blended with the horror genre! Bahus can now be seen in avatar's of Makhi-Daayans, whether you like it or not is something you have to deal with but no one can debate that this isn't new. It can be termed as the new supernatural code for a few years. The credit primarily goes to Colors TV which managed to take the lead and set off a new trend which seems to be unstoppable now.
"Such shows thrive on experimentation and variety of shots. For faster, edgier and murkier shows like that the grammar of the boring daily soaps cannot work," said Arvind Bhanot, from the production team of Devon Ke Dev Mahadev.
And yes, not all shows which introduce a paranormal track or sci-fi elements do well with the viewers. Shows likeVishkanya and Hamari Adhuri Kahani on Zee, failed to garner serious audience. It proves that, in the long run even for a supernatural show the content is a mainstay. If the characters or the script is not well-crafted the show will have to shut-down.
Last, but not the least if we take non-fiction shows into consideration, whether it is the broadcaster and production house are huge or not, so much of creative marketing is required just to create the buzz, definitely the total budget runs in millions. Don't agree? How do you think the so called "Non-fiction"shows manage to call upon the Bollywood biggies as judges, actors/ artistes/anchors and celebrity guests?Yes, the singing and dancing reality show, quiz or talk shows arerelatively more expensive.
So it's more like discussing the plight of television world, the world beyond high-profile stars, the glitz and glamour. The teams who produce the shows work with so many constraints churning out as many episodes possible with long hours and tight schedules.
On one hand, there's no doubt that we're probably approaching a tipping point where internet savvy audienceis being pushed away from Hindi TV and is being pulled by English or regional content. On the other hand, we still have an honest dream to be able see the rebirth of relevant, inspiring, high-quality Hindi shows…
Let's hope, one day there will be a mix of both industries and we'll get to see betterparadigm shifts.
BW Reporters
Soumya is a young writer and journalist, with bachelors in Multimedia and Mass Communication. She is an alumini of the Asian College of Journalism, and finds politics and sustainability intriguing beats to work with.
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