From romance, consummation, seasons and leaps, to new shows being launched — a lot is happening on Hindi GECs during this IPl season. Producers and programming heads tell SANGEETA YADAV that the fear of losing out on TRPs because of the ongoing league season is no longer a concern and it is all about keeping the viewers entertained
There was a time when channels, production houses and producers would go into a huddle to decide how they would play out the soap dish during the IPl. In most cases, the serials would drag out the storyline or avoid bringing in a twist for fear of losing out on viewership. Today, while the producers and channels say that IPl has no or little impact on shows, and are going ahead with launching new ones, bringing in maha episodes and even introducing a twist in the storyline, truth is that some shows like Qubool Hai have a taken a three-year leap and a 22-year leap — all within a couple of weeks. Is this not because there is fear of losing out to IPl and, therefore, the need to make dramatic changes to keep the viewers glued to the showIJ
“The IPl and soap audiences are two different subsets. We aren’t afraid of losing out on TVRs to the cricket extravaganza as our loyal audience will stay. If they miss the show during prime time they will make sure to catch the repeat telecasts. There are about three to four repeat telecast slots which all serials enjoy. It doesn’t help our cause to drag the show and make it boring because then we may lose our loyal audience for good,” Abhimanyu Singh, producer of Bharat Ka Veer Putra…Maharana Pratap on Sony, says.
He also tells you that one has to remember that the audiences are quite unforgiving. “They won’t give you a second chance. Unlike yesteryear when producers were happy to drag an ongoing track through an entire IPl season, nowadays we can’t do these tricks,” Singh tells you adding that the real competition is the other serials that they are pitted against and not the IPl.
“I lose sleep over a new prominent show in a rival channel than worry about IPl stealing my audience. Every year, the audience for a particular serial is growing. So, if we miss out on five per cent viewership owing to IPl, we are confident of gaining 10 per cent new audience for the show. It is a win-win situation for all of us,” Singh says.
Such is the competition among channels that they don’t want to viewers to even surf other channels during the commercial breaks. To prevent surfing, one gets to see the promos of the upcoming episode. This ensures that people keep watching their show. In shows like Jodha Akbar, just before IPl started, the track was slowing down. But in the last two weeks, since IPl began, lots has happened. Jodha left the palace and went out in the jungle. Akbar went looking for her. They met in Mathura, there was an attack on Akbar so they went to Amer where he apologised to Jodha again who continues to be her defiant self.
In Tumhari Paakhi, a reveting love story is unfolding wherein Paakhi (Shraddha Arya), who was always seen wearing a sari, has transformed herself. Is consummation in the airIJ The build-up is definitely leading to it. In Rangrasiya, Rudra (Ashish Sharma) can’t take his eyes off Paro (Sanaya Irani) at Major Singh’s 25th wedding anniversary party and thereafter.
“Viewers are liking and appreciating the latest twists in Beintehaa, Rangrasiya, Balika Vadhu and Sasural Simar Ka. Despite IPl, we continue the planned storylines across all shows. Just like every game, every genre enjoys its own loyal audience — be it cricket, news or Hindi drama. We are certain that this audience segmentation trend which has been observed over the years will continue to remain unchanged,” says Prashant Bhatt, weekday programming head, Colors.
Interestingly, for some channels, it is not the IPl which is a competitor. It is the serials on other channels. Many lose sleep over a new show on a rival channel than worry about IPl stealing their audience. Is that the reason why some channels have launched new shows and opting for prime-time slots with no worry about IPl being thereIJ
This appears to be the premise as two big shows were launched recently — Kumkum Bhagya (Zee TV) and Nadaan Parindey (life OK). The weekend slot also has newbies in the air. Gangs of Hasseypur (Zee TV) and Mission Sapne (Colors) are loaded with plenty of entertainment.
“IPl or no IPl, our aim is to entertain viewers. We have to provide good content. With Mission Sapne, we endeavour to provide differentiated content and engage them with newer shows across genres. We are also working on the next season of Jhalak Dikhhla Jaa which will be launched post IPl. So, it is not as if we are making changes or bringing in new shows because we feared IPl and were afraid that our ratings will fall,” Manisha Sharma, weekend programming head, Colors tells you.
Even English GECs have launched new shows like The Exes 3, Criminal Minds 9, Mad Men 7, Two and a Half Men 11, Modern Family 5, etc. “24, live Another Day and Sex & TheCity are some shows that are set to air soon. Elementary 2 is already on. Our focus is on the 10 pm slot where viewer interest typically tends to be lower post IPl’s first-innings break,” Arpit Mankar, programming head, AXN India, says, adding that they are not competing with the IPl time slot at all.