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3. Death of Indian Television !
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DEATH OF INDIAN TELEVISION !
May 15, 2022
From the early 60s, the Doordarshan era, TV has become an essential member of
every Indian household. From melodramatic to masaladaar shows, we Indians love
them. No matter how regressive, sexiest, and baseless the show might be, we love
to watch it. We may disagree with it, but we still watch it as a guilty
pleasure.
The modern Indian soap revolution started in the early 90s with the introduction
of satellite channels like ZEE TV. The czarina of soap, Ekta Kapoor, has been
credited for the revolution of Indian television from the late 90s and early
2000s. “K” shows ruled almost all the charts during those days. People were
glued to screens from matinee to late night. So much was affected by soaps. The
death of a character in a soap became a topic of debate on the streets. People
mourned for days. No matter how regressive those shows were, they may have
connected with the Indian audience.
With the introduction of more and more GECs, Indian television was roaring and
soaring high, from soaps to reality shows. From live sports to the biggest
reality shows like KBC, Indian Idol, Bigg Boss, etc., this has made this a
billion dollar industry. Everything was sailing smoothly, but since late 2018,
things started changing. The advent of faster internet and OTT platforms slowly
diverted Indian viewers from TV towards online content. Here are a few reasons
Indian television is losing its audience:
1. Too many ad breaks: Advertisements are a significant source of revenue for
any television program. We used to have one break between each show, like
the kind of intervals in a cinema, but nowadays TV channels are interrupting
the slow pace of a show with frequent advertisements every 5–6 minutes. Each
soap gets at least 3-4 ad breaks.
2. Too many ads: It’s not just ad breaks which have increased, but the number
of ads per ad break has also significantly gone up. From 3-6 minutes, we are
bombarded with 6-12 ads in each ad break. They simply zap to a new channel
when they see an ad and forget what they were watching in the first place.
3. No innovation: In terms of content and programming, GECs continue to rely on
franchise model reality shows such as KBC, Sa Re Ga Ma Pa, Bigg Boss, and
Dance India Dance season after seasons. There is no change in the kind of
content on TV. Whereas in OTT, people are exposed to new type of content on
a regular basis. Be it comedy sketches, stand-up, vines, web series, etc.,
there are many sub-genres within even a kind of show.
4. Same good ole Saas Bahu melodrama: While old generations might watch the
same ole “saas bahu” melodrama, millennials just can’t bear those overly
staged sagas. Many shows which start as children’s stories or rural social
dramas ultimately end up being another “Saas Bahu” drama.
5. Don’t know when to STOP: There are many soaps that have been running for
more than a decade without any metamorphosis. Be it “Taarak Mehta Ka Oolta
Chasma” or even CID for that matter, which ended after running for more than
20 years. Even in the recent take upon Bollywoodish “Icchadhari Naag”
Naagin, every season the story remains the same, just the characters change.
Many GECs have started feeding their shows ad free on their paid OTT platforms
in order to attract new generation audience, still most of those shows are
performing terribly. Most of the shows are now freely available on YouTube or
Jio app, which has become another avenue to make income for these TV channels.
The bottom line is as long as mediocrity remains in the industry be it
television or Bollywood or even OTT for that matter, it is destined to be
doomed.
DesiKudi is an avid entertainment blogger who have been writting about different
topics related with Indian Entertainment on major news portals. She has take
upon anything to everything from Movies, Web Series, TV Shows, etc.
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