SOAPS IN A SOUP

ONCE KNOWN TO RUN FOR YEARS, PRIMETIME SERIALS—THE BACK-BONE OF GECs—ARE STRUGGLING WITH DECLINING VIEWERSHIP DUE TO OTT AND SOCIAL MEDIA

BY VIDYA S.

TEN YEARS AGO, Yeh Rishta Kya Kehlata Hai used to garner TRPs of 9-10. Now, it’s a big [achievement] even if you touch 2-3,” says Hindi and Marathi TV serial producer Rajan Shahi, who is known for the show that has been airing on Star Plus since 2009, as well as hits like Anupamaa (Hindi, 2020) and Aai Kuthe Kay Karte (Marathi, 2019). His contemporary, Saurabh Tewari, writer and producer of Hindi shows like Sherdil Shergill on Colors TV and Lakhan Leela Bhargav (LLB) on JioCinema, points out that Anupamaa used to get urban TRP, or target rating points, of 4+ in 2020 when it was launched. “Now, it is at 2.8 even though it continues to be the top show. The volume of consumption (on TV) has come down.” TRP…

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Business Today (Digital) - 1 Issue, 29 October 2023

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