Category: GECs

  • ‘Ramayan’, movies drive out pay Hindi GECs, news from across genres list

    ‘Ramayan’, movies drive out pay Hindi GECs, news from across genres list

    BENGALURU: Weeks 12 of 2020 (Saturday, 21 March 2020 to Friday 27 March 2020) and 13 of 2020 (Saturday, 28 March 2020 to Friday, 3 April 2020) witnessed big changes in Broadcast Audience Research Council of India (BARC) weekly lists of Top 10 Channels Across Genres on All Platforms. Week 12, the first week of the All India 21-day lockdown due to the dreaded covidvirus-19 had seen the entry of a Hindi News channel, the free to air (FTA) AajTak from the India Today group at rank 7. Only three GEC channels, two of which were FTA –Dangal (at rank 1), Big Magic (at rank 8) and Pay channel Sony Sab (at rank 3), were present in BARCs’ across genres on all platforms list in week 12 of 2020. Three Movies channels were also present in the list in week 12 along with two Telugu and one channel each of Tamil and Hindi News genres. Combined viewership of the Top 10 channels across genres in week 12 of 2020 was 8 percent higher than the combined viewership in week 11. From the Network’s perspective there were two channels each from Sony Pictures Network India (SPN), Star India and Zee Entertainment Enterprises Limited (Zeel) and one channel each from Enterr10 Television, Sun TV, TV Today group and Viacom18. 

    Week 13 of 2020 saw combined viewership of Top 10 channels across genres on all Platform climb even further- week 13 of 2020 saw week on week combined weekly impressions grow 18.3 percent as compared to the previous week. Eight of the channels in the weekly list for week 13 were the same as in week 12, but with higher ratings and a shuffling of ranks. Star India’s flagship Telugu GEC Star Maa and AajTak exited the list in week 13 to make way for DD National (at rank 1) and Viacom18’s Kids channel Nick (at rank 9). BARC attributes DD National’s growth of viewership to re-runs of programmes such as Ramayan, Shaktiman and Buniyaad amongst others.

    Four Hindi GECs, three channels from the Hindi Movies genre and one channel each from the Kids, Tamil and Telugu genres made up BARC’s weekly list of Top 10 Channels Across Genres on All Platforms. Please refer to the figure below:

    Top 10 Pay Channels Across Genres

    BARC’s weekly list of Top 10 Pay Channels Across Genres in week 12 of 2020 had seen the exit of five big GECs’, four of which were Hindi GEC’s and one was a Kannada GEC. All the channels were flagship channels. The Hindi GECs’ were Viacom18’s Colors, SPN’s Sony Entertainment Television, Star India’s Star Plus and Zeel’s Zee TV and the Kannada GEC was Zeel’s Zee Kannada. Three of the channels that replaced these GECs’ were Hindi Movies channels and two were Telugu GEC channels. BARC revealed during a teleconference that many GECs’ have included classic soaps& dramas and movies as big part of their programming, more so in South India. Four Telugu channels, three Hindi Movies channels and one channel each from the Hindi GEC, Kids and Tamil genres made up BARC weekly list of Top 10 Pay Channels Across genres in week 12 of 2020. There were two channels each from SPN, Star India, Sun Tv Network, Viacom18 and Zeel. 

    Week 13 of 2020 saw two channels exit BARCs’ weekly list of Top 10 Pay Channels Across Genres-the Sun Tv Network’s Telugu GEC Gemini and Zeel’s Zee Telugu. The new entrants were pubcasterDoordarshan’s (DD) flagship channel DD National and the Sun Tv Network’s Tamil Movies channel KTV. Hence there were three channels from the Hindi Movies genre, two channels each from Hindi GECs’, Tamil and Telugu and one channel from the Kids genre. From the network’s perspective, there were two channels each from SPN, Star India, Sun Tv Nework, Viacom18 and one channel each from DD and Zeel.

    Please refer to figure below.

    Top 10 Free Channels Across Genres

    BARC’s weekly list of Top 10 Free Channels Across Genres in week 12 of 2020 saw the exit of one Hindi Movies channel -ABZY Movies, to be replaced by Hindi News channel AajTak. The other nine channels in week 12 were same as in the previous week, with some shuffling in ranks.  There were three channels each from the Bhojpuri and Hindi Movies genres, two channels from the Hindi GEC genre and one channel each from the Hindi News and Youth genres. There were four channels from Zeel, three channels from Enterr10 Television, two channels from B4U Network and one channel from the India Today group.

    Nine of the channels in BARC’s weekly list of Top 10 Free Channels Across Genres in week 13 of 2020 were the same as in week 12. The channel that exited the list was Zeel’s Bhojpuri channel Big Ganga, which was replaced by DD’s DD National. The nine channels from the previous week had some reshuffling of ranks. There were three channels each from the Hindi GEC and Hindi Movies genres, two channels from the Bhojpuri genre and one channel each from the Hindi News and the Youth genres. There were three channels each from Enterr10 Television and Zeel, two channels from B4U and one channel each from DD and the India Today group.

    Please refer to the figure below:

  • Star Bharat reimagines channel identity to underline the need for social distancing

    Star Bharat reimagines channel identity to underline the need for social distancing

    MUMBAI: In this much-needed phase of social distancing and self-quarantining at home, Star Bharat sends a strong message of keeping a healthy distance.

    The channel, through its latest campaign, promotes and motivates people to follow social distancing uniquely by changing their channel identity. The original identity had an inspiring story of a boy fearlessly marching forward, mobilizing the crowd to join the movement of overcoming fear and moving ahead towards hope and progress. Capturing the collective energy of people in a rousing anthem by the celebrated AR Rahman, it formed the channel logo with all its beautiful shades.

    The new version uniquely played in reverse promotes the message of social distancing. The initiative aims to calm the anxiety in this critical phase and sends out a message asking people to stay home in these trying times.

    To encourage this effort, with hope and joy, Star Bharat has a special line-up of content reaching out to individuals and families all over the country with its latest campaign 'Bhula dein darr, Khush rahein Ghar Par.' 

    In order to bring laughter to the viewers, Star Bharat has introduced a new comic band by bringing two of the most iconic comedy shows ever seen on Indian television, Khichdi and Sarabhai V/S Sarabhai, produced by Hats Off Production along with the best chapters of its key mythological shows RadhaKrishn and Jag Janani Maa Vaishno Devi.

    Commenting on the Campaign, Star Bharat Channel Spokesperson said: “Currently the pandemic outbreak has led to millions staying home and glued to their television screens and phones for entertainment. And in such times of anxiety and distress in the country, the channel introduces joy in the life of its viewers with a daily dose of entertainment & learning through engaging content on Star Bharat. We aim to provide audiences with positive content which makes this quarantine period less stressful and creates an optimistic environment showcasing comedy and mythological shows.”

    Comedy shows Sarabhai V/S Sarabhai and Khichdi have both received immense amount of love from the audiences and it promises to be a treat for them this time around as well. 

  • COLORS bridges  gap between characters and audience with new series ‘Hum, Tum aur Quarantine’

    COLORS bridges gap between characters and audience with new series ‘Hum, Tum aur Quarantine’

    MUMBAI: Colors has introduced a unique programming approach to keep the audience connected with their favourite characters. Along with providing anecdotes from the lives of the characters, the channel is also introducing on-air series of gags featuring the talented duo- Bharati Singh and Harsh Limbachhiya titled- Hum, Tum aur Quarantine.

    In an industry-first, the channel will give the audience a glimpse into the quarantine life of the actors from its popular shows Choti Sarrdaarni, Shakti Astitva Ehsaas Kii, Naati Pinky Kii Lambi Love story and Pavitra Bhagya. From sharing their experiences, cooking for each other, discussing the current issues, playing virtual antakshari, dancing together, to going on balcony dates, the actors’ lockdown diaries will be aired as snippets during the primetime slot. While Pinky will be seen dancing away the quarantine blues, Heer will be seen checking up on her husband and her veers, and Gills and Dhillon family from Choti Sardaarni will also get together for a video call antakshari. Additionally, with Hum, tum aur Quarantine, Harsh and Bharati through fun gags will give a sneak peek to the audience on their experiences at the time of self-isolation and how the couple is dealing with them together.

    Viacom18 Hindi mass entertainment chief content officer Manisha Sharma says, “At Colors, we continuously strive to give our viewers unparalleled entertainment even during the challenging times. To further innovate the experience and engage with the audience, we have devised a format to strengthen the connection with the loyal fans by showcasing the actors’ real selves through small vignettes and gags. Through the videos, actors will engage with the viewers by taking them on a journey of their quarantine lives while highlighting the message of social distancing. We believe that this is our true test to serve our viewers with the best even in indeterminate scenarios.”

  • ZEEL launches #HumAndarCoronaBahar campaign

    ZEEL launches #HumAndarCoronaBahar campaign

    MUMBAI: To encourage more viewers to stay at home and keep the COVID-19 out, Zee Entertainment Enterprises Ltd (ZEEL) came together with Lowe Lintas in an extraordinary partnership to create the first-ever completely #FilmedFromHome #HumAndarCoronaBahar initiative.

    The entire campaign was developed and completely made by people working from home. Given the constraints of filming at home, the PSA uses a unique footwear device showcasing a ubiquitous conversation that is happening today in every Indian household and why it is extremely important to not step out of one’s home in these times.

    With all the film & content production being suspended and everyone adapting to the new norm of ‘working from home’, the film was shot on a DSLR inside a house and all the post-production work of editing, grading, music and voices were all done by different artists from their respective homes – without the need to step out – truly demonstrating that desperate times calls for extraordinary measures.

    ZEEL chief consumer officer Prathyusha Agarwal said, “As country’s leading media network that reaches 588 million individuals every week across the length and breadth of Bharat in the boli they understand, we stay committed to the cause of fighting the spread of the virus and supporting our authorities’ efforts. After urging for a behavioural change to wash hands for 30 seconds through our #BreakTheCoronaOutbreak initiative and uniting the country to pause and applaud the essential services’ workers during the Janta Curfew, we are now deploying the strength of our network to encourage every viewer to not venture out and stay at home with their families through #HumAndarCoronaBahar Initiative.”

    Lowe Lintas COO Sagar Kapoor said, “It is an extremely critical time for the entire nation in its fight against the spread of the virus. To establish the need of staying at home impactfully, the film uses the very device of footwear, that stands for heading outdoors. Hence we portrayed a conversation between a family where each person is represented by his/her footwear. Keeping the stay at home idea at the centre, the film has completely been shot and executed from home.”

    The campaign is live across all channels of ZEE from 6 April 2020 across regions and is also being pushed aggressively on social media platforms with some clever video edits of show and movie footage showing characters who are about to step out retracing their steps back inside.

  • IBF will resist any move to undercut ad revenue from govt & PSUs

    IBF will resist any move to undercut ad revenue from govt & PSUs

    MUMBAI: The Indian Broadcasting Foundation (IBF), the apex body of broadcasters, has said that it will resist any move by the government to undercut ad revenue from PSUs. This comes after Congress chairperson Sonia Gandhi gave a call to the prime minister to put an end to all advertisements by the various state governments and PSUs for a period of two years.

    In a release, the IBF said that it stands indomitably with the government of India in its fight against the COVID -19 outbreak. Broadcasters, voluntarily seizing the initiative, have been advising, educating and informing the public of the various measures taken by the government of India to fight the pandemic and urging them to stay home and safe.

    “Like other sectors which have been economically impacted by the COVID-19 outbreak, the media and broadcasting industry cannot claim immunity. In these testing times, any decision by the government to curtail budgetary allocation to advertisements carried out by various channels in lieu of government advertising will sound the death knell for the sector and particularly so, for the regional and smaller channels whose overwhelming dependence on government ads cannot be both overstated and undermined. With the closure of cinemas, the complete cessation of production of films and television shows, cancellations of live sporting events and scheduled advertisements and delays in payments by advertising agencies and distribution platform operators, the M&E sector is already facing the brunt of the slowdown. Advertisement bookings have nosedived by 50 per cent,” said the release.

    IBF further says that in such a scenario, it will resist any such move by the government to undercut revenue for government advertising as many of its member channels will lose substantial revenues and will be compelled to shut down resulting in massive job losses. “At this critical moment when the nation stands united to deal with the aftermath of COVID-19 outbreak, we request all parties to give a thought for the media sector which is known for its neutrality and objectivity.  A lot of government ads relate to social messages concerning health, education, etc.  TV still remains the primary mode of disseminating these messages to the citizens of India and stopping these ads is not in public interest,” it added.

  • ZEEL to offer financial relief to 5000+ daily wage earners

    ZEEL to offer financial relief to 5000+ daily wage earners

    MUMBAI: Media & Entertainment Powerhouse ZEE Entertainment Enterprises Ltd (ZEEL), as part of intensifying its fight against Covid-19, has committed to offer financial relief to over 5000 daily wage earners, working directly or indirectly for the company in its overall production ecosystem. Gauging the unprecedented impact caused to all daily wage earners due to the lockdown, as a responsible player in the media & entertainment sector, ZEEL has taken this step
    ensuring that the families of daily wage earners do not get impacted during this challenging phase.

    In order to further support prime ministers’ Citizen Assistance and Relief in Emergency Situations Fund (PM CARES Fund), ZEEL will leverage the strength of its media network across the nation and world at large, encouraging over 1.3 billion people to contribute. Over and above this step, ZEEL has also provided an opportunity to all of its 3500 employees to offer voluntary contributions towards PM CARES Fund through an intranet portal. The company will match the corpus collected from the employee contribution and the collective amount will be donated to PM CARES Fund.

    ZEEL managing director and chief executive officer Punit Goenka said, “We stand committed to financially support all the daily wage earners working
    in our production ecosystem. We firmly believe in the extraordinary power of coming together and fighting against a situation. In these challenging times, it is extremely critical for India Inc to  come together and support the national level initiative undertaken by prime minister Narendra Modi."

    He further said, "Apart from the financial support, we will also contribute in creating nationwide awareness about the noble initiative. Leveraging our strong reach across the nation and world at large, we are urging our esteemed viewers to join this movement. This is a time where the entire nation needs to come together as one family.”

    The collective strength of all consumer touchpoints of the company, including its television channels, digital platforms and social media platforms will be leveraged to urge people across the globe to join this movement. As a company which has always been obsessed about its consumers, in order to keep them informed and sensitized about the safety and precautionary measures, ZEE had implemented a first-of-its-kind initiative, titled  #BreakTheCoronaOutbreak.
    Under this initiative, content across 40+ channels was paused for a 30-second break throughout the day, encouraging viewers to wash their hands. In line with the decision undertaken by Indian Broadcasting Foundation (IBF), television channel Zee Anmol was also made available free of cost to all viewers across all DTH platforms and cable TV networks for a period of two months.

    On the company’s digital side, ZEE5 ensured that the internet bandwidth across the country was optimised by replacing high definition (HD) content to standard definition (SD) content. ZEE5 also ensured that the viewers remained calm and composed during the lockdown phase with its #BeCalmBeEntertained initiative. As a responsible media and entertainment player, ZEE has taken all the steps needed in intensifying its fight against Covid-19, with a key focus on supporting the daily wage earners and in keeping its viewers well informed and entertained.

  • Colors fine-tunes its content line-up

    Colors fine-tunes its content line-up

    MUMBAI: Colors has fine-tuned its content line up to be the viewers’ entertainment companion during the quarantine. Offering comfort amidst the chaos, the channel will have a range of content across genres including comedy, fantasy, drama, mythology, and reality in the prime time and non-primetime hours. 

    Setting the tone of the day will be a mix of action and comic reality with the reruns of the most popular seasons of Khatron Ke Khiladi and the laughter riot Khatra Khatra Khatra between 10 am to 1 pm. Movies will make the afternoons interesting as the channel will bring forth a great mix of family entertainers from its impressive library. The prime time lineup will feature the 5 top shows including Choti Sarrdaarni, Shakti. Astitva Ke Ehsaas Kii, Barrister Babu, Vidya and Bigg Boss Season 13 between 7-11 pm.  Each of these shows will air in one-hour slots giving the viewers a maximum dose of their most favourite programmes.  Weekends will bring comic relief with the best of Comedy Nights With Kapil, transport you to the fantastical world with  Naagin and trigger adrenaline rush with the reruns of the most recent episodes of Khatron Ke Khiladi.

    Viacom18 Hindi mass entertainment chief content officer Manisha Sharma says: “Due to the nationwide lockdown, the television landscape is changing quite significantly. We at Colors   are constantly and very closely evaluating how the viewership habits are evolving and designing our programming. With no fresh daily or weekly shows being put on air due to limitations, viewers are looking at alternate options for entertainment and non-prime time band has gained momentum. People staying indoors and spending time with the families has boost movie consumption on TV and hence we have consciously added it to the mix along with mythology. Through challenging times, Colors  continues to stay connected with its loyal viewers through a carefully curated mix of shows for wholesome entertainment.”

  • Sony Pictures Networks pledges Rs 100 million to film, TV daily wage earners

    Sony Pictures Networks pledges Rs 100 million to film, TV daily wage earners

    MUMBAI: Sony Pictures Networks India (SPN) will contribute Rs 100 million to support daily wage workers in the media and entertainment industry, in response to the nationwide lockdown to contain the widespread impact of the COVID-19 pandemic.

    With the entire media ecosystem including all television, cinema shows and films production coming to a halt since 20 March, the M&E industry is grappling with mass unemployment. It has especially impacted the sustenance of the daily wage earners from production crew involving a gamut of people like artists, camera men, spot boys, light boys and their dependent families.

    The network is reaching out to the daily wage earners identified by their respective trade associations with free coupons which they and their families can exchange for their daily necessities like food and essential items at select retail stores. SPN is also working with its various commissioned production houses to disburse a month’s salary to each daily wage earner.

    Additionally, the network has also contributed to the ‘Swades COVID Fund’, set up by the Swades Foundation. Founded by Zarina & Ronnie Screwvala, the foundation is providing authorities of Mumbai, Raigad and Nashik districts of Maharashtra state, medical equipment and consumables, procured under their direction for their fight against the COVID-19 pandemic. Also, in Mumbai, the foundation is supporting infrastructure, healthcare staff, volunteers and consumables in identified government & private hospitals.

    SPN managing director and CEO NP Singh said, “In light of the global pandemic, we are witnessing large communities across the world coming together to tide over the crisis. These unprecedented times have had a cascading impact on the media and entertainment industry, which employs a huge number of daily wage workers. As a conscientious conglomerate, it is our responsibility to direct efforts towards ensuring aid reaches our primary beneficiaries who have contributed to the success of the network.

    'Besides this initiative, we are also providing coupons to the migrant workers from this daily wage workforce, which they can trade off at certain retail outlets for groceries and essential supplies. We will leverage every opportunity to help our country at large to get through trying times like these.”

    Additionally, in an unanimous support with the industry, the network has made its channel Sony PAL available free of charge on all DTH and cable networks to its viewers for a period of two months. This will provide people who are restricted to their homes wholesome entertainment and invigorating content and will help provide relief during the period of lockdown.

    Several channels in the network including Sony Entertainment Television, Sony SAB, Sony Pictures Sports Network, Sony Marathi and Sony YAY! have created PSAs. Additionally, advertising inventory across SPN is being extensively used to promote public service messaging.

    For more consumer-facing television news, read: tellychakkar

     

     

     

  • Sony Pictures Network premieres film promoting positivity amid COVID-19 pandemic

    Sony Pictures Network premieres film promoting positivity amid COVID-19 pandemic

    MUMBAI: 'Stay at home’, ‘stay safe’, ‘wash your hands’, ‘work from home’, ‘maintain social distancing’ are the statements that one hears these days. In these tough circumstances, stalwarts of the Indian film industry have come together with a unique short film, Family, to spread the message that social distancing and staying-at-home can be made more productive.

    The stalwarts who have come together for the short film are: Amitabh Bachchan, Rajnikanth, Ranbir Kapoor, Priyanka Chopra, Alia Bhatt, Chiranjeevi, Mohanlal, Mammootty, Sonali Kulkarni, Shiva Rajkumar, Prosenjit Chatterjee and Diljit Dosanjh

    Conceptualised and directed by Prasoon Pandey in collaboration with Bachchan, the film shows that staying at home, staying safe, maintaining hygiene, working from home and maintaining social distancing can be productive and should be taken in one’s stride.

    The premiere of this film will be simulcast across all channels of Sony Pictures Network on Monday, 6 April. Through this film, Bachchan will also unveil an initiative that supports the sustenance of daily wage workers associated with the entertainment industry.

    While most of us continue to work from home, it’s the daily wage workers who have borne the brunt and are suffering the most. Given the unprecedented nature of the situation, an initiative undertaken by Bachchan, ‘WE ARE ONE’, has been supported by Sony Pictures Networks India and Kalyan Jewellers, through which a monthly ration to 100,000 households across the country will be given.

    Through a commercial tie-up with a leading chain of hypermarkets and grocery stores in India, digitally barcoded coupons have been distributed to a verified list of workers from the All India Film Employees Confederation. Furthermore, monetary help has also been extended to those in need.

  • Star Plus’ nine-month long tryst with ‘Kahaan Hum Kahaan Tum’

    Star Plus’ nine-month long tryst with ‘Kahaan Hum Kahaan Tum’

    MUMBAI: Production of shows across TV and OTT has halted due to the lockdown. While there is no way to predict when normal functioning will resume, GECs are filling airtime with re-runs of popular shows from the past. One show that just concluded before Covid-19 became a pandemic in India and deserves a re-run is Star Plus’ Kahaan Hum Kahaan Tum (KHKT). The 9 pm primetime show, which had its last airing on 14 March, was a refreshing change from the monotonous saas-bahu drama that is a standard across channels, national or regional.

    In June 2019, KHKT replaced Krishna Chali London, which ran for a little over a year. Before Krishna Chali London, Naamkaran ran for about 463 episodes. Now KHKT has given way to a new show Anupama, an adaptation from Star Jalsha’s Sreemoyee about the struggles of a homemaker. The -pm slot has turned into an experimental one for the channel ever since it ended one of its popular shows Diya Aur Baati Hum which had a successful run from 2011 to 2016.

    However, KHKT was a track apart from all these shows. While primetime shows tend to depict traditional families, Sol Productions took bold strides with KHKT. Says Sol Productions’ founder and managing director Fazila Allana, “For KHKT, our effort was to be more reflective of today’s society. Women are becoming stronger and standing on their feet. We did show a wealthier society in the show and we got a great response for it with a huge cult audience too.”

    The premise of the show itself was novel: a love story between a TV actress and a surgeon in predominantly upper-class urban Mumbai. The other stereotype it broke was that every primetime show must make you cry or feel sad. KHKT introduced a lot of humour in its first few months, which was like a breath of fresh air.

    “My heroine wasn’t the ‘roti dhoti abla naari’. She was a confident girl. The romance was also different. They [the lead pair] spoke of things like let’s take a shower together,” says producer Sandiip Sikcand. Indeed, the show attempted to break several taboo topics whether it was sex education between the mother and daughter, the husband and wife discussing their first night together or even something as challenging as suicide.

    Even as the show focused on Sonakshi Rastogi, portrayed by Dipika Kakar Ibrahim, Allana points out the difference in KHKT’s male protagonist Rohit Sippy, played by Karan V Grover. “More than a strong woman, whom you see in multiple shows now, the biggest thing here was the man supporting the woman in having her independent identity whether it was her life, career or having a name of her own,” she says. This track was mildly attempted in Diya Aur Baati Hum where the lead Sandhya Rathi had a semi-supportive husband in her dream of becoming an IPS officer.

    There is a reason why women swooned over the character of Rohit Sippy. While crafting Rohit’s character, Sikcand says, “He is the kind of guy everyone should be like. In my shows, I like men and women to be as real people. They need to be the way I feel they should be. Every human needs to be humble and supportive. A man is not a benchmark for a woman and the woman is not the weaker sex. You are a human first and man/woman later.”

    Even as the love between Rohit and Sonakshi was blossoming from courtship into marriage, trouble seemed to be brewing not just in their marital life but also on the channel and production front. After a few months, the show had to introduce drastic dramatic changes to rake up the TRPs. “They [Star] had maintained from the start that they want to break the 2 GRP barrier for the 9 pm slot. It is a tough slot and is up against the number 1 show. We came close but we couldn’t cross it. The channel probably had their own research and decided that they want to experiment with a different kind of story. Even KHKT was an experiment and it worked up to a point,” shares Allana.

    Sikcand says that the team got the call to pack up on 14 February, Valentine’s Day. When probed about what the channel gave as a reason for winding it up within nine months, Sikcand is tight-lipped stating that the conversation between a broadcaster and a producer is like one that takes place between a husband and wife in the bedroom. “I don’t know what prompted this decision but ratings is what we [the industry] judge by,” he mentions.

    Allana, giving more insight, says that the show only appealed to a certain audience mindset and that is what led to the decision to end the show. “The audience that watched KHKT is more evolved and that number isn't a lot in the country. Which is why in the UK it was the top show,” she says.

    If a conservative audience is what is being catered to by Hindi GEC primetime, is there no hope then for shows like KHKT that want to take the road less travelled? “Given a chance, I’ll make the show the same way again. I will not stop experimenting. KHKT was different and maybe, different takes a little more time. I will continue saying stories which will compel the thinking to change,” says Sikcand boldly.

    On the other hand, Allana says that the change in the show type can only happen when audiences change. “Star is catering to the audience. If the audience prefers to watch drama and woman constantly being beaten up and rising like a phoenix they will be forced to create such shows,” she points out.

    Is TRP a limitation on creativity? Sikcand agrees but adds metaphorically, “You cannot go to the temple and not acknowledge the god. In TV, content isn’t king, TRP is. It’s up to you if you want to dance for that god or not. I will still dance because I need him to wake up, turn around and say don’t take me as a god.” Interestingly, the show got called off a few months after it changed tracks to cater to TRP-led viewership.

    Sikcand’s idea is not to ruffle feathers by introducing extremely off-beat thought-provoking ideas in his storylines. It is to keep introducing them little by little. In his own words, it is by adding a little baingan in your daily bhindi and keep increasing the amount of that baingan little by little.

    Ending at one episode short of 200, KHKT was unable to get a revised timeslot due to lack of vacancy while OTT was a challenge monetarily.

    While Allana feels the show might have been a little early for Indian mindsets, she hopes it still touched a lot of lives.

    For Sikcand, this is only temporary. He will continue to work with Star and is already buzzing with ideas not just for TV but also for OTT. “When you want to win the race, take a step back and sprint. Maybe this is that,” he concludes.