The Hindu Business Line : Soaps to get more `colourful' lather

IF you are bored with watching rich Punjabi or Marwari households unfold family dramas on tear-jerking telly soaps, there could well be some respite. Popular entertainment channels of late have started airing serials set in different backdrops. Is it variety that they are offering or is it an attempt to woo vernacular viewership?

Now you could watch a love story set in strife-ridden Kashmir on Star Plus' newest offering Kashmeer, the repercussions of a curse on a family living on the backwaters of Kerala in Sony's Goonj Ateet Ki and a Devdas-like setting in the yet-to-be launched Kahani Teri Meri.

So is there a viewer fatigue for the regular North Indian family soaps? "The point here is not about a North versus South divide. It is incorporating a backdrop which adds variation and allows for a reflection of the myriad colours that represent our vast heritage," said Ms Anupama Mandloi, Director, On-air Programming, SET India.

"We always look to introduce more variety and depth in the content offering to our viewers. As a general entertainment channel, we need to do things differently and make them interesting," said Mr Tarun Katial, Senior Vice-President, Programming, Star Plus.

According to Mr Sanjay Garg, Client Services Director, Enterprise Nexus, a change in backdrop helps infuse freshness and attract people in that particular region. "Serials specific to a State or a culture could help boost the TVRs (television ratings) in that region. For instance, Sony may be trying to attract audiences in Kerala with its Goonj Ateet Ki or Bengali viewers with its new offering," he said. Also, these States have several regional channels with high loyal viewership, which the Hindi channels are trying to pull.

However, very few shows with different backdrops have succeeded. For instance, Heena on Sony and Kasutii Zindagi Ki on Star Plus have managed to attract audiences and generate good viewership ratings. Sony's Goonj Ateet Ki is not on the top 100 list. Ms Mandloi said, "Goonj Ateet Ki has been received well by audiences. The show is in Hindi, the characters are normal, everyday characters placed in a unique situation. The drama and suspense within the show is what is holding the viewers' attention".

However, media planners think differently. An FCB-Ulka representative felt that it's the promotions and packaging of a new serial that is the key to its success. "If the packaging is good and the channel is able to create the initial curiosity, viewers will sample the show. They will visit the show once and if it offers good value they will watch it. At the end, it is all about telling a good story," she said.

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