Channels have shifted their focus from urban rich families to small town rural India
Till about two years ago, programming of satellite channels revolved around urban stories of business families. Today the balance has tilted in favour of rural stories set in havelis, hamlets and small homes. Urban stories have not been completely done away with. However, their number is small and the backdrop and characters have small city and semi-urban feel and look. But the shows which have caught viewers’ attention are the ones which deal with poverty, atrocities against women and other social issues. Incidentally, once upon a time Doordarshan was the home for such shows. What’s more, even reality shows
(Desi Girl) are moving into the rural setting and talent hunts (India’s Got Talent and Indian Idol) are scouting potential singers
and performing artistes from small and remote centers.
What has caused this shift from urban India to semi-urban and rural Bharat? “This is a result of cable television penetrating deeper into the interiors,” says producer Yash Patnaik of Jamunia and Rang Badalti Odhani. Both the shows are set in rural Chattisgarh and Gujarat, respectively. Yash says channels are wooing semi-urban and hinterland viewers because cable television is growing faster in these places. According to writer Purnendu Shekhar of Balika Vadhu and Jyoti fame, in recent years the sale of television sets is much higher in rural areas as compared to urban centers. “So obviously bulk of the audience is coming from there,” he adds.
Ekta Kapoor who is making three rural-based shows Bandini, Bairi Piya and Sarvagunn Sampanna agrees, “It is simple business logic. Ten years ago when I started Kyunki Saas Bhi Kabhi Bahu Thi and Kahaani Ghar Ghar Kii, cable television was mainly watched in urban households. Over the years, cable TV has penetrated into small cities, towns and villages where people watch more of general entertainment channels. So obviously channels are focusing on the entertainment needs of this new segment of viewers. As a producer I have to make shows for people who watch more television.”
Ekta has a point. A decade ago, cable and satellite homes were at about 25 million. In 2006 the number stood at 70 million. According to latest TAM estimates, the total number of C&S homes is 103 million, of which 54 million are urban and 46 million rural. “Obviously the surge in rural homes watching television is getting reflected in content,” observes Yash. However, the change that came suddenly about two years ago happened by default. Says Purnendu, “Nobody wanted to try out rural subjects but the success of Balika Vadhu opened the floodgates. When one thing succeeds it becomes a trend,” he points out.
Purnendu also has a point. The growth of cable television didn’t happen overnight. As cable TV market grew in numbers, TAM also increased its panel size (People meters) to determine TRPs by covering the numerical and geographical spread of the market. However, till mid-2008 the programming norm was to stay away from rural settings and stories because they were considered down market. But once Balika Vadhu broke the norm it became a kind of reference point for channels and producers to scout for stories and settings based in rustic rural areas.
While Do Saheliyan director Sanjay Upadhyay doesn’t deny that the focus has shifted from urban to rural subjects, he however, is of the view that the change is mere cosmetic and synthetic. “In an attempt to woo the rural market, channels are doing issue-based shows based in rural settings but what’s missing is sincerity and depth in storytelling. The core issue gets sidetracked and often the true essence of the subject gets lost when the main storytelling begins,” he regrets. Interestingly enough, in Sanjay’s view while satellite channels are merely doing a shallow and surface level job to appease the new market, DD on the other hand, has lost its originality and focus because it is trying hard to ape its satellite siblings.
No one denies that the market has changed but channels deny that there is a deliberate attempt to go rural. “It’s just that some stories are suited better for rural backdrop while others are more appropriate in urban milieu. For instance, we couldn’t have placed Agle Janam Mohe Bitiya Hi Kijo anywhere but rural Bihar and Yahaan Main Ghar Ghar Kheli required a small town central India backdrop,” says Zee’s fiction head Sukesh Motwani. Says another senior programmer, “Like films, TV programming also moves from one trend to another. But within the trend there is variety too. People are getting to see all kinds of shows and not just rural shows.”
In Sukesh’s opinion it’s best to have a balance between rural and urban shows. “For mass general entertainment channels both set of audiences are important,” he adds. But he agrees that the balance is titled more in favour of rural stories because it is a current fad and even a section of urban viewers are lapping up these shows. Purnendu explains it better, “Urban viewers have number of entertainment options. Many tune in to niche English entertainment and movie channels. But for semi-urban and rural viewers, the only entertainment avenue is Hindi channels.” That probably explains why channels are focusing more on rural stories.
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