I used to be 9 when Kasautii Zindagii Kay premiered on nationwide tv. Regardless of being one among the many numerous Ekta Kapoor exhibits that had titles beginning with Ok, it nonetheless stood out for me. In my juvenile head, its story of star-crossed lovers gave it the texture of a home-grown Shakespearean romance, completely different from every part else that aired on TV then. I bear in mind watching it night time after night time till I may watch it no extra.
As we speak, 17 years later, I’ve lengthy moved on however Indian TV is caught in time, extra garish and painfully uninspiring than ever.
When Ekta Kapoor first introduced Kasautii’s reboot earlier this 12 months, the present’s loyalists (sure, they exist) rejoiced however a whole lot of us shuddered inwardly. In 2001, a present like Kasautii labored, not due to its nice content material, however basically as a result of Indian audiences didn’t have many choices.
Nevertheless, the world is starkly completely different at present, so is the viewers and their sensibilities. 10-minute lengthy slo-mo character introductions and CGI flown ‘dupattas’ could have labored then however at present they are going to be seen for what they’re—totally ridiculous—and can be referred to as out too by the viewers who’re largely a era hard-pressed on time, that speaks its thoughts, is thought for dwindling consideration and can’t think about a day-in with out Netflix.
However Ekta Kapoor is aware of it already. Why do you assume she launched her personal streaming platform ALT Balaji in any other case? Attempting to monetise the untapped potential within the Indian net house, she has been persistently populating it with authentic exhibits similar to Bose and House. If she will put out such content material on the internet, why discriminate towards TV then?
It isn’t simply Ekta although. Colours TV additionally has its personal web-streaming platform referred to as Voot, which options fascinating originals similar to Toes Up With The Stars and Silly Man Sensible Telephone. Its tv exhibits in the meantime are nonetheless lamentably restricted to Naagin, which is now in its third season (the horror!) and Bigg Boss, now in its twelfth season (says all of it).
Curiously, regardless of world web-streaming platforms wolfing a big share of the home leisure house, TV nonetheless is the most well-liked supply of leisure in India for it reaches even areas the place the web hasn’t but. It gives content material in regional languages, a versatility which worldwide media service suppliers are working in direction of.
However simply because a transparent divide is now rising in who watches what, is it honest to feed off it? Make viewers in Jabalpur endure via the ‘saas bahu aur saazish’ sort content material on TV whereas concurrently aspiring to seize the eye of the metro junta with content-driven net exhibits?
So expensive each day cleaning soap creators, right here’s a request—use new shiny bottles all you need, however don’t serve rotten previous wine. We could not all binge-watch Netflix or dwell in metro cities, however we are able to inform. Additionally, web will ultimately attain the remotest of India very like TV. What then?
Comply with @sneha_bengani for extra.