 |
||
|
||
|
||
Before you jump to conclusions, here are two clues: the setting is modern-day India and the canvas is the small screen.
In case you haven’t figured it out, we are referring to the mega-return of top-of-the-line mythological programmes on Indian telly. Star, Sony, Zee, Sahara, SABe TV..you name it, they have it. And star wars, in their latest avatar, are set to hit the small screen.
So, with remote in hand, curl up in the living room, and get set to witness the history of the ‘80s-when entire streets were deserted on Sunday mornings-being rerun in the 21st century.
Leading the pack is Zee TV, which is introducing new, updated versions of the Mahabharata and the Ramayana in the coming weeks. Says Sandeep Goyal, group CEO, Zee TV, “We, have long nourished the idea of revisiting the mythological arena and recreating the magic that these serials had woven for Indian audiences in the 1980s. In keeping with evolving audience tastes and the technology at our disposal today, we are looking at evolved renditions (of the mythologicals) in synch with the psyche of today’s viewers.”
While Zee is keen on bringing the new productions of the two mega-epics on air to coincide with Divali this year, Star has already taken the plunge. In fact, it was Star Plus which flagged off the trend of using mythological serials for prime time viewing. Says Yash Khanna from Star India, “Apart from Jap Tap Vrat and Maa Shakti, we have already introduced Aatma-a daily one-hour religious programme in the mornings-from this month.”
Following the trend closely is Sony Entertainment Television (SET) which, in spite of having a couple of big budget mythologicals on air at the moment, is still to reveal its trump card. Says Rekha Nigam, programming head for SET, “We have a couple of ‘mythological’ aces up our sleeves but it’s premature to discuss them now. All I can confirm is that we are in the midst of strengthening our programming band on mythologies.”
Then there’s Sahara TV, the hottest underdog of the Indian soap opera. The channel is in the midst of an extensive relaunch exercise, with mythologicals as one of its main weapons. While Sahara has already started telecasting Draupadi-touted to be the first time the Mahabharata is being seen through the eyes of a central protagonist-Om Namo Naaraayan is scheduled to go on air by the middle of August. Says Priya Raj from Sahara TV, “The channel is also evaluating a few period drama concepts which could be commissioned at a later point of time.”
End of episode. But the key question still remains: Why are mythologicals suddenly in such demand? Markand Adhikari, managing director, SABe TV, attempts an answer. “Mythologicals fall into the steady programming category. They command loyal, dedicated viewers, which gets translated into constantly high TRPs,” says the chief of SABe TV, which has Brahma Vishnu Mahesh on prime time and Sati Savitri and Satyavadi Raja Harishchandra on Sunday mornings on the channel.
Concurs Mr Goyal, “Mythological serials are the original television hits of India. They were the first to cut across all barriers, including the rural-urban divide, to reach out effectively to viewers across the country and around the world. Current research done by our channel indicates that there is great interest in the epics right now.”
Ditto, says Mr Raj. “A mythological serial unifies the entire family irrespective of small towns or big cities. With production values for such programmes increasing by leaps and bounds, a high amount of gloss sets in, which again, is a sureshot way to ensure eyeballs.”
Indeed, with the budgets of some
mythologicals shattering the Rs 20 lakhs-per-episode barrier, the new versions
are looking slicker and moresophisticated. So, as heaven starts looking
more and more like heaven, and hell like hell, mere mortals are getting
ready to be hooked onto the tele-tube for their half-hour of instant salvation.
Possibly, it’s time for the saas and the bahu to move over-paradise is
waiting for its moment in the limelight.
|
||
|
||
|
||