Top Story

e4m_logo.png

Home >> Media - TV >> Article

Mythology & period dramas gain ground on Hindi GECs

10-June-2013
Font Size   16
Mythology & period dramas gain ground on Hindi GECs

Mythology and historical drama series have since early days captivated the imagination of the Hindi general entertainment space and its audience. Players have forever experimented with mythological-based series such as Ramayan and Mahabharat, along with historical series such as Akbar Birbal. One of the earliest shows, Shri Krishna, was first broadcast on Doordarshan's Metro channel in 1993. The series was then re-telecast on Sony Entertainment Television and later on Star Plus as well.

Sony Entertainment Television launched the historical series Chittod Ki Rani Padmini Ka Johur in 2009. Similarly, Zee TV had shows such as Raavan and Akbar Birbal, etc. It also launched Jhansi Ki Rani in 2009. Star Plus introduced Jai Ma Durga as part of it programming content in 2008. Star Plus’ sister channel Life Ok also launched Mahadev in 2011.

The genre has since observed a slowdown, with channels launching a greater number of shows pertaining to family, crime, reality TV, horror, etc. 

But though for some time we observed a slowdown of such shows, late 2012 and 2013 were a little different.

Mythology and history making a comeback?
Recently Sony Entertainment Television launched its new historical drama series Bharat Ka Veer Putra – Maharana Pratap. Zee TV is also all set to introduce Jodha Akbar from June 18, 2013. Star Plus would also be launching mythological series Mahabharat.

Life Ok launched Savitri in February 2013. Colors also launched Jai Jag Janani Ma Durga in December 2012. Zee TV also launched Ramayan in 2012.

Mythology, forklore and history are genres that can be redone and packaged differently everytime, the end product being something that would have a fresh look and feel to it. Also, with the Hindi space cluttered with the similar type of content, players intend to bring something new to the table. Another significant element that adds to the charm is the fact that such shows have a large spectrum of audience involving all age groups.

Also, with players in the broadcast space wanting to bring the grandeur and the experience of cinema to the small screen, such shows become of the best bets.

The limiting factors
But all said and done, experts believe production and high investments to be some of the few challenging aspects of this genre. Lavish sets, costume, etc. add to the production costs, which usually range from Rs 8 lakh to Rs 10 lakh for a 30-minute episode.

Additionally, such shows do not provide opportunities for branded content or in-product placements as compared to other fiction or reality show, which in turn makes monetisation difficult. On the other hand, if the show strikes the right cord with the audience and observes high viewership numbers, the returns are high.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

The Managing Editor of Public TV gives insights about the struggle the Kannada news channel endured during its nascent stage and what led them forward to the second position that they occupy right now in what is a rather crowded marketplace

The unveiling of the Pitch Madison Advertising Report 2018 event was held on February 15, 2018. Over the years, the report has become a benchmark in the industry. Here are some pictures from the event...

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing...

Jake Dyson, Chief Engineer and Member of the Dyson board, spoke about the innovations and technology that they plan to bring to India