Top Story

e4m_logo.png

Home >> Media - TV >> Article

Old shows in a new avatar – a smart move or foolhardiness?

16-July-2010
Font Size   16
Share
Old shows in a new avatar – a smart move or foolhardiness?

Those were the days when there was just one channel (Doordarshan), when the streets turned empty when one’s favourite serial was on, and when the over-dressed saas-bahu sagas hadn’t taken over. Those were the days when iconic soaps like ‘Hum Log’, ‘Buniyaad’, ‘Mahabharat’, ‘Ramayan’, ‘Yeh Jo Hai Zindagi’, etc., ruled the roost.

Now, the news that Doordarshan is planning to revive one of its most popular shows, ‘Hum Log’, has generated a lot of curiosity. The show will be called ‘Hum’ and will be set in Bihar as opposed to the original setting, which was in Haryana. Keeping in mind the current scenario, there will also be some cosmetic changes such as the introduction of modern amenities on the show, including television and cell phones.

The show was a raging success in the 80’s, but will it be able to hold its own in the current environment with umpteen number of soaps and a multitude of reality shows and 300+ channels?

Ashwini Kamat, General Manager, MediaCom, noted, “What the channel needs to evaluate is whether the issues being addressed in the programme are relevant to the current viewer. If the current viewer cannot identify with it, the programme will never take off.”

Kartik Iyer, Managing Director, Carat Media, felt that there might be initial excitement about the show. He further said that the show would enjoy higher viewership in non-C&S households as compared to C&S households.

But would an advertiser prefer investing in such shows? Or would they rather go in for a show that is fresh and unseen? Mediacom’s Kamat said, “As long as the programme promises to deliver, it doesn’t matter to the advertiser.”

Media planners have mixed reactions on this development. While a lot will depend on the content of the show, it remains to be seen whether audiences will tune in to this show and accept it in its new avatar, considering the fact that it has high nostalgia value for a generation that still remembers it.

Tags

Abhishek Punia, Co-founder and COO of ARM Worldwide, tells about how they re-branded themselves from ARM Digital to ARM Worldwide and in the process marked their presence globally

Srinivasan opens up on what prompted their recent rebrand, their foray into bus depots and developing the software that displays Bengaluru Metropolitan Transport Corporation's (BMTC) Passenger Information System for all the major bus depots in Bangalore.

Software and Technology, Consulting, Healthcare seem to be increasingly using Webinars to engage with their clients and employees

Chandy indulges in his love for reading and learning something new over the weekends

Though revenue from media operations grew by 10.6% yoy to Rs 760.8cr, the film production revenue declined by 18.0% yoy

At the inaugural one-on-one session between Aroon Purie, Chairman & Editor-in-chief of India Today Group and Anurag Batra, Chairman & Editor-in-chief BW Businessworld & Exchage4media Group, Purie spok...

At the 11th Indian Magazine Congress in New Delhi Rajdeep Sardesai, Consulting Editor, India Today, remembered the time when he used to work for Times of India