Is over-reliance on analytics for curating content hurting TV?

As General Entertainment Channels (GECs) increasingly rely on viewership data and past successes to shape their programming, concerns are emerging that this approach is leading to repetitive storytelling and audience fatigue.

At a TV summit organised by IWMBuzz on Wednesday, industry experts debated a pressing question: Is the television industry’s growing dependence on TRPs and data analytics stifling creativity? 

Television is a dynamic medium and hence understanding the audience is crucial. However, the rise of advanced analytics has transformed this process into a numbers game. Channels now craft programming that adheres to tested formulas, which is leading to repetitive content, says Rajan Shahi, Director of Kut Production, known for popular shows "Yeh Rishta Kya Kehlata Hai" and "Anupamaa".  

“There is no doubt that research and data provides valuable insights. But when every decision is dictated by numbers alone, we risk losing the magic of storytelling. What works once doesn’t necessarily work forever,” said Yubaraj Bhattacharya, Consultant TV & OTT, Juggernaut Productions (IN10 Media Network). 

The discussion “TV formats to engage with consumer 2.0” was moderated by Vikas Gupta, Director, Lost Boys Productions. Ranjeet Thakur, co-founder, Frames Productions and actor and content creator Anand Goardiya were also part of the panel. 

Repetition Leading to Fatigue?

Content producers point out that many GECs are hesitant to move away from proven formulas, leading to an oversaturation of similar content. Whether it’s family dramas centered around traditional values, reality shows with predictable formats, or crime thrillers with identical plot structures, the overuse of familiar themes is evident. 

“There is a growing fear that original ideas are being discarded in favor of ‘safe’ bets,” said experts. “Channels need to have faith in creative minds rather than just following what has already worked.”

Experimentation is crucial 

So, where does the industry go from here? Experts at the summit agreed that the answer lies in striking a balance between data and creativity. While analytics can provide useful guidance, they should complement rather than dictate content decisions.

Rather than dictating terms, channels should give creative freedom to producers, say leaders. They also urged that experimentation needs to be encouraged, even if it involves some risk. 

Some of the most iconic shows in television history were out-of-the-box ideas that wouldn’t have been greenlit had they been judged solely on data, experts noted.