A lethal combination of such “mera pati mera devta hai” soaps & “mujhe meri maa ke liye jeetna hai” reality shows was force strong enough to put me off television for quite some time now. I did watch few new concepts here & there like Ballika Vadhu on Colors but even there, I lost my interest because of its dragging content. So, of late even if I used to sit in front of television it was either with a book or with my laptop in hand. But some 10 days back, a cute girl “Antara” managed to grab my attention finally on Zee so much so that her innocent looking face made me put that book down & watch the serial intently till the end. The end of that episode made me curious enough to wait for its next episode & lo’ now I’ve been watching “Aapki Antara” continuously for last week & a half. I must say it’s a damn nice serial which Zee is telecasting these days at 8:30 pm. Not only this, there are many new programs on each channel now which in terms of presentation and content are far cry as compared to their old counterparts. There is Agle Janam Mohe Bitiya hi Kijo on Zee, Bhaskar Bharti, Ladies Special & Entertainment ke liye kuch bhi karega on Sony and many others on channels like NDTV Imagine, Colors etc; surprisingly none of these are having the typecast indian saas, bahus or patis.
Thank god, finally Indian Television Industry has accepted the change in Indian Consumer’s taste! I had written about Sony re-branding on my marketing chit-chat blog earlier but well, in terms of content I think not only Sony rather the overall television industry has gone for a major facelift. I think soap producers have finally understood that today’s consumers prefer to watch a “Rock On” as against “Ek Vivaah Aisa Bhi” or a “Dostana” as against “Yuvraaj”. Like many other things, Indian consumer has undergone a change in their television viewing habit too and hence television producers need to keep up with times if they want to capture today's generation. As of now I’m loving this change & I just hope they keep on innovating to sustain this change in the long run too :-).