Regional Flavour

Two and half years ago,the focus changed to issue-based stories set in Rajasthan,Haryana,Bihar,Uttar Pradesh and Maharashtra,when dailies such as Balika Vadhu,Agle Janam Mohe Bitiya Hi Kijo,Bhagyavidhata,Laado,Bairi Piya and Pavitra Rishta became successful. This,however,turned out to be a great opportunity for SAB TV to exploit show concepts based on Gujarati culture with shows such as Tarak Mehta Ka Ooltah Chashma. And SAB TV was rewarded with Gujarat contributing hugely to its rating. In recent months,other channels — Star Plus,Sony,Zee and Colors — too have woken up to SAB’s success formula. Behenein,Ram Milayi Jodi,Gulaal,Krishnaben Khakrawala,Mukti Bandhan and Sanskar Laxmi are some of the shows which have been cashing on this formula.

Though a show’s concept and story gain top priority for a channel,its backdrop becomes the second-most important criteria. “Often TRP considerations decide the backdrop. If a channel has a couple of shows based in central and northern India,Gujarat becomes an obvious choice for a new show since Gujaratis don’t watch regional channels much,” reasons producer JD Majethia of Behenein and Baa Bahoo Aur Baby. In his view,a Gujarati backdrop offers a good entry point for a show because of its vibrant culture,festivities and costumes. “Every story has to have a pan-India appeal. But backdrop is equally important to connect with characters. What is true of Punjab in films is true for Gujarat in serials,” he adds.

Gujarat,according to Star’s executive creative director Vivek Bahl,apart from being visually rich,also offers a great range of characters. “From the traditional to the liberal,from rural to modern,Gujaratis are future-focussed and very family-centered. That offers several opportunities to create stories,” says Bahl.

Even from the business perspective,Gujarat,according to SAB TV’s business head Anooj Kapoor,has always been a strong market for general entertainment channels. “Ever since Kyunki… gave a headstart to Star Plus,stories with Gujarati backdrop have enjoyed predominance in programming and hence it makes logical sense for others to follow,” he reasons. However,he doesn’t agree with the view that Gujarat’s predominance is because of its vibrant culture. “Rajasthan and Punjab are even more colourful,but Gujaratis are outgoing in nature and like entertainment. It’s probably why they watch a lot of television,” he feels.