Small town soaps emerge as clear winner in TRPs war

Ankit Jain - Televisionpoint.com| Mumbai
Cutesy actors in itsy bitsy dresses, slick programming and an urban approach to shows, this is what viewers once associated satellite television with.

One look at the serials on Indian television today, and the viewer will notice that shows based on small towns and village settings are emerging as clear winners in the war of the TV rating points (TRPs).

The current crop of serials on Hindi general entertainment channels (GECs) are closer to real life and have stories set in non-metros. While audience tastes are changing, new con tent is being used as a smart strategy by channel owners who are aware that cable television has penetrated in smaller towns and villages.

According to TAM data there's a 21 per cent increase in TV homes in lower income groups as newer markets like Bihar, Rajasthan and Maharashtra are being taken seriously. Thanks to the deluge of participants from small town and rural India in reality shows, GECs have realised the actual concentration of viewership for TV is not always in metros.

Shows like Agle Janam Mohe Bitiya Hi Kijo, Balika Vadhu, Na Aana Is Des… Laado, Yeh Rishta Kya Kehlata Hai, Mata Pita Ke Charano Mein Swarg, Chhoti Bahu, Shree, Ghar Ki Laxmi Betiyann, Bandini and Sapna Babul Ka... Bidaai are ruling the roost these days.

In a bid to differentiate, most soap-makers have gone story-hunting in towns and villages. Producers Rajan Shahi's popular show Sapna Babul Ka… is based in Agra, his Yeh Rishta Kya Kehlata Hai is set in Udaipur and his last offering Mata Pita Ke Charnon Mein Swarg is set in Vrindavan.

Shahi believes that shows that are set outside metros have a unique flavour. "Since most Bollywood films are shot abroad or in the metros, a small town/village setting in TV shows is a welcome change," he quips.

Some believe that small towns and villages offer a lot in terms of storyline. "The real India has a lot of stories to tell. The audience needs to get a peek into the happenings of rural and small town India. And it's working too. How else can one explain the success of Balika Vadhu and Agle Janam…?" feels actor Karan Mehra.

According to industry figures the biggest TRP winners for the past few months have been shows set in 'real' India with 'real' issues. Actor Sarwar Ahuja believes that the audience has shed the uppity urban attitude. He feels that "the story is what matters, not where it comes from".

However, one cannot possibly deny the fact that it's the audience from small towns that make or break a show. "Small town is where real audiences of television are," says actor Sara Khan, adding, "They want to see something they can relate to." Shahi agrees, "As shows enjoy maximum viewership in small towns and cities, it's natural for us to shift focus there."

Needless to say, as soaps on kitchen politics fade into oblivion and camera gimmicks make way for good writers, production houses, are going all out to woo (and even audition) people in small towns for their daily dose of drama.