Kyunki Saans Bhi Bahu Thi

There was a time when Star Plus used to telecast English serials. I still remember watching the serial about a family which had robot as its member. Then came Kaun Banega Crorepati. And Star Plus has never looked back. But more than KBC it has been Ekta Kapoor who had contributed to keeping star plus as number one channel for a decade. She has completely transformed the television industry. In the process she has targeted the customer segment which tv channel used to ignore i.e. the Indian women. And she has been so successful that this segment which had a small share in viewership has grown to become almost the market itself. As can be attested by your’s truly who had to give up watching CID and horror serials.
There were 2 serials at the front of the change Kyunki Saans Bhi Bahu This and Kahani Ghar Ghar Ki. These 2 serials dominated the TRP ratings for a number of years. It was like blue ocean for them. They can keep the loyalty of their viewers with minimum effort. Their formula was simple they would show an Indian women in a common family suffering due to conflicts with in her family. Theirs would be worst possible relatives but the heroin will drown all her suffering at the temple. She would behave like a satyagrahi taking all the sufferings and drowning her sufferings at the temple. Besides this core issue there would be weddings and people coming back from the dead. They can keep on bringing new children and marrying them off. And if one character becomes popular then they would kill him and then they would bring him back after an agonizing wait for the viewers.
But according to microeconomics theory every one earns zero economic profit in the long run. So this blue ocean has now turned into red sea. There are now 20-30 serials on the same formula but they try to differentiate themselves by portraying different relations creating new niche segments. Power of Ekta Kapoor camp has also declined. No longer, her serials dominate the TV channels. In fact she is now focusing on movies.

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