This is an amazing success story. Ask a teenager at Velocity about EK, and he or she would say-“ Ekta who”. Ask about her to the housewife-next-door, and she will happily discuss the latest storylines of her serials.
The first time I became aware of K-mania was when my friends in college started calling a rather traditional classmate ‘parvatibhabhi’! “Who’s that?” I wondered. “She is the one from Kahani Ghar Ghar Ki!” someone replied.
“Kya Kkusum jaise sanskar aap mein hain?” My friend asked me one fine morning. “What? Nahi!” was my spontaneous answer. Then I realized she was reading the line from the huge Kkusum poster on the wall.
Why do K-serials click? Is it a difficult question or what!
Well, first things first. Let’s admit that some of her serials were nice in the beginning. Some serials became nice after a few episodes. But why do people keep watching when the serials cross all limits of logic and decency?
Ms Kapoor, a single 20-something woman has become India’s biggest media tycoon. Girl Power? But she is on the hit list of all the women organizations! Sounds contradictory? Contradiction is the soul of her serials.
Are the K-serials worth watching? No way! But what are the top slots in TRPs? KSBKBT and KGGK! Talk about TRP scandals and manipulations? Possibly.
But what about the real people I know who don’t miss a single episode!
# All serials revolve around a super-rich family. Slick houses, posh cars, talks about 200 crore business deals- given that majority of viewers can only dream about such lifestyle, why do they watch something they cannot relate with!
Kitchen politics and other big problems always keep this super-rich people tense and unhappy. When a housewife sees a Tulsi or Parvati crying on screen, she thinks- “I need not feel miserable. Even richer, prettier women have problems.”
# A joint family is another feature. Since members of those joint families are always creating trouble for each other, people think- “ If joint family becomes such a headache, I need not feel bad about not living in a joint family.”
# How about the elaborate prayers and rituals in K-serials? Some people feel that they ‘learn’ about religion and rituals by watching K-serials!
# Unfortunately, after a few episodes, watching a serial becomes a habit. “I know the serial is really bad, I want to stop, but I am addicted.” is the simple argument.
# When all the leading channels have Ekta’s serials or similar serials by other production houses, What is the option available?
# Most of the hit K-serials have immensely popular characters. That has always been Ekta’s strength-focusing on characters instead of story. Many of these characters have huge fan following, their styles are copied by masses. Hiring good looking, fresh actors and giving them unique styles has worked well here. Women watch these serials to get some dressing-up tips.
# Slow pace has also been useful. Viewers don’t miss much if they watch intermittently.
# In general, stress has increased in lives of urban viewers. Probably they prefer to see the tragedy-filled serials instead of the ‘feel-good’ type sitcoms.
# Then there are housewives and old ladies- Ekta’s main viewers. For them, the kitchen politics and never ending storylines actually make sense.
# People bored with their mundane lives enjoy the twists and turns in the storyline.
Ekta’s serials have already lost a lot of viewers due to the weird and illogical twists and turns. There is a limit to the viewers’ patience.
Still, we must acknowledge the benefits of K-serials-
1) The tragedies and trials of the Karacters make people think-“ I am much luckier.” It helps to increase the overall sense of well being in viewers.
2) It has given an identity to Indians (so what if it is distorted!). The Zee English and Star World shows just cannot compete against the ‘Bharatiyata’ shown in K-serials. (So what if the channel making maximum money on ‘bharatiyata’ is a foreign channel!
3) Those who cannot stand K-serials have significantly reduced their TV time.
4) It has provided a hot topic for write-ups (like this one), GDs, talk shows, etc.
5) K-serials have reduced the glamour of films and TV stars have become bigger than film stars.
6) It provides much-needed break for the brain.
Is there any way we can use this K-effect positively?
# It can be used in psychotherapy and depression treatment.
# KSBKBT tapes can be used as a torture method for criminals.
# The army can employ the writers who write those cruel and vicious plans.
# Plastic surgeries and 150 yrs old characters in K-serials can form the basis for scientific research in those areas.
# It is a good solution for insomnia.
# For those with a good sense of humor, a K-serial episode can turn out to be very entertaining and hilarious.
Will K-serials continue to succeed? I seriously doubt. But we cannot underestimate the K-power. Kyunki Indian public unprediktable hain !
