When the first domestic T20 tournament launched five years ago, it affected not only the lives of TV actors and channel heads, but also the housewives watching their favourite shows. While the former had to struggle to maintain viewership, the latter had to fight for the remote with their
husbands to catch their daily soaps.
Thanks to the novelty of the game, the collective viewership by TV buffs and cinemagoers slipped by a colossal 25 to 40 per cent. Looking at the way things stood, most channels refrained from launching new shows during the tournaments in 2008-09. Instead, they preferred to do so post the game season.
But since last year, the charm of the league seems to have worn off, thanks to the many scandals it has been embroiled in. And that has translated into happy news for channels. After three years of fighting competition by introducing fresh twists in their tales to engage their viewers, last year, the industry declared they were not scared of the game. That sentiment is only getting stronger this year. Many channels are putting their money where their mouths are and preparing to launch new shows.
By the end of the month, Star Plus will air its new reality show, India’s Dancing Superstars. The show will mark actor Ritesh Deshmukh’s TV debut as a judge. Zee TV is also gearing up to launch its big property, Dance India Dance Super Moms in May. Veteran reality show judge Farah Khan will be seen on this one. Life Ok plans to come out with a fiction series, Kaisa Yeh Ishq Hai, in a few weeks.
All we can say now is, let’s wait and watch.