Film Industry: Telly shows that failed to live up to expectations

Telly shows that failed to live up to expectations

These daily soaps were launched amid a lot of hype a few months ago, but they couldn’t rake in good ratings

The time-band and viewership logic has always had its impact on the longevity of daily soaps. The first half of 2013 determined how promotional gimmicks and hype didn’t quite translate into TVTs (Television Viewership in Thousands) of many shows. While speculation is rife about the fate of more telly shows, here’s a list of soaps, which launched on the small screen with a promotional overdrive, but failed to deliver.

NA BOLE TUM NA MAINE KUCH KAHA 2: TO GO OFF AIR TO ACCOMMODATE BIGG BOSS 7 Launch date: January 14, 2013 Promotional gimmick: The Season 2 of Na Bole… raised a toast to the concept of seasons in fiction shows on Indian television. Great expectations: The second season promised the evolution of existing characters and introduction of new ones along with time leaps. It made the audience look forward to more layered performances and a well-scripted story.
Telly takes: A seemingly lacklustre punch owing to a weak script didn’t garner as much viewership points as one expected.

SARASWATICHANDRA: UNDER THE SCANNER Launch date: February 25, 2013 Promotional gimmick: Sanjay Leela Bhansali’s telly offering, adapted from the eponymous novel Saraswatichandra, depicted in a contemporary way.Teasers and promotional activities projected it as a romantic epilogue to the audience. Great expectations: The launch promised subtle and layered characters, not to mention the screen chemistry between the lead couple played by Gautam Rode and Jennifer Winget. Telly takes: The show has failed to garner the required TVTs.The much-hyped keep-a-distance romance between Saras and Kumud seems to have been of no help. Due to Bhansali’s busy schedule, the production of the show has now been taken over by another producer.

BANI...ISHQ DA KALMA: UNDER THE SCANNER Launch date: March 18, 2013 Promotional gimmick: Promotional activities like reaching out to young girls hit the headlines.The show also caught attention because of the controversy surrounding its title — it was changed from Gurbani to Bani.. Ishq Da Kalma. Great expectations: The show was touted as the next big thing to hit the small screen, which could give other shows in the same time band a run for their money and ad revenues.
Telly takes: Not-so-impressive TVTs put enormous pressure on the crew to come up with something new in every episode. This led to an unpredictable chain of twists in the show with no fringe benefits.

CHHANCHHAN: TO GO OFF AIR Launch date: March 25, 2013 Promotional gimmick: Countless teasers and outdoor campaigns announcing the perky protagonist’s (Chhanchhan) arrival gave the impression that the show was going to be a game-changer. Great expectations: Sanaya Irani’s popularity post the success of Iss Pyaar Ko Kya Naam Doon? was supposed to be the show’s USP, along with its script.
Telly takes: No formula seems to have upped the viewership number. Neither the on-screen chemistry of the lead couple, nor the replacement of the male lead seems to have worked.

SANSKAAR…DHAROHAR APNON KI: TO GO OFF AIR TO ACCOMMODATE BIGG BOSS 7 Launch date: January 14, 2013 Promotional gimmick: Besan ki laddoo prepared by the protagonist’s mother during promotional tours and outdoor campaigns spreading the message of love hidden in laddoosmade by moms grabbed attention. Great expectations: Jay Soni’s comeback venture after Sasural Genda Phool and Aruna Irani’s emphatic presence as the strong-willed Ba sounded promising reasons to watch the show.
Telly takes: After an impressive start, the show had to weather all the possible challenges of showbiz – lead replacements, TVT trouble, etc.

JUNOON AISI NAFRAT TOH KAISA ISHQ: UNCERTAIN Launch date: November 5, 2012 Promotional gimmick: The hype that the popular formula of rural-meets-urban has been packaged refreshingly, along with many promotional activities, generated interest. Great expectations: Mouni Roy and Aditya Redij as the lead couple had much froth to offer. The latter’s track record as a promising hero in Na Aana Is Des Laadoalso took the expectations to another level. Telly takes: Even Sara Khan’s entry and the doppelganger act of Aditya Redij failed to capture audiences’ hearts. The show is struggling to prove its mettle.

SAVITRI: UNDER THE SCANNER
    Launch date: February 18, 2013
    Great expectations: With latest visual and sound technology put to use, Savitri was launched as a show to watch out for.
    Telly takes: Neither the special effects nor the replacement of the male lead, along with the revamping of the story, have helped the show sustain the viewership. It encountered the worst prime-time blues, including a time-band shift, and might exit soon.

ANAMIKA: TO GO OFF AIR Launch date: November 26, 2012 Promotional gimmick: With teasers and promotional campaigns unveiling the chudailin the lead couple’s life, the show promos did all they can to grab eyeballs. Great expectations: A thriller that also talks about love and life’s tribulations, more action and suspense were expected from the show.
Telly takes: After a short span of decent ratings, the show’s popularity dwindled. Replacement of the female lead only resulted in more disconnect from the audience.