Recently, YouTube came out with a year-end list of videos that India watched the most in 2010. There were no great surprises. The list affirmed what we knew: that Bollywood and cricket still rule the Indian heart and mind. If Live IPL, Tendulkar’s double century, Shakira’s ‘Waka Waka’ and ‘Sheila ki Jawani’ were the most searched phrases, among the most watched were Bollywood hits mostly from the previous year.
YouTube’s list by no means defines what our prime preoccupations were — I mean, no one searches for videos on inflation or moral corruption of the polity, after all. Nevertheless, within its confines, what makes the list and what doesn’t are both significant. The FIFA World Cup finds no high mention apart from Shakira, neither do any of the very special Indian victories and performances at the Commonwealth or the Asian Games. No scandalous sting operations either.
Still, it was a delicious opportunity to see what the masses — the people who make up those staggering numbers — were watching. To see what had drawn the most eyeballs and, perhaps, to understand why. At the very top, something unexpected: a video featuring Australian motivational speaker Nick Vujicic, a man born without limbs. The clip received more than 15 million hits on YouTube India. Clearly a viral, its popularity is not surprising given the inspirational, emotional content. However, what’s heartening is that there is no obvious ‘India’ link here. Insular as we are, if this many viewers watched this brave man speak, it brings hope that we can perhaps be global citizens after all.
But there ends our token interest in affairs outside the ‘des’. At number two, with over 4.5 million views, is the title song from Dil Bole Hadippa that has Shahid Kapoor and Rani Mukherjee keeping boisterous Bhangra beat. I enjoyed this number from 2009’s releases but wouldn’t have put it this high above other musical hits. The film was only a very average grosser, there were other songs that pleased audiences — from Delhi 6, for instance, or Kaminey or even ‘Emosanal Athyachar’ from Dev D… what made Hadippa zoom to the top? A look at the video explains it. It’s simply a wonderful combination of music, fluid choreography and star power: Rani Mukherjee shows off her shapely back and tops that with an amusing Sardar cameo. A look at the region-wise statistics for this video reveals an interesting bit of trivia — the video is most popular, not in India, but neighbouring Pakistan.
The presence of ‘Tere Liye’, a song from the Viveck Oberoi starrer Prince is a bit of a mystery. But note that it is sung by the soulful Atif Aslam, as is that other toplister ‘Tu Jaane Na’ from Ajab Prem ki Ghazab Kahani. Both movies were duds; there is nothing special about the way the songs were picturised. In fact, the top search yields for both songs aren’t even videos so much as montages to acco-mpany the song, so the inevitable conclusion must be drawn: India loves Atif Aslam.
‘Crazy Kiya Re’ is in this list, which is no surprise for Aishwarya Rai was in top form in Dhoom 2. There is also a steamy scene from Kurbaan with Saif Ali Khan and Kareena Kapoor. This one left me cold but, as they say profoundly, whatever…
But the inclusion that startled me most was a song from the 1984 film Andar Baahar with 3.9 million hits. I remembered this movie vaguely. It had Jackie Shroff and Anil Kapoor in it and involved, I think, cops and robbers. It was not a significant hit then and there is no reason why it should suddenly resurface other than that Shemaroo Entertainment uploaded it in February 2009. True, Shroff and Moon Moon Sen are fairly uninhibited in the rain-dance sequence but we have seen better and worse, depending on your point of view. Then, why? A viral spread by subterranean forums perhaps? We shall never know.
Saturday, December 25, 2010
Saturday, December 11, 2010
New soaps, more lather
The world of Indian TV soaps is raising a duststorm. Not of controversy this time but the honest dust of frenetic activity.
Soap operas, as studies and common observation will attest, are addictive affairs. It is a large but rather particular audience — usually female though not exclusively so; these are people with the time and mindspace to spare for the concerns of other people, be they ever so fictional. A good soap extends beyond the half hour that is spent in front of the television — a good story fills the crevices between chores, engages the mind and heart when they are not needed elsewhere. Favourite soaps are habits; not to have the next fix when it is habitually due can be disturbing to the rhythm.
I say all this to place in context the consternation of soap-viewing audiences given the ongoing changes in viewing patterns. To begin with, the past few months have seen the closure of a number of old regulars. The biggest wrench of all surely must be Star Plus’s Bidaai. It ran for three years and, while it achieved high TRPs for most of its tenure, it garnered a heart-warming popularity that can’t be measured by numbers alone. On the youth-oriented Star One, two long-running programmes — Dill Mill Gaye and Miley Jab Hum Tum — have been pulled off. Naturally, there have been replacements. Star One has three new shows including Ekta Kapoor’s vampire love story Ye Pyaar Ki Ek Kahaani. Bidaai has given way to the rather interesting and faintly magical Gulaal, which, to my mind, is quite the only one capable of adequately filling the gap its predecessor left behind.
What this means for the soap watcher is that, apart from missing her old staples, suddenly she finds herself in a completely new landscape — milieux that she isn’t too familiar with, several characters she has not invested in, and fresh relationships that don’t yet have an emotional connect.
Then, the industry must needs make alterations as well. A few months ago, Star Plus elongated viewing hours with new shows at 11pm and 11.30pm — late night slots that allow them to be more ‘bold’. Then, to the astonishment of many, a series called Saathiya that airs at the early hour of 7pm stumbled into the top ten.
You could hear the wheels turning. If sufficient numbers were tuning in at seven, could they be persuaded to reach for the remote earlier still? Zee TV is now trying that: two new serials from this week to kick off the evening’s television viewing from 6pm. If the idea takes, it won’t be very long before other channels follow. So, all taken, viewers have a potential six hours of fresh content and that’s without counting afternoon soaps, promiscuous channel-hopping and repeats. What's more, Star One has decided to push the programming envelope in another dimension. Their five soaps will air not five but six days of the week, by co-opting Saturdays into the ‘soap week’.
For our soap watcher, these are hours and slots she wasn’t used to, these are new habits she needs develop if she wishes to scope out her options. These shows aim, not at bringing in fresh audiences, but at reining in the same existing ones. How long before fatigue kicks in? Besides, to what end, if the content isn’t good enough and will only end after short flailing bursts?
Women rule prime time in India — on the screen and in the drawing rooms where they are received. But might this extensive programming threaten that? A family that is resigned to let soaps dominate during prime time will be less inclined to relinquish the remote for marathon sessions, five/six days a week. Will these adjustments serve to increase soap viewing or audiences? More importantly, does this slew of soaps bring anything fresh by way of attitudes or narratives? It is too soon to tell — but whether these strategies sink or swim, they’re working up a fine lather.
Soap operas, as studies and common observation will attest, are addictive affairs. It is a large but rather particular audience — usually female though not exclusively so; these are people with the time and mindspace to spare for the concerns of other people, be they ever so fictional. A good soap extends beyond the half hour that is spent in front of the television — a good story fills the crevices between chores, engages the mind and heart when they are not needed elsewhere. Favourite soaps are habits; not to have the next fix when it is habitually due can be disturbing to the rhythm.
I say all this to place in context the consternation of soap-viewing audiences given the ongoing changes in viewing patterns. To begin with, the past few months have seen the closure of a number of old regulars. The biggest wrench of all surely must be Star Plus’s Bidaai. It ran for three years and, while it achieved high TRPs for most of its tenure, it garnered a heart-warming popularity that can’t be measured by numbers alone. On the youth-oriented Star One, two long-running programmes — Dill Mill Gaye and Miley Jab Hum Tum — have been pulled off. Naturally, there have been replacements. Star One has three new shows including Ekta Kapoor’s vampire love story Ye Pyaar Ki Ek Kahaani. Bidaai has given way to the rather interesting and faintly magical Gulaal, which, to my mind, is quite the only one capable of adequately filling the gap its predecessor left behind.
What this means for the soap watcher is that, apart from missing her old staples, suddenly she finds herself in a completely new landscape — milieux that she isn’t too familiar with, several characters she has not invested in, and fresh relationships that don’t yet have an emotional connect.
Then, the industry must needs make alterations as well. A few months ago, Star Plus elongated viewing hours with new shows at 11pm and 11.30pm — late night slots that allow them to be more ‘bold’. Then, to the astonishment of many, a series called Saathiya that airs at the early hour of 7pm stumbled into the top ten.
You could hear the wheels turning. If sufficient numbers were tuning in at seven, could they be persuaded to reach for the remote earlier still? Zee TV is now trying that: two new serials from this week to kick off the evening’s television viewing from 6pm. If the idea takes, it won’t be very long before other channels follow. So, all taken, viewers have a potential six hours of fresh content and that’s without counting afternoon soaps, promiscuous channel-hopping and repeats. What's more, Star One has decided to push the programming envelope in another dimension. Their five soaps will air not five but six days of the week, by co-opting Saturdays into the ‘soap week’.
For our soap watcher, these are hours and slots she wasn’t used to, these are new habits she needs develop if she wishes to scope out her options. These shows aim, not at bringing in fresh audiences, but at reining in the same existing ones. How long before fatigue kicks in? Besides, to what end, if the content isn’t good enough and will only end after short flailing bursts?
Women rule prime time in India — on the screen and in the drawing rooms where they are received. But might this extensive programming threaten that? A family that is resigned to let soaps dominate during prime time will be less inclined to relinquish the remote for marathon sessions, five/six days a week. Will these adjustments serve to increase soap viewing or audiences? More importantly, does this slew of soaps bring anything fresh by way of attitudes or narratives? It is too soon to tell — but whether these strategies sink or swim, they’re working up a fine lather.
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