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Ekta Kapoor spells out the need of family dramas on TV

MUMBAI: Even though television content continues to evolve day by day, the quintessential family drama will always stay on top. Launching yet another family drama ‘Kumkum Bhagya’ at primetime on Zee TV, queen of TV soaps Ekta Kapoor is all praise for such shows.

Ekta KapoorSpeaking with TelevisionPost.com, Kapoor says, “Even if we make 50 family dramas, they will all work. This is because most of these problems already exist in 80 per cent of the homes. TV is all about identification. We are actually mirroring so many homes but since no one wants to accept how petty people can get in the same house, we shirk it off.”

That is another reason why her new show does not follow any particular format. Though it can be called a family drama, it also falls into the category of romance.

Asked about the storyline, she stated that there is nothing new in the show, as the number of stories one can tell is limited. It’s the way the stories are narrated, the characters and their emotions are what change the show.

Launching on 15 April, ‘Kumkum Bhagya’ will air at 9 pm from Monday-Friday, being pitted directly against competitor Star Plus’ leading soap ‘Diya Aur Baati Hum’.

But Ekta is unfazed by the competition. She says, “I don’t see so much TV as I get very competitive, but I’m always asking around what is happening in each show. I see that there is a conscious effort in shows like ‘Diya Aur Baati Hum’ and ‘Saathiya’ to show women in strong light. And somewhere it’s a very subtle but strong way of putting a point across.”

Inspired by Jane Austen’s classic Sense and Sensibility, the show has brought Kapoor out of the comfort zone as it showcases the life of a Punjabi matriarch Sarla Arora who runs a marriage hall named Kumkum Bhagya and lives with the hope of seeing her two daughters Pragya and Bulbul, who’re poles apart, happily married someday.

The soap stars Sriti Jha, Shabbir Ahluwalia, Supriya Shukla, Mrunal Thakur and Faisal Rashid in pivotal roles.

With the IPL around the corner, Hindi general entertainment channels are already gearing up to fight for viewership, and ‘Kumkum Bhagya’ will be the tent-pole property of the channel in April. Thus, an extensive marketing plan covering mediums like digital, on-ground and outdoor will be initiated within the next two weeks.

Namit Sharma“We are definitely running into a very aggressive IPL time content plan. This is our tent-pole show in April and we will give it our biggest push possible,” stated Zee TV programming head Namit Sharma.

As reported earlier by TelevisionPost.com, the new show will replace Ekta Kapoor’s long-running ‘Pavitra Rishta’, which will now start the primetime on the channel at 6:30 pm every Monday to Friday.

With the show having recorded good numbers and audience affinity, a shift in time slot will affect viewership. To address the issue, the team is also tweaking the storyline to deliver what the viewer wants.

Sharma said, “If there is any show that can do the trick for us at 6:30, it’s a tried and tested show like ‘Pavitra Rishta’ which has popular characters and a storyline everyone likes. You will also see a tweak in the storyline of the show because of where it’s scheduled.”

Zee TV and Balaji have had a long standing association in the past with successful properties like ‘Hum Paanch’ and ‘Kasamh Se’ to the more recent ‘Jodha Akbar’.

Also Read:

Zee TV to take on Star Plus’ ‘Diya Aur Baati Hum’ with Ekta Kapoor’s ‘Kumkum Bhagya’