MxMIndia

Tag: Ramayan

  • Joins hands with Swastik Productions

    Sony brings viewers ‘Shrimad Ramayan’ from Jan 1

    By Our Staff

     

    Visual of Shrimad RamayanIt’s not the first that mega-epic Ramayan is being aired on television. Various versions – in costume drama and animation – have been seen. But everytime a new avatar is set to launch, there’s much excitement. Why, everytime even a re-run is aired, there is excitement. Remember the lockdown when Doordarshan played a masterstroke by airing a rerun?

     

    Well, this time, it’s Sony Entertainment Television that’s bringing to its screens (and streaming service Sony Liv) an all-new version of Ramayan. Called Shrimad Ramayan. Starting Monday, January 1, at the 9pm primetime slot.

     

    Sony Entertainment Television has signed on Swastik Productions, a seasoned player with big bang mythologicals/historicals whose founder Siddharth Kumar Tewary had interestingly started his independent Swastik journey with Sony in 2007 (see interview from 2017).

     

    So who’s playing Lord Ram? Actor Sujay Reu and Sita is Prachi Bansal. Amongst others in the cast: Nikitin Dheer as Ravan and Arav Chowdharry as Dashrath. Notes a communique: “The attention to detail in the costumes, a mega set design, and visual effects will further enhance the viewing experience, transporting the audience to the enchanting world of Ayodhya and Lanka.” Hmmm.

     

    Neeraj Vyas
    Neeraj Vyas

    In a statement, this is what Neeraj Vyas, Business Head – Sony Entertainment Television, Sony Sab, PAL, and Sony Max Movie Cluster said: “This is not just a show… it is our attempt to bring the essence of our rich heritage into the homes of millions and create a shared experience for families across the nation. The learnings of this distinctive epic are relevant even today and resonate across generations, emphasizing the importance of family values and the significance of relationships. As we embark on this divine journey with Swastik Productions, we are committed to crafting an authentic and immersive experience for the viewers.”

     

    Siddharth Kumar Tewary
    Siddharth Kumar Tewary

    Added Tewary:  “Bringing one of the biggest epics to life is not just a creative endeavour but a profound responsibility. The launch of ‘Shrimad Ramayan’ signifies a commitment to quality storytelling with meticulous research and seamless execution. I am delighted to partner with Sony Entertainment Television and together, we look forward to the retelling of this timeless narrative that resonates deeply with viewers, fostering a renewed connection with our cultural heritage and values. I am thankful to amazing talent which is helping me create this – the star cast and the production crew which is working tirelessly on this mega project.”

     

  • Staring July 3, it will air Monday to Sunday at 7.30 pm

    Shemaroo brings back Ramanand Sagar’s ‘Ramayan’

    By Our Staff

     

    Amidst all the controversy about the depiction of the revered Ramayan, Shemaroo TV has announced the airing of Ramanand Sagar’s ‘Ramayan’ starting from the July 3, 2023. This will Monday to Sunday at 7.30 pm.

     

    Said Sandeep Gupta, COO of broadcast Shemaroo Entertainment Ltd: “Shemaroo TV has always prioritised delivering top-notch content that resonates with diverse audiences. Ramanand Sagar’s ‘Ramayan’ is a timeless saga which holds a special place in Indian television history. We are delighted to be the medium where people will be able to relive the magic of this iconic series.”

     

  • The second edition of the Crisis Consumption insights series by research majors BARC and Nielsen throws up some vital statistics

    Television, Smartphone consumption leapfrogs

     

    By A Correspondent

     

    The disruption caused by Covid-19 continues to result in television viewership, smartphone usage and video-on-demand (OTT) consumption. Week 12 of the BARC ratings saw Total TV consumption skyrocket. This was determined in the insights provided by TV audience measurement body BARC and research major Nielsen on Thursday. The second edition of the ‘Crisis Consumption – An Insights Series into TV, Smartphone and Audiences’ was presented by the research bodies.

     

    According to the report, there has been growth in TV and Smartphone consumption across geographies, socio-economic classes and age groups. Television viewing in Week 12 stood at a record 1.2 trillion minutes and the average daily viewers grew by 62 million ad 622 million viewers watched television daily for four hours, forty minutes.

     

    The lockdown period registered many ‘firsts’ in television viewing history. News and Movies recorded an all-time high growth in viewership, in fact Hindi movies surpassed Hindi GECs The all-India consumption increase was 37 percent over the previous week. Viewership grew significantly post-lockdown on March 25, 26 and 27.

     

    Being the first week of lockdown there was a sizeable growth in all demographics, thought particularly amongst males. Non-primetime viewership surged by more than 70 per cent, and growth in Hindi-speaking markets was higher than the south.

     

    While movie channels along with News and Kids grew higher than GECs, the general entertainment channels grew in non-primetime by 32%. News saw a growth of more than 200 per cent. In fact the share of news to Total TV leapfrogged from 7% to 21% at an all-India level in both primetime and non-primetime.

     

    As for advertising, the average FCT in Week 11-12 grew 15 per cent – by 6 lakh seconds. Week 11-12 saw a growth across genres except for sports and youth.

     

    On the digital front, consumption of news continues to show a huge increase, and Chatting and Social networking show a significant increase in timespent. E=commerce though has suffer due to difficulties in logistics management in the lockdown

     

    According to the report, The re-telecast of epicserial Ramayan garnered the highest ever rating for a Hindi GEC show since 2015.

     

     

  • If the market is getting younger, why are marketers succeeding with 'older' shows like Ramayan and Mahadev, asks Shailesh Kapoor in his weekly column, TV Trail

    Shailesh Kapoor: Myth-or-logical?!

    By Shailesh Kapoor

     

    We hear it all the time. That India is getting younger. That we should think of the 13-24 years segment as “screenagers”, not as teenagers or youth. That Facebook is bigger than Star Plus, Zee TV, Sony or Colors for them today. That they would rather watch edgy fiction content on Channel V than (what some believe are) afternoon soaps masquerading as prime time entertainment on television.

     

    Our marketers are obsessed with the young generation. Arguably, they have their reasons. “Consumption” is being increasingly fuelled by the youth, making them the low-hanging fruit for several product categories.

     

    But when it comes to television, there’s another story we need to know. A story that’s in sharp contrast to the oft-stereotyped tale of the screen-agnostic, gadget-happy youth. It’s the story of religious and mythological programmes continuing to succeed like never before. A story that may appear to be counter-intuitive to the young Indian theory, but is actually firmly grounded in the reality of our fascinating country.

     

    Over the last two weeks, the newest GEC on the block, Life OK, has scaled new heights, riding on the popularity of its flagship show Devon Ke Dev Mahadev. The recent ‘shaadi’ track, where Mahadev and Parvati get married, has been a runaway success. Mahadev now features in the top 7 Hindi GEC characters on popularity in our monthly research ‘Characters India Loves’, ahead of iconic characters like Akshara and Archana.

     

    Last Sunday, Zee TV launched the third television adaptation of Ramayan, with a simulcast on Doordarshan. The second adaptation provided a creditable launch pad to NDTV Imagine in January 2008. Sceptics argued that it worked because it came 20 years after the original Doordarshan version. However, that theory has been disproved with the encouraging response to the Zee TV show.

     

    To their credit, both Mahadev and Ramayan are well-produced programmes that manage to engage and entertain. But that’s not enough to explain their wide acceptance, especially in the wake of the young India theory. But there’s another reason indeed.

     

    We conducted a nation-wide study recently to understand the profile of the ‘remote controller’ in single TV households in India. The results were anything but ‘young’. In weekday prime time, the median age of the ‘remote controller’ is… hold your breath… 35 years, with almost 70 percent of them being women. So, from 7-11pm on Monday to Friday, when a large amount of advertiser money is being spent, a 35-year old housewife is the bull’s eye answer to “who decides what plays on TV”.

     

    On weekends, the median age gets a bit younger, but is still 25 years, with a near-equal male-female ratio. Technically, even this audience is outside the stereotypical definition of “youth”. After all, a large section of urban Indian audience (70%+) is already married at the age of 25.

     

    Can you see the chicken-and-egg question here? Do “youth” prefer Facebook and co. to television because they have no control over the remote, or do they lack control over the remote because they have voluntarily given it up? Complex as the explanation may be for this medium, I can safely say that the former is more accurate than the latter. In the way our family viewing patterns have emerged over the last two decades, the all-important remote control has acquired an ownership configuration completely divergent from what the young India theory should suggest. And these viewing patterns are unlikely to change in a hurry, till the multi-TV phenomenon begins to become a significant factor in India.

     

    That brings me back to mythology. It’s content made for the 35+ females segment. These are mothers whose kids are on the verge of entering their teenage. Reinforcement of religion, culture and values is of paramount importance, to both her own self and for her child. NDTV Imagine promoted Ramayan as “Ek Achhi Aadat”. Zee TV is promoting it as “Jeevan Ka Aadhaar”. Both messages aptly reflect the mindset of a 35+ woman who is battling generation gap and upbringing issues around her children. She loves to watch the “mythos”, and also hopes that her child watches along. Sometimes willingly, sometimes grudgingly.

     

    When Ekta Kapoor tried to push the envelope with Mahabharat, the audience rejected her idea of glamorizing sacred material instantly. But give it to them within their values framework, and there’s nothing more potent than good mythology on the small screen.

     

    So, for all the talk of being a young country, the pre-liberalization generation still decides what gets watched on TV. But then, we have always been a dichotomous country. One where Rakhi Sawant and Mahadev can get married with equal fanfare and razzmatazz.

     

    Shailesh Kapoor is founder and CEO of media & entertainment research and consulting firm Ormax Media. He spent nine years in the television industry before turning entrepreneur. He can be reached at his Twitter handle @shaileshkapoor

     

     

     

  • The virtual temple on the Ramayan Facebook page is a re-creation of the Ram Durbar showcasing Lord Rama, Lakshman and Sita with Hanuman

    Zee TV creates ‘virtual temple’ for Ramayan

    By A Correspondent

     

    Zee TV’s latest salvo in the cyber-competitive world of social networking websites is an innovative ‘virtual temple’ on the Facebook page of its new mythological show, ‘Ramayan’.

     

    The virtual temple holds the promise of a few moments of daily spiritual solace for netizens. The imagery, the colors and the music used have a calming effect and can easily transport a devotee to a harmonious, divine space. Packaged beautifully, the temple is a re-creation of the Ram Durbar showcasing Lord Rama, Lakshman and Sita with Lord Hanuman. The temple has unique features that let them ring the bell, light a diya, play a choice of aartis, shower flowers and smear haldi kumkum on the deities, break a coconut and even rotate the aarti ki thali!

     

    In the coming days, Zee TV also plans to create a mobile application that will make the virtual temple available to smartphone users and let them interact with ‘Ramayan’ through aartis and chaupaayis.

     

    The launch of the virtual Ram Mandir comes in the wake of the launch of new mythological series ‘Ramayan’ which went on air on Sunday, August 12 on Zee TV and Doordarshan.

     

  • MxMIndia spoke to Amrit Sagar, who along with Moti Sagar and Meenakshi Sagar, is set to recreate the classic…

    Want to recreate Ramayan’s magic, but difficult to fit into grandfather’s shoes: Amrit Sagar

    By A Correspondent

     

    Amrit Sagar

    Twenty years ago, Gods and mythology, not Aamir Khan, ruled the Indian television sets. In the late 1980s, streets would empty out on Sunday mornings as people sat glued to their TV sets to watch Ramayan and Mahabharat.

     

    Now Zee TV, which is re-entering the slot with a mythological show – Ramayan, hopes to create the same magic. “Ramayan is more than mythology; it is the ultimate story about our culture and family values and relationships. We all grew up on it, and we want the current generation to know about it. We wanted to tell the story, which left an impact on us, all over again…” said Sukesh Motwani, head – fiction programming, Zee TV.

     

    The channel has chosen the 11am slot because it feels that the story needs to be watched together as a family, and what could be more perfect that a Sunday morning.  It is happy that the slot is being relived again as various networks are launching shows on the same slot. “For the last few years, no one paid attention to the Sunday morning slot, but now things are changing. However, we do believe that the content is the main criteria which will make the show on that slot a hit or not,” said Mr Motwani.

     

    The channel also believes that times have changed and TV penetration and numbers have increased over decades but the whole Sunday morning experience can be brought back with a story as simple and universal as Ramayan.

     

    Sukesh Motwani

    Apart from the story, one more thing common between the original and the new Ramayana is the Sagars. Zee TV has taken on-board Sagar Pictures. MxMIndia spoke to Amrit Sagar, who along with Moti Sagar and Meenakshi Sagar, is set to recreate the classic…

     

    Many networks have showcased new avatars of Ramayan and Mahabharat, but failed to get the same response as the originals. So, how is this going to be any different?

    We must keep in mind that the stories for such epics cannot be changed. One has to tell the same story; however, the way it is told can vary from person to person and how lavishly the show is made. From that aspect, we have tried to make it bigger and better than anything seen before. Having said that, we have made sure that the story isn’t compromises with, so, have followed my grandfather’s and Tulsidas’ original.

     

    Audiences and mindsets have changed, so how will you make the show relevant for today’s generation?

    We are very much aware of this fact. Therefore, we plan to charm the audiences with the visual effects and sets.

     

    Will we see any new faces on the show? How did you choose the actors to play the characters, especially that of Ram and Sita?

    There will be new faces on the show and the ones which people have seen on television earlier are the ones who have never played such characters before. So, it is going to be a different experience for everyone. Also, an image of the god is very individualistic. The actors we have chosen to play Ram and Sita are the ones we thought suited the bill from our view point. We are keeping our fingers crossed… rest depends on audiences and how they welcome and perceive the characters.

     

    There are rumors of clashes because of current failure during the time of the telecast. Do you see that happening today?

    It’s difficult to predict that, but I hope we are also able to create the same passion and effect.

     

    Do you think Sunday morning slot will interest youngsters?

    Apart from the metros, I think Sunday is like any other day for the rest of the country wherein the day starts early. Also, it is about the family spending some quality time together. Therefore, I don’t think we will face any problem in attracting the audiences – old or young. I’m sure the show will be enjoyed by a whole family together.

     

    What kind of response are you expecting since the show will be aired simultaneously on Zee and DD?

    Of course, we are hoping to see a great response from the audiences as the reach will massive. We want to create the same magic again. However, I also know that it will be very difficult to fit into my grandfather’s shoes.