BALIKA VADHU: A FOUR-YEAR JOURNEY IN TELEVISION’S MOST COMPETITIVE ERA
As Colors’ flagship show, ‘Balika Vadhu’, completes four years on the air, it becomes television’s longest running daily A 1000-episode landmark is not unheard of on television in India, but the last primetime daily to claim such longevity was Star Plus’ ‘Kyunki Saas Bhi Kabhi Bahu Thi’. The fickle attention spans of today’s audiences and a broadcaster’s desire to end shows while they are still in their highs rather than dragging the storyline, makes the long-standing ‘Balika Vadhu’ on Colors an interesting television property. For Colors CEO Raj Nayak, ‘Balika...’ is a “path-breaking show” that has stayed with the channel since the day of its inception. He says, “‘Balika...’ is not just a show, but a brand that resonates with audiences for its storyline and characterization.” A few facts: ‘Balika...’ has been the lead show in the 8 pm slot for 172 out of the 197 weeks that it had been on air at the time of completing its 1000th episode. The show has given television some of its highest rating points. Nayak adds, “The show is available and loved in over 50 countries across the world and it has been the No.1 show in every language it has been adapted or dubbed in. Internationally, it is one of the highest syndicated shows by Indian broadcasters.” Needless to say, the show came with its set of creative challenges. “The biggest challenge has been getting the star cast right, whether it was the young Anandi or the grown girl we see today because the story is about this one character, who has been a victim of child marriage. In a sense, the lead protagonist and the show per se had the responsibility to handle a grave social issue,” states Sanjay Wadhwa of Sphere Origin Production, the production house behind the show. Along its four-year journey, the show has seen its share of dips and one such low was followed by the channel leapfrogging the storyline. At the time, Colors undertook an audience poll before zeroing in on the lead character in a bid to once again build interest in the show. Wadhwa points out, “Ratings play a very important role, but it is more about the detailing where ratings can shift. The overall storyline will not be deterred because of ratings because when there is a good, strong story, you have to tell it.” ‘Balika...’s initial high was the biggest factor in making Colors the No. 1 Hindi GEC shaking Star Plus’ nine-year leadership. As the show’s interest settled with viewers and the ratings flattened, the impact was seen on the channel itself. The show’s 1000th episode, which coincided with a significant twist in the storyline, gave it a ratings high, the impact of which took Colors from its No. 4 to No. 2 position on the Hindi GEC chart. But how long can the show be true to its creative concept and continue the show? Prashant Bhatt, Head, Weekday Programming, Colors says, “It is about the content and ‘Balika....’ is not just the show. It has led to changes in society and created real life history by facilitating the annulment of the marriage of a girl who was married off when she was a one-yearold. ‘Balika...’ is a platform and I believe it still has a few things to do for audiences in India.”
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