Soap Operas on TV get their name from the fact that P&G first mooted and promoted the idea of long running, continuing episodes in radio and TV series that would hook listeners and viewers into coming back to follow the story. P&G succeeded in building a platform that gathered an almost captive audience who could be subjected to advertising on the latest hair care, oral care, fabric care, personal care, baby care and women's health products. P&G started with a radio sop opera in the 1930s and swiftly moved to television when their market research told them that audiences were moving to TV. In 2010, they pulled the plug on the last P&G sponsored show, 'As the world turns' and I expect they are now sponsoring YouTube channels as the audience has shifted again.
Here in India, the soap opera seems to be evolving differently though. From the old Hum Log and Buniyaad, which ostensibly had a story line that the audience found compelling ans riveting, the latest soaps seems to be a little too unabashed in playing their role as platforms to serve advertising on. The number of seconds wasted in shots panning the shocked faces of actors on opposing sides of the family drama are growing into minutes.Even die-hard fans of shows are beginning to complain that not much seems to happen in each 30 minute episode.
Producers who are wondering why TRPs are dropping on once popular shows, could learn a thing or two from Bill Clinton's presidential campaign. "It's the story, stupid."
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