The landscape of media has undergone a tectonic shift in the past two decades. Digital has emerged the levier de croissance, reshaping content creation, distribution and consumption; consumers have moved from appointment viewing to binge watching; and housewives — the primary consumers of family soaps — have moved from kohl-smudging tear-jerkers to reality-TV flamboyance.
Against this backdrop, will Kyunki Saas Bhi Kabhi Bahu Thi (KSBKBT), which concluded on November 7, 2008, after a eight-year run be able to stage a comeback?
Back in 2000 during the satellite TV era, KSBKBT had captivated audiences across households, becoming one of the most watched TV shows alongside Kaun Banega Crorepati. The soap, which also made Star Plus the most watched Hindi general entertainment channel, will start its new innings on the small screen on July 29 with daily episodes at 10:30 pm on the same channel. It will also be available for digital audiences on JioHotstar. A JioStar spokesperson says the new season offers a modern lens on themes that younger, digitally native viewers care about, such as family dynamics, parenting, relationships, identity, and emotional complexity. “The dual-platform approach of linear TV and digital reflects today’s evolved viewing behaviour, where audiences fluidly navigate between television, connected TV (CTV) and mobile,” he adds.
Experts say that the show’s original run left a lasting imprint on Indian television and a central figure like Irani could bring serious power to the reboot. She could find a way to bridge emotional loyalty and nostalgia while also allowing fresh interpretations.
The broadcaster expects a good response in markets where family viewing remains a core cultural habit. It remains upbeat also because its lead star Irani is now a household name, thanks to her real-life role as a politician and Union government minister in recent years. “Her journey from Tulsi to policymaker and now returning as Tulsi creates a powerful narrative that is aspirational and emotionally resonant. She shares a deep, personal connection with Indian audiences and her return to Star Plus after two decades brings curiosity and credibility,” says the JioStar spokesperson. Moreover, she will reunite with co-star Amar Upadhyay (who plays her husband Mihir in the first season), thus sparking anticipation among the show’s fans.
Trishul Bhumkar, managing partner, Zenith India, opines that this is a good programming innovation from the broadcaster at a time when general entertainment channels suffer from what he calls “templatisation”. “The generation that could be referred to as the ‘fan base’ for the earlier season is a large population base, so it will be a successful initiative,” he says. Given that today’s audiences spend a lot of time on digital platforms, Bhumkar suggests the broadcaster could experiment with short content teasers on digital to build a new fan base for the soap. After all, it is not just linear TV audiences but also digital viewers who will determine the show’s success this time.
Beyond nostalgia
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That said, reviving a successful but out-of-circulation property is nearly always a tightrope walk, says Sandeep Goyal, chairman, Rediffusion. “Nostalgia will work well for older viewers but the show cannot only bank on nostalgia. They have to be sharp in identifying how much nostalgia and how much freshness the script should have. There needs to be some continuity for the older audiences and some newness for younger viewers,” says Goyal.
He adds that the soap is likely to see good viewership in the initial weeks, especially with JioStar’s marketing push, but notes that a lot depends on how the narrative evolves.
Rajesh Patalia, chief strategy officer, AGENCY09 believes that timeless classics can always make a comeback and QSBKBT is no exception, considering how well shows like Ramayan and Mahabharat were received during the pandemic lockdowns and even after. He expects advertisers to also get on board. “If the show’s storyline stays relevant for today’s times, new-age brands will be just as interested as legacy brands. Even if advertiser interest is a bit sluggish initially like we see with sports events, with the show’s progression and enhanced viewership, more brands are likely to get on board,” adds Patalia.
The show has thus far enlisted four sponsors – P&G’s Tide, Fortune Soyabean Oil, Colgate and Fortune Chakki Atta. The broadcaster says that it is seeing positive traction across key categories like auto, FMCG and e-commerce.
Old bottle, new wine
- The show launched in 2000 and ran 1,800 episodes until 2008
- It had double digit TRPs for five years in a row
- Produced by Ektaa Kapoor’s Balaji Telefilms, the reboot will have around 150 episodes
- Themes will range from parenting to family dynamics
- Four advertisers – Tide, Fortune Soyabean Oil, Colgate and Fortune Chakki Atta — are on board so far
- Advertising slots on TV are being sold at Rs 3.5-4.5 lakh per 10 sec