Plot thickens: Why production houses are thinking differently

With on-demand viewing altering entertainment consumption patterns and viewers moving away from traditional scheduled broadcasts, production houses, and writers and directors of TV content are now looking for ways to reinvent their creative processes for an increasingly selective audience.

Additionally, the rise of Connected TV and OTT platforms is eating into GEC viewership , thus resulting in diminished advertiser interest, shared industry watchers.

exchange4media reached out to TV content creators and production houses to gain insights into innovation in content creation, and the challenges of rising costs and declining ratings .

Production heads were unanimous that the industry is at a critical juncture with innovation and adaptation essential for survival in the competitive entertainment landscape.

Change the plot?

According to Siddharth Kumar Tewary, Founder and Chief Creative, Swastik Productions, it is now crucial to focus on compelling storytelling without second-guessing what viewers want.

“There are certain challenges arising from the technological shift that allows viewers to watch their favourite content as per their schedule, rather than being tied to a specific broadcast time. This change in consumption habits is evident, and we recognise its impact.

“From a content perspective, it’s essential to focus on compelling stories that resonate with audiences. It’s about having confidence in the narratives you create. With a strong belief in the stories we tell, now is the time to innovate and embrace new risks in our storytelling approach,” Tewary said.

Tewary has produced mythological shows like ‘Mahabharata’, which aired from 2013 to 2014. Currently, his series ‘Shrimad Ramayan’ is being telecast on Sony SAB. Launched in January this year, ‘Shrimad Ramayan’ was initially aired on Sony Entertainment Television (SET) but was later shifted to Sony SAB.

Concern over numbers

According to the latest data available with e4m, the show’s ratings for weeks 33 to 38 fluctuated between 0.4 and 0.5.