The decision by Tamil entertainment channels to dub tele-serials and reality television shows made in the North has been a masterstroke, which has disrupted the market.
Sometimes, it has resulted in protests from the local television industry but, most channels today broadcast at least five dubbed Hindi serials a day.
The decision to dub may have been prompted by simple economics — it is easier to dub a serial than to make one. And, audiences seem to have genuinely taken a liking to the dubbed shows.
“Since the market share of Hindi tele-serials is bigger, they can afford lavish sets. Their production values too are far superior to ours,” says K. Sriram, general manager of Star Vijay .
The natural curiosity of audiences to understand cultures and traditions of those living outside Tamil Nadu has also contributed to their success.
“Audiences are interested in watching north Indian weddings. These shows are set in sprawling houses and have a big star cast, making them winners,” he says.
However, the dubbed shows, despite being runaway successes, still cannot replace Tamil soaps which dominate prime time. According to television programmers, dubbed shows are the best bet for the afternoons.
So, will English shows dubbed in Tamil follow? Programmers say though dubbed Hollywood movies have been widely accepted in the State, English TV shows might have to wait.
A lot rides on TRP
Every time a television serial ends in suspense, or its promos hint at an unexpected turn, it’s not just viewers’ blood pressure that rises, but also the television rating point (TRP).
TRP is an indispensable tool to judge the viewership of a show and is said to drive the TV market.
This is largely the only method to gauge the audience reaction to a show. About 700 households are surveyed for TRP.
Soon, the Broadcast Audience Research Council will come up with a rating mechanism that takes into account a larger sample population.
Florent C. Pereira, general manager of Kalaignar TV , says, “TRP is one of the benchmarks of a show’s success and linked to the revenue of a channel. Upcountry trading houses and advertisers depend on TRPs. But we cannot fake anything as audiences are more aware now.”
However, channels do have other indicators, like retailers’ and viewers’ feedback, to learn about the reach and popularity of a programme.
K. Sriram, general manager, Star Vijay , says, “TRP is like a guide of the efficacy of a show. But, we have evolved other ways, like meeting audiences to understand their preference. TRP is not the final authority when it comes to devising strategies.”
On the popular notion about played-up promos for reality shows, he says: “The shows are not doctored to increase TRPs. We just present what happens on a show. Promos are just meant to attract more eyeballs.”
(Reporting by Udhav Naig and K. Lakshmi)
