The Weight of Legacy

KYUNKI SAAS BHI KABHI BAHU THI WILL NEED TO FLIP ITS SCRIPT TO WIN OVER DIGITAL NATIVES

- CHRISTINA MONIZ

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 tearjerkers to reality-TV flamboyance.

Against this backdrop, will Kyunki Saas Bhi Kabhi Bahu Thi (KSBKBT), which concluded in 2008 after an 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 same channel on July 29 with daily episodes at 10:30 pm. 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 behavior, where audiences fluidly navigate between television, connected TV (CTV) and mobile," he adds.