Imlie to Mohi, why do soaps turn forced weddings into fairy tales? On Wahiyat Wednesday
Imlie to Mohi, why do soaps turn forced weddings into fairy tales? On Wahiyat Wednesday
Indian television shows have glorified forced marriages. Star Plus show Imlie is the latest example.
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Sumbul Touqeer Khan and Gashmeer Mahajani in a still from Imlie.
Star Plus show Imlie is one of the Top 5 most-watched TV shows. However, the daily soap doesn t offer you anything out of the box. It s just old wine in new bottle, which Indian viewers have been watching over the years. A city boy goes to a village and either the circumstances or the villagers force him to marry a village girl, who is obviously quite innocent. And to add more spice to the drama, the boy also has a lady love in the city.
Amid the pandemic, regional channels had 3X ad volumes compared to national channels.
28 Jan, 2021 - 08:43 AM IST | By Shikha Singh
MUMBAI: The beauty of India is in its diversity. There are 22 national languages and over 1,300 dialects spoken so much so that every 100 km the dialect, culture, tradition, clothing, eating habits and beliefs change. Indians have embraced this diversity for centuries and the world looks at it in awe.
This pluralism has presented a huge opportunity for media and entertainment platforms that have been offering content in regional languages. While OTTs have just begun to realise the potential of regional content, linear networks have leveraged it for a long time. Nearly every broadcast network in the general entertainment category has forayed into regional markets to tap their potential. A large number of them have been successful in their endeavours. This includes the likes of Star, Zee, Viacom, Sony, Enterr10, IN10 and others.