Ekta Kapoor - The Queen of Indian Soaps
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Case Details:
Case Code : LDEN010
Case Length : 14 Pages
Period : 1994-2003
Pub Date : 2003
Teaching Note : Available
Organization : Balaji Telefilms Limited Industry : Media and Entertainment
Countries : India
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"Seeing your own production being aired is a great
kick and the fact that most of them figure among the top ten TRP rating makes me
feel wonderful."
- Ekta Kapoor, Creative Director, Balaji Telefilms.
"Ekta is a superb story teller and has fleshed out
very real characters in very real situations. Her stories have universal
appeal."
- Sameer Nair, Executive Vice President, Star India.
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Kahani Teri Meri, (The Story of You and Me) Ekta Kapoor's (Ekta)
latest offering was aired in January 2003 on Sony Entertainment Television at
9:30 pm. It was touted as the Devdas1 of the small screen and said to be
"much
larger and far more lavish than any serial currently airing on television." The
serial replaced another production of Balaji Telefilms Limited (BTL), Kutumb
(Family), in the same time slot. But despite the grandeur of the sets and the
added advantage of being Ekta Kapoor's pet project, the serial was not able to
make a mark. Even after 3 months on air in a prime time slot, the television
rating points (TRPs) were lower than expected, leaving analysts wondering
whether the Ekta magic was on the wane.
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Ekta, the face and brain of BTL, was almost completely
responsible for the position BTL was able to achieve in the television software
market.
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The program listings on various channels in 2002 show the hold BTL had on
television viewers. Her serials aired on channels like Star Plus,2
Zee TV,3 Sony Entertainment Television
(SET),4 Doordarshan and Metro TV,5
as well as regional channels6 like
Gemini, Sun, Vijaya TV, Udaya TV, etc.
BTL grew rapidly since 1994, when it first began operations.
The rate of
growth increased after the company went in for a public issue in 2000.
From
a modest beginning of 8.5 programming hours per week in 2000, BTL achieved
about 35 programming hours per week across all channels in 2002. |
Ekta Kapoor-The Queen of Indian Soaps
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