Ekta Kapoor - The Queen of Indian Soaps
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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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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
Making a Mark
Ekta introduced Indian television audiences to
daily serials at a time when weekly episodes were the order of the
day. When Ekta first made a foray into television software
development, most of the serials were telecast on a weekly basis...
Ekta was a completely hands-on manager. She was closely
involved with every aspect of her serials, be it the script, cast, sets, the
dress and make-up of the characters, or the marketing of serials. As the
creative head at BTL, she provided all the story ideas.
She did not actually
write the scripts of the serials but supervised a team of associate creative
directors and executive producers, who wrote them.
She personally auditioned the
actors who played the various parts in the serials, as she believed she had a
knack for choosing the right faces for the right parts...
Ekta has had to face a lot of flak for her serials as well as her attitude. On the human resources front, Ekta was totally unpredictable. She acquired the
image of an ogre and most of her subordinates were reluctant to approach her
What Makes Ekta Click?
According to some analysts, Ekta was successful because she was present in
the right place at the right time and was able to identify a niche market
and cater to it successfully...
Can Success be Sustained?
BTL achieved a lot within a short period of time.
But analysts wondered whether this success could be sustained...
Exhibit I: Popular Serials of BTL in 2003
Exhibit II: Major Television Software Production Houses
Exhibit III: Channel Wise Revenue for 2002
Exhibit IV: Segment Wise Results for FY 2002
Exhibit V: Profit & Loss Statement