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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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.

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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.

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.

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.

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1]  Devdas, a movie by Sanjay Leela Bansali, is said to be the most expensive Indian film ever made. It cost financier Bharat Shah Rs 500 million and is known for the grandeur of its settings and costumes.

2]  Star Plus a popular TV channel in India, telecasts Hindi programs. It is a part of Rupert Murdoch's News Corporation.

3]  Zee Telefilms Limited is promoted by Subash Chandra, one of India's leading entrepreneurs. It is India's largest vertically integrated media and entertainment company.

4]  SET telecasts Hindi programs in India. It is owned by Sony Pictures Entertainment, USA.

5]  Doordarshan and Metro TV are India's national network channels.

6]  The regional channels in India telecast programs in regional languages like Telugu, Tamil Kannada, etc.


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