Television, the mode of entertainment for millions in India, had always received second billing to films but no longer. Those days when film rejects resurrected their career in showbiz by playing lead roles on television are gone. It’s now the successful movie stars who are finding their way to the idiot box and then laughing all the way to the bank. Amitabh Bachchan impressed us with KBC which like any successful formula spawned several “me-too” shows-there were game shows with Govinda, a matchmaking session with la Dixit, and a show with Anupam Kher too. However, as in life, it was only the best that survived. This time round it was King Khan who led the exodus with KBC in another season and another format and has since moved on to yet another game show on the same channel. Others have followed suit. There’s Salman Khan and Akshay Kumar too coming in.

My column, much to my production chief’s delight, is being turned in well in advance as I make my way to Bangkok for what else but the launch of a new television channel - Viacom -18.

It has created a bit of a flutter with what promises to be a high-profile launch -but the question everyone is asking is whether there is room for another GEC (general entertainment channel). I’d say never mind the Doubting Thomas-es - there is always room for more though new arrivals don’t necessarily mean better shows to go back home to. The beginning of this year saw the launch of NDTV Imagine and 9X before that. Truth be told, it was more of the same, which worked rather well for the existing soap houses-more domestic drama and song and dance shows. Television programming, has been in a state of slumber for a while now. In the new world order (after cable TV was here to stay) the Kyunki… KBC phase when Star Plus, after several attempts got its programming right, was among the memorable turnaround moments. Channel [V] managed to create some excitement with its Pop Star series and then there was the Mandira Bedi redux on Set Max complete with spaghetti straps and bimbo babble on willow wielding. Indian Idol and Jassi Jaissi Koi Nahin were significant programmes too, as perhaps were dance shows like Nach Baliye with television stars.

Unfortunately their success has resulted in none too flattering replicas of the original template. But grumble as we may, the fact is that saas-bahu sagas and domestic potboilers are surefire winners in the eyeball battle. It’s a pity that a serial such as Ji Mantriji (produced by NDTV long before they entered the GEC space), a delightful satire/comedy, did not go down too well with the viewers. According to those within, the television industry is a medium that works best when catering to the lowest common denominator, so a sophisticated and subtle programme line-up is a clear no-no. When it comes to television, the OTT variety, I was told, is the best bet.

“The English-speaking segment of viewers who enjoy serials such as Friends or Scrubs are not our target audience. They are a much smaller segment and our programming is aimed at the masses in mofussil towns and city suburbs,” had said a channel head honcho to me recently.

Depressing thought really, that niche audiences, because of market compulsions, don’t count. However, with the arrival of new channels, maybe one can hope against hope that things are set to change. If not, there are the reality shows and saas-bahu machinations to fall back on.