Report on Hindi News Viewership

Lacklustre viewership may force SET to pull off 'Prithvi Vallabh': Anirudh Pathak

MUMBAI: Sony Entertainment Television’s (SET) bet on magnum opus Prithvi Vallabh didn’t go as planned for the channel. The show, according to its producer Anirudh Pathak, is likely to go off air from 1 July after completing its 45th episode.

Since its launch in January, Prithvi Vallabh has been getting mixed reviews. The channel had earlier planned to divide the show into two seasons of 40 episodes each but the failure to garner the desired viewership has compelled SET to rethink this strategy.

Speaking to, Pathak said that there is a need to better think about characters while picking historical plots. “I thought Prithvi would do well as the story of an untold tale from the soils of Indian dynasty. But it’s unfortunate that it didn’t. It’s a learning for me. Now, I know that if one is producing a historical show, they should make sure that the audience knows about the character. For historical shows, only a well-known character can garner good ratings. I personally feel that shows with a classic storyline should not be run on the weekends. Had it been a daily soap, the show could have garnered better ratings,” he said.

Prithvi Vallabh was the first show to come out of SET’s new sub brand SET Originals. Based on the book by well-known Gujarati writer Kanaiyalal Maneklal Munshi, it depicts the history, mystery, vengeance and a love story between two arch-rival warriors Prithvi and Mrinal living in a kingdom far away.

Pathak is no stranger to the genre having produced titles such as Devon Ke Dev..Mahadev, Siya Ke Ram and Mahakumbh, which have done fabulously well. Prithvi Vallabh was also the first show under his own banner launched in 2015.

A student of Sanskrit, Pathak has been keen on working on mythological and historical shows. His interest began in the early TV years when saas-bahu sagas were dominant and the mythological and historical genres were not even considered to be capable of engaging viewers. “When I was doing saas-bahu shows, nobody, at that time, wanted to invest their money on big-budget serials. But now, they do. And since I always had an inclination towards myths and history, I decided to work on these genres. After Devon Ke Dev..Mahadev became a hit I was pretty much convinced that the Indian audience has the appetite to consume such content,” he added.

The storytelling format has also changed since families that once used to get together and watch TV are now watching independently on their phones. So much so that people even in remote areas are consuming and comparing content such as Breaking Bad and Game of Thrones with Indian shows.

Pathak feels that channels will now focus on finite content and gradually long-running shows will cease to exist.

Pathak started his career as a writer with a crime show entitled Mujrim Kaun that aired on Sahara channel. After that, he worked with Balaji Telefilms as a writer for renowned shows like Kyunki Saas Bhi Kabhi Bahu Thi, Kavyanjali, KumKum and Karam Apna Apna. During his tenure with Life OK, he also helmed other acclaimed shows such as The Adventures of Hatim. Post Life OK, he was the name behind Siya Ke Ram, a show which depicted Ramayana from Sita’s point of view.

Pathak has created Chandrashekhar for Star Bharat, a show honouring one of the greatest freedom fighters of India, Chandrashekhar Azad. The show captures the entire life of Azad and what made him one of the undisputed fearless freedom fighters of all times. He is also making another historical show named Shankaracharya- based on the life of Adi Guru Shankaracharya, an Indian philosopher.

In the near future, he is in talks with Colors for his upcoming historical show, which is a recreation of magnum opus Mughal-E-Azam. He is also planning to crack a deal with Eros Now on the mytho-historical genre for his upcoming digital series.

Also Read :

Ace creative visionary Anirudh Pathak helms his first individual project 'Prithvi Vallabh'

'Prithvi Vallabh' is 20% history, 80% mystery: Anirudh Pathak

Star Plus readies new mythological series ‘Siya Ke Ram’

Latest Reads
Aaj Tak brings social awareness campaign 'Mera Swabhimaan'

Mumbai: On Monday, Aaj Tak announced its new campaign "Mera Swabhimaan" with its first segment on the channel's prime time show Black & White by Sudhir Chaudhary at 9 p.m. The campaign’s interactive format invites viewers to share their personal stories through self-shot videos of such...

Television TV Channels News Broadcasting
Rishab Gulshan of BCCL passes away in a road accident

Bennett Coleman and Co Ltd (BCCL) head of group strategy and digital growth Rishab Gulshan, has passed away in a road accident, wherein he was riding a bike on the Delhi-Jaipur highway in Rewari, Haryana.

Television TV Channels Sports
Charter communications signs deal with Zee for distribution in the US

Mumbai: Charter Communications announced the launch of new South Asian-focused video packages with up to 24 new channels as part of a programming expansion made possible in part by a distribution agreement for all of India's Zee channels. The new India View packages, which feature significantly...

Television TV Channels GECs
Devdatta Potnis parts ways with Cosmos-Maya

Mumbai: After a ten-year partnership during which time the company grew steadily, Devdatta Potnis, the current chief growth officer, has announced his decision to leave Cosmos-Maya.

Television TV Channels People
Disney+ announces Alisa Bowen as its new president

Mumbai: Alisa Bowen has been named Disney+ president, effective immediately. In this role, Bowen will build on the flagship streaming service’s reputation as a global destination for premium content. Bowen has led global business operations for Disney’s streaming platforms, including Disney+, since...

Television TV Channels English Entertainment
Zing introduces short video content series ‘Tiny Tales’

Mumbai: Zing has launched Tiny Tales, a digital-first short-form video content series aimed at gen Z. The first launch is Tiny Tales – Pyaar Tune Kya Kiya on 1 October, which is a heartfelt extension of Zing’s marquee show Pyaar Tune Kya Kiya, featuring endearing stories of love, friendship, and...

Television TV Channels Music and Youth
IPRS targets Rs. 60 crore revenue for the festive season

During the past two Covid infected years on-ground events took a severe hit. This had an extremely negative impact on the public performance music rights business. However, with normalcy returning The Indian Performing Right Society (IPRS) CEO Rakesh Nigam is optimistic about generating revenue of...

Television TV Channels Music and Youth
Zee Media announces pulling out 14 new channels from Barc ratings

On Saturday, the company announced its bold and definite decision to stop participating in the Broadcast Audience Research Council (Barc) ratings.

Television TV Channels News Broadcasting
India’s first private satellite TV channel Zee celebrates 30 glorious years of entertainment

Mumbai: Zee Entertainment Enterprises (ZEEL) celebrates 30 years of glory in India. The company has transformed the media & entertainment industry by providing the best experiences to audiences in India and around the world.

Television TV Channels GECs