Classic TV shows attract young and old audiences on streaming platforms

Classic TV shows, both Indian and foreign, that aired during the 1980s, 1990s and early 2000s, that showcased goofy charm, daily struggles and aspirations, continue to attract audiences on streaming platforms.

While the core audience for all-time favourites like FRIENDS and Seinfeld or, closer to home, Karamchand, Shriman Shrimati, Dekh Bhai Dekh, Humlog, Malgudi Days and Bharat Ek Khoj, are older audiences who are familiar with the originals, these cult classics are now also being discovered by younger viewers who have heard about them over the years, entertainment industry experts and executives said.

The nostalgic value associated with timeless serial television dramas and situational comedies, or sitcoms, makes them a key asset for syndication and acquisition, similar to blockbuster movies, they said.

The AVoD model in India has seen remarkable growth

“Over the years, the AVoD (advertising video on demand) model in India has seen remarkable growth. Riding on this momentum, we have been leveraging classic shows to grow viewership by tapping into the nostalgia factor, tapping into the emotional connect viewers have with timeless titles while also introducing them to a newer generation,” said Manish Kalra, Business Head, ZEE5 India. As a result, in 2023, shows like Pavitra Rishta, Hum Paanch, Kasam Se, Qubool Hai, Astitva-Ek Prem Kahani and historical drama series Jodha Akbar have garnered a cumulative watch time of over 170 million minutes on the streaming platform, Kalra added.

Nina Elavia Jaipuria, media expert and former head of Viacom18 Media Pvt Ltd’s Hindi and children’s television network, said mythology is an evergreen genre that has a long shelf life and replay value among Indian viewers. “Parents and grandparents almost always want to inculcate such values ​​in their children. Moreover, these shows are opulent and grand and come with great production values ​​and visual effects,” Jaipuria added.

Apart from that, horror (with shows like Naagin or Aahat), crime (Crime Patrol, CID) and comedy (FRIENDS) continue to find audiences long after their original broadcast, as do older seasons of shows like Bigg Boss when a new season premieres. “A lot also depends on the user interface of the platform and whether it allows for easy discovery,” he explained.

No doubt, the primary target audience for these shows is the same one who watched them in their first runs on television. However, Rajat Agrawal, COO and Director, Ultra Media & Entertainment Group, said that a large number of youngsters have also been watching them to get a taste of what TV serials from a bygone era were like. “They have been going to OTTs to watch these serials because of the references given to them by their parents and other family members. We already have perpetual rights for several TV serials for some time now, which we have been syndicating on various platforms globally. Also, we are always on the lookout for engaging TV serials from yesteryear both in Indian and foreign languages,” Agrawal said.

The desirability of acquiring these rights depends on the quality of the programmes in question, Agrawal added. Rights to some are owned by multiple entities and, depending on how they manage to monetise them, they are renewed for a longer period.

“These shows have the unique ability to bridge the generation gap within families. Older family members often have fond memories of these shows, which creates a sense of nostalgia when they are re-aired. Younger family members, who may not have experienced these shows during their original run, are familiar with them and often find them intriguing due to their cultural significance and narrative style. This dynamic leads to both the rediscovery of these shows by older viewers and the discovery of a new generation, fostering a shared viewing experience that strengthens family bonds,” said Sandeep Gupta, COO, Broadcasting Business, Shemaroo Entertainment Ltd.