Data for Hindi general entertainment channels recorded by the Broadcast Audience Research Council India show that mythological and historical programmes are lapped up not just by the young, but equally by grown men and women.
During prime-time viewing (6 pm to 11 pm), men in fact edge women out with 51 per cent share of viewership.
Madhya Pradesh and Chhattisgarh combine to form the biggest market with 20 per cent share of contribution to viewership in the mythological and costume drama segment.
Chennai resident R Balaji, 38, is happy to rush home after work to join his wife and seven-year-old daughter to watch what he considers a welcome change from melodramatic soaps — Tenaliraman.
Zee Tamil has acquired rights from SAB TV to air Tenaliraman, a dubbed version of the Hindi , a serial conceived for the family but not positioned as a ‘mass show’, with its scant reliance on melodrama.
“Such programmes will not only teach history, culture and ways of life but also help my child get an idea of folklore and mythological characters,” says Balaji.