Is integration between two shows working?

Two days ago, Archana, a character from Pavitra Rishta was giving morale boosting tips to Aabha of Yahan Mein Ghar Ghar Kheli on Zee. When Uttaran’s Iccha was in jail, Na Bole Tum Na Maine Kuch Kahan’s Mrs Vyas went to console her, on Colors. A few days ago Sunny of Parrvarish went missing only to be found by the family of Saas Bina Sasural on Sony. Integration of two shows is one of the most common gimmicks channels resort to, for grabbing eyeballs.

It’s not a new trend — over a decade ago, Star Plus and Ekta Kapoor had integrated Kyunki Saas Bhi Kabhi Bahu Thi and Kahaani Ghar Ghar Kii — but it has definitely caught on in a big way. Usually when there’s a wedding or a celebration on one show, artistes of other shows participate by dancing to hit Bollywood numbers. Channels also resort to it when they either want to introduce a show, build up a relatively weaker one or just spike the viewership of both the shows concerned. Prashaant Bhatt, fiction head, Colors likens these episodes to item numbers in films!

Says Bhatt, “These special episodes add freshness to the track. They spike the ratings and increase interest when two favourite characters across shows cross paths taking the story forward in a unique manner. It also helps in building appointment viewing for the special episode.” According to Sukesh Motwani, fiction head, Zee, who has done a crossover episode with three shows that included Mrs Kaushik Ki Paanch Bahuein, Ram Milayee Jodi and Pavitra Rishta, integration has always worked but it has to be done seamlessly and “only when it is relevant. Usually, we have the characters of the integrated shows discussing their problems and exchanging notes like Archana and Aabha did,” he says.

Rajan Shahi who had produced Sapna Babul Ka Bidaai recalls the integration between Bidaai and Gulaal when the former was on its way out. “It was a unique integration where Bidaai, which was a popular show was used to introduce Gulaal that was replacing it on Star Plus,” he informs.

For artistes too it is a novel experience. As Tina Dutta aka Iccha says, “I loved interacting with Akanksha Singh of Na Bole Tum... Our individual production houses helped us understand the essence and thought behind each show, to help us get into the character.”

The idea may not  be novel anymore, but as long as they lure viewership, channels will be game for it.

Tomorrow:  Part II — The big fat Indian wedding gets even
bigger in Tellyland