Decades of Drama: Enduring love for Indian television serials

Saas-Bahu dramas reign despite OTT's rise

In Week 4 of February 2025, Filmy Masala, citing BARC data, revealed the top five Indian television shows. According to the report, the family drama Anupama led the TRP charts with a score of 2.4 while Yeh Rishta Kya Kehlata Hai, a long-running romance-infused family drama, secured third place with a TRP of 2.1, even after 18 years on air. This highlights the enduring dominance of saas-bahu (mother-in-law versus daughter-in-law) dramas in India's television landscape, despite ongoing criticism and mockery.

In 2020, when Covid-19 was at its peak and many parts of the world were in lockdown, most people spent their time watching reels, catching up on their favourite shows, or learning new skills. During this period, a scene from the 2010 Star plus TV show Saath Nibhaana Saathiya had gone viral—Rasode Mein Kaun Tha!

In this scene, the strict mother-in-law Kokilaben, played by Rupal Patel dressed in a dark orange saree and visibly angry confronts her daughter-in-law, Rashi, with the entire household present. You might assume that Rashi must have done something serious—but guess what? Kokilaben scolds her over a trivial issue, which was putting empty cooker on gas. What could have been resolved in minutes instead became the focus of nearly half the episode!

In another instance, the show’s male protagonist Ahem is in a hospital when he angrily demands that his wife Gopi bring him green tea to make her alive. Guess what? The woman who was presumed dead miraculously comes back to life just after hearing his remarks!

You might be wondering if the show was unpopular among viewers. But surprisingly, Saath Nibhaana Saathiya has been a hit since its inception in 2010! At its peak in 2011, this family drama achieved a remarkable TVR rating of 7.58 and continued to perform consistently well until 2015. Years later during the Covid-19 lockdown, its rerun once again captured audiences, becoming the second most-watched show right after Kundali Bhagya, a drama about two sisters who move to Mumbai to fulfill their father’s dying wish.

And even in 2025, the report by Filmy Masala reflects the fondness people have for such shows and the enduring dominance that Saas-Bahu TV dramas continue to enjoy.

Why do People watch Indian TV shows?

Despite complaints about their toxic portrayal of family life and romantic relationships such as in the popular television serial Ishqbaaz, where a wealthy male lead forcibly marries the heroine and kidnaps her brother, Indian TV shows continue to enjoy immense popularity.

Many people have cited various reasons for watching these serials from free time to imparting valuable lessons.

Neetu Johari, a housewife from Jhansi in Madhya Pradesh and an avid watcher of the 2020 Hindi television show Anupama, finds it a helpful way to pass the time and relax.

“As a housewife, whenever I get some free time, I like to sit back and watch, it is a perfect way to relax,” Johari tells Media India Group.

Reena Kapoor, a housewife based in Pune, who religiously followed a Marathi serial Aai Kuthe Kay Karte, feels a sense of connection with the situations depicted in the television serials and finds comfort in watching such shows.

“I followed Aai Kuthe Kay Karte, a Marathi serial that ran for 6-7 years, and everyone in my circle watched and enjoyed it. It was about a homemaker who managed everything but never got the appreciation she deserved. I think this struck a chord with many women. People connect with what they relate to, which is why Indian shows remain popular. They are emotional, feel-good, and tell relatable stories. Even with Netflix around, some people still find comfort in simple shows about everyday life,” Kapoor tells Media India Group.

However, it is not middle-aged housewife women who get involved in the world of Indian television serials. The younger generation too prefer television amidst the presence of OTT platforms such as Netflix, Amazon Prime, Zee5, Hotstar, etc.

Shivani Kumari, a civil service aspirant in Delhi, is currently following a rerun of the old Zee TV show Afsar Bitiya. She is in awe of its storyline, whose theme can make any person emotional.

“One of the serials I am currently watching is Afsar Bitiya, an old Indian show that aired on Zee TV. It is really inspiring for any girl struggling to become independent and crack a government job. The story follows Krishna Raj, who dreams of becoming a block development officer (BDO), but her financial situation makes it tough to afford a good education. Her father Vidyapati Raj and her family sacrifice a lot to ensure she gets the education she needs to achieve her goals,” Kumari tells Media India Group.

Prince, a second-year college student at Delhi Skill and Entrepreneurship University (DSEU), reveals that he has not watched any serials for a while but follows the mythological show Yam Hain Hum, which originally aired on Sony’s SAB TV. According to him, the show imparts valuable life lessons, encouraging people to do good deeds.

“I do not usually watch TV serials, but recently, I watched Yam Hain Hum with my parents. It originally aired on SAB TV. The show teaches people to do good deeds and always choose the right path instead of taking shortcuts or going towards wrong way. It is all about believing in yourself,” Prince tells Media India Group.

The Impact of Indian TV shows on viewers

While many people passively enjoy these shows, some argue that they are purely for entertainment and have no real impact. They believe viewers actively interpret and filter content based on their existing beliefs and experiences, with some even claiming that television and films play little to no role in shaping minds. Additionally, their influence can vary depending on factors like age, critical thinking skills and personal values.

However, others believe that movies and television shows do have the power to shape perceptions, attitudes, and even behaviour. Media serves as a form of social learning, exposing people to diverse perspectives and lifestyles, which can influence their understanding of societal expectations and norms. According to cultivation theory, prolonged exposure to television content can lead individuals to perceive the world as it is portrayed on screen, even when those portrayals are exaggerated or unrealistic.

Indian television shows are no different in this regard. For better or for worse, they have the power to shape people’s attitudes, perceptions, and experiences.

For instance, Satyamev Jayate, a show led by Bollywood actor Amir Khan, that aired every Sunday dealt with various social issues plaguing our country, such as corruption, gender inequality, dowry deaths and child abuse.

Other shows like Kuch Rang Pyaar Ke Aise Bhi once dealt with the topic of postpartum depression, which encouraged people to seek help rather than suppress the issue.

However, while television shows have the power to highlight important issues, they can also influence people in unintended ways. For instance, according to an account shared on an online forum, a woman used to watch the popular 2008 serial Uttaran which revolved around two sisters, Ichha and Tapasya. Her young daughter would often sit beside her and watch the show.

An unfortunate turn occurred, when the girl’s grandmother fell ill, prompting her parents to devote their time to her care. Feeling neglected and jealous, the child attempted to harm her grandmother. When confronted by her father, she shockingly referenced Uttaran, drawing parallels to the character Jogi Thakur, who neglects his daughter in favour of Ichha.

This incident highlighted how Indian TV shows can leave a strong impression on vulnerable audiences, particularly children.

However, according to Nawaz Kochra, a journalist at the Indian Express, a leading mainstream daily, the influence of Indian television serials usually varies in India, with the rural part of the country being way more receptive to being influenced by Indian television shows.

“Television caters to both rural and urban audiences. But in rural areas, people take these shows very seriously, they pay close attention to what the characters say. There have been instances where people actually followed Anupama’s advice or did something because she said it. Even Divyanka Tripathi’s character like Ishita from Yeh Hai Mohabbatein, have influenced people in the past. Rural viewers tend to adopt what they see on screen. But in urban areas, it is different, fewer people follow TV shows that closely or look up to these characters, and many do not even watch TV as such anymore,” Kochra tells Media India Group.

Can OTT challenge Indian television’s dominance?

However in recent years, the widespread adoption of broadband and easy internet access has fueled the rise of numerous OTT platforms in India. These platforms offer diverse content across various genres, available anytime and anywhere. With their portability, high-quality content, and affordable high-speed internet, the Indian OTT market is expected to grow from USD 1.5 billion in 2021 to USD 12.5 billion by 2030, according to an RBDSA Advisors report. As of 2024, India has 547 million OTT subscribers and 99.6 million active paid subscribers as per the Ormax OTT report.

This shift has gradually chipped away at Indian television’s dominance, with TRP ratings now averaging around 1, 2, or 4, a noticeable drop from 4-5 years ago, when serials regularly recorded TRPs as high as 8 and 9. Despite this decline, Khorcha reports that TV shows are unlikely to change their formula, as they continue to work and retain a dedicated audience.

“TV shows will always stick to the same formula because it works for them. I do not see much change in terms of content on Indian television because at the end of the day, it is all about TRPs. That is why there isn’t much scope for development, audiences are not ready to accept the kind of progressive content that OTT platforms offer. OTT content is modern, bold, and appeals to younger viewers. But the TV audience, mostly in their late 30s, 40s, and 50s, does not always agree with that modern mindset. That is why bold and progressive content does not work well on TV, it is not what the traditional audience wants to see,” adds Kochra.

But despite the rise of OTT platforms, Indian television remains deeply rooted in traditional storytelling, resonating with its loyal audience. While younger viewers embrace modern content, TV serials continue to thrive by sticking to familiar family dramas and emotions. As long as audiences find comfort in these narratives, Indian TV dramas will continue to hold their ground. Their influence will continue to shape perceptions and behaviour.