TV broadcasters bank on relaunch of iconic shows to attract viewers
Kyunki Saas Bhi Kabhi Bahu Thi
on Star Plus and CID and
Bade Achhe Lagte Hain
on Sony Entertainment Television returning in refreshed formats.
All three shows have returned or are returning after a significant gap: Kyunki Saas Bhi Kabhi Bahu Thi originally launched in 2000, Bade Achhe Lagte Hain premiered in 2011 and CID first aired in 1998.
Broadcasters such as JioStar and Sony Pictures Networks India are banking on these legacy titles to re-engage long-time fans while appealing to younger audiences raised on digital content, say industry experts.
However, experts note that while nostalgia can be an effective strategy, it doesn't always translate to success-as seen with Kasautii Zindagii Kay, which fell short of expectations.
As
OTT platforms
grow in influence and viewing habits become increasingly fragmented, television networks are turning to familiar, time-tested content to stand out in an overcrowded media environment.
"The resurgence of classic television content in refreshed formats gained momentum in the post-Covid period and is poised to intensify further," said LV Krishnan, CEO of TAM Media. "This strategic revival offers broadcasters a pathway to mitigate the effects of screen fragmentation by fostering shared viewing experiences, particularly among families, while simultaneously enhancing engagement with younger demographics."
Krishnan also noted the strong recall value of these shows, which makes them easier to discover in today's content-saturated landscape. "Their sustained popularity on digital platforms underscores the enduring audience appetite for familiar narratives," he added.
"I anticipate this trend will persist, mirroring similar developments in international markets such as the US, where legacy television properties like Lucifer have been successfully reimagined for digital-first consumption."
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