Hindi TV shows grab international eyeballs

Even as Indian television shows adapt international shows (both reality and fiction), it is interesting to note how many Indian TV shows are going international. And it is even fascinating to see how Hindi TV shows are catering to the global viewers across continents and it’s not just limited to the NRIs.
To list up a few examples, 'Balika Vadhu' is broadcast with sub-titles by a local broadcaster in Kazakhstan, 'Meri Aashiqui Tumse Hi' is hugely popular in Uzbekistan and Korea, 'Iss Pyaar Ko Kya Naam Duun' is dubbed in Arabic and broadcast by a local channel in UAE, 'Na Bole Tum Na Maine Kuch Kahaa'’s rights were bought by 16 different countries abroad and even 'Qubool Hai' is popular in various parts of UAE including Dubai.If this is not enough, broadcasters and makers are ensuring to focus on good quality online streaming for pulling more international viewers. Also, a few shows are put forward exclusively keeping a global viewership on mind.
What do proud makers have to say about going international? To this, Sunjoy Waddhwa, producer of Balika Vadhu says, “It indeed is a proud feeling that our show is going popular in other countries too. I think it is the concept of the show, the richness of Indian culture and treatment which is much sought after by the viewers internationally. When the content of a particular show is good, it definitely is appreciated everywhere and not limited to a particular geographical territory."
Ask Avika Gor, who played young Anandi in Balika Vadhu and she says, “I knew people in UK and USA have watched Balika Vadhu closely but I had no idea about people in Kazakhstan following this show. The kind of welcome I got from people there was similar as the way it is when I visit Gujarat or Rajasthan. They are fond of my attire and jewellery in the show. It feels great to have international fans. ”
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Shakti Arora, who plays Ranveer in Meri Aashiqui Tumse Hi shares, “Indian television now has an awesome reach. In addition to Bollywood, now even the small screen is getting its share of fan following in foreign countries. I feel happy that my show too is getting international viewers. People abroad have always had a strong inclination to explore the richness of Indian culture and our daily soaps offer a slice of our culture.” So what’s the reason that Indian shows have become popular now? Is it the result of right promotion and marketing? To this, producer of Na Bole Tum... Sudhir Sharma says, “Indian shows have been on demand internationally for last five to seven years now. Thanks to social media, we are getting to learn about the popularity. There’s a great demand for emotional content, Indian love stories and dramas in various countries such as UAE, Pakistan, UK, USA, Korea etc.”
Sudhir adds, “It is a give and take process — when we have adapted many Korean shows, many Korean broadcasters are taking up our content — either dub it or give sub-titles to it since, the emotional content is similar. That apart, marketing and promotion of Indian shows has improved, which is helping a lot at International TV festivals and award functions. We are high on quality in terms of creativity as well as technically than many other TV shows abroad. We invest huge budgets which is not the case in a number of countries.”
Surely, it is time to raise a toast in celebration of these shows grabbing eyeballs on foreign shores.
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