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Mini Metro viewers follow television than the Metro viewers...

It was not too long ago, when we had all the protagonists of shows hailing from major cities like Delhi , Mumbai or Bangalore. Last five years have seen a paradigm shift, with shows on General Entertainment Channels (GEC's) shifting their base to mini metros like Indore, Gwalior, Lucknow and Bhopal.

A survey conducted by TRAI ( Telecom Regulatory Authority of India ) , revealed that viewers residing in mini metros tend to view more channels than people living in Metros in India. Reasons stated for the above conclusion is the hectic lifestyle and paucity of time for viewers living in metros. Also , the penetration of 'Direct to Home' cable service has ensured that irrespective of the geographical location, viewers have access to all the channels.

Indian TV producers and directors have capitalized on the new trend and have now shifted the settings to mini metros. Color TV's latest launch ' Kairi Rishta Khatta Meetha' is based in Gwalior , a town in Madhya Pradesh. Industry stalwarts feel that TV is driven by advertising and advertisers feel the market consumption of mini metros has increased be it consumer durables or FMCG products.

Actor – Director J D Majethis feels that it is a combination of factors – "Of course advertising point of view is important and we know what drives TV. But, over the years all metros have started bearing an uncanny resemblance because of amalgamation of culture. Smaller towns help us showcase different stories and cultures. The concept of nuclear family is now prevalent in metros, whereas in smaller towns we have the creative liberty to showcase family values and bonding."

The actors of the show also feel that it helps them evolve as an actor. Playing the character of a man hailing from a small town has its own share of challenges.

Actor Kunal Karan Kapoor , who plays Mohan in Color TV's 'Na Bole Tum…Na Maine Kuch Kaha' adds – " Playing Mohan has certain uniqueness about it. His demeanor is different from let's say a reporter of a major city. You just need to absorb these little things in your character and you notice the changes"

Now that Indian Television has embarked on a journey to acquaint the viewers with smaller towns , we hope that the viewers reciprocate the faith reposed in them!