Shrimad Ramayan dominates Indian television, defying OTT trends

In a bold move against the prevailing trend of shows debuting on digital platforms, Siddharth Kumar Tewary’s Swastik Productions has orchestrated a television triumph with “Shrimad Ramayan.” Airing at the 9 pm slot from Monday to Friday on Sony Entertainment Television, the mythological drama has swiftly become one of the biggest shows in recent Indian television history.

The stellar cast, featuring Sujay Reu as Shri Ram, Prachi Bansal as Sita, and Basant Bhatt as Lakshman, has seamlessly woven a captivating narrative that has captured the hearts of viewers nationwide. The production’s meticulous attention to detail, from casting to cinematography, grand set designs, and impeccable performances, has set a new standard in the industry.

Premiering on January 1, the show garnered praise not only for its compelling storytelling but also for the exceptional quality of production. The success story began unfolding in its very first week, propelling it to the second position on Sony’s ratings chart, just behind “Wagle Ki Duniya.” Sporting an impressive TVR of 0.9 and a TSV of 31 minutes, “Shrimad Ramayan” has also earned a remarkable IMDB rating of 9.5, attesting to its widespread audience approval.

Amidst the surge in cord-cutting and the growing preference for OTT platforms, traditional broadcasters, DTH, and cable operators face a monumental challenge. However, Sony has deviated from the norm by exclusively showcasing “Shrimad Ramayan” on its television channel, with no availability on any other platforms. This decision forces viewers to rely on traditional airing and wait for repeat telecasts if they miss an episode, deviating from the prevalent strategy of offering shows on OTT platforms before their television premieres.

Sony’s unique approach of positioning “Shrimad Ramayan” as its flagship property and keeping it exclusive only to linear television in an era where broadcasters are eager to drive traffic to their OTT apps, appears to be yielding favorable results. The show not only secured views and high TRP but also came as a hope to the DTH and cable TV industry which are facing mounting threats and consistently losing customers to OTT platforms.