Mumbai, Jan 29 (UNI) Nine out of 10 TV viewers want a change from the ''Saas Bahu'' type of soaps, a research carried out to understand the drop in ratings of Hindi serials revealed.
The research undertaken by Starcom Worldwide included both men and women from Mumbai, Delhi, Ahmedabad, Bhopal, Moradabad and Kolhapur in the age group 18-54 years.
According to the research, three out of five viewers are seeking faster and more progressive programmes with a definite end. Over 50 per cent of respondents expressed confusion in story lines of these serials. Respondents in smaller towns expressed preference for simpler story lines.
The top three demands of TV viewers include progressive stories more in line with the present time, fast paced serials with a definite end to the story and exposure to international locations and foreign cultures.
Speaking to reporters here, Starcom Worldwide, India Executive Director Nikhil Rangnekar said, ''The astounding results of this research throw significant light on the needs and expectations of TV viewers in India today. This research should be a wake-up call to all GEC's and production houses that create such content. There is a colossal need to overhaul the current content and to provide viewers with more progressive content.'' UNI LS RN AKJ BD2035