Reaching The Middle Class? Commoditized Soap Opera in The Indian Media Paradigm

Soap opera, the ‘crowd-pullers’ revolutionized the concept of entertainment. The soap opera is a major form of media art and popular culture. Its history spans and reflects social change and plays a vital role in the development of broadcasting. In India even though it originated as a developmental programme, it soon became advertisers favorite slots, as it was a direct media vehicle to reach the potential audience mainly the middle- class, the main beneficiary of the ‘New Economic Policy’ of Indian Government in 1991. This was a refreshing step for media too in India as more and more global, transglobal and even indigenous channels stepped into Indian media scenario when the policy was liberalized. Social and economic setup of the country too underwent a notable change when a more vibrant and commercialised middle- class emerged with higher purchasing power, extravagant life, conspicuous consumption and thirst for luxury. This made a huge potential audience; who are less interested in political participation and more inclined to leisurely care free life. There by the contents of media began to be molded to fit the interest of majority audience. Thus soap opera became a major content of television channels and driven by advertisements. This article examines how the soap opera molded the lives of middle class in India, and the effects and success factors of these series with special reference to Ekta Kapoor's ‘K’ series of soap operas.