Why Ekta Kapoor’s TV Empire Is Struggling Despite Past TRP Hits

Hard Tech November 02, 2025

Ekta Kapoor, often hailed as the “Queen of Indian Television,” transformed Indian TV with her blockbuster serials. From the iconic Saas Bhi Kabhi Bahu Thi to Kumkum Bhagya, her shows once dominated TRP charts and became cultural phenomena. However, the very empire she built is now witnessing struggles. What led to this decline, and how is she planning to reclaim her position in the industry?

Ekta Kapoor: From Teen Prodigy to TV Queen

Ekta Kapoor took charge of Balaji Telefilms at just 17, showing early signs of her sharp business and creative acumen. Her debut hits, especially Saas Bhi Kabhi Bahu Thi, did not just top TRP charts—they became a part of Indian culture, watched in homes across the nation. Following this, shows like Kasauti Zindagi Ki and Kahani Ghar Ghar Ki solidified her title as the television queen.

Key Early Success Factors:

Cultural Resonance: Her shows depicted relatable family dynamics and melodrama that appealed to a wide audience.
Innovative Storytelling: Even early on, Ekta was willing to experiment, introducing unique characters and plotlines.
Consistent Quality: Strong writing, memorable music, and excellent acting made her shows stand out.

Case Study: Pyaar Ki Ek Kahani, a vampire-themed show, was an experimental project. Despite being unconventional, it became popular due to its strong storytelling and production quality.

The Golden Era of Balaji Telefilms

Shows like Kumkum Bhagya, its spin-off Kundali Bhagya, and Naagin brought unprecedented TRPs. Moni Roy’s career skyrocketed with Naagin, illustrating how Ekta Kapoor could create not just shows but stars. During this era, every new Balaji show was considered a TRP guarantee.

Winning Formula:

High emotional drama
Love triangles and family conflicts
Signature melodramatic background scores

This formula worked for years, turning Balaji Telefilms into a powerhouse.

When Creativity Took a Backseat

Success can be a double-edged sword. Over time, commercial considerations overshadowed creative storytelling. Shows began following repetitive formulas: melodrama intensified, plots became predictable, and generation leaps became a frequent tactic.

Consequences:

Viewer Fatigue: Audiences started noticing repetitive storylines and overused tropes.
TRP Decline: Even previously successful shows couldn’t maintain their peak ratings.
Shift in Focus: Ekta’s attention moved towards films and OTT platforms, reducing her hands-on involvement in TV serials.

Expert Insight: Industry analysts suggest that when a producer relies too heavily on formulaic content, audience engagement drops, especially with increasing alternatives available on digital platforms.

The Impact of COVID-19 and OTT Platforms

The 2020 lockdown marked a turning point for Indian television. Viewership patterns changed drastically:

Audiences shifted to OTT platforms seeking better content.
New TV serials failed to replicate the impact of past hits.
Ekta Kapoor’s focus increasingly moved to digital, further impacting TV show quality.

Some shows like Bhagya Lakshmi and Naagin 6 were exceptions, but the overall TRP performance was below expectations.

Recent Decline: TRPs and Show Closures

Today, Ekta Kapoor’s serials are facing closures one by one:

Bhagya Lakshmi and Kundali Bhagya were phased out by Zee TV.
Parineeti on Colors TV went off-air due to low TRPs.
Iconic shows like Kumkum Bhagya and Bade Achhe Lagte Hain 4 are being concluded, despite their loyal fanbase.

Reasons Behind Declining Popularity:

Repetitive plots and lack of innovative storytelling
Underwhelming show endings, leaving long-time viewers disappointed
Audiences’ increased expectation for high-quality, fresh content

Practical Tip for TV Producers: Consistently refreshing content and involving creative heads directly in story development can prevent audience fatigue.

Ekta Kapoor’s New Strategy

Recognizing the decline, Ekta is refocusing on quality over quantity. Her new approach includes:

Concentrating on flagship franchises like Saas Bhi Kabhi Bahu Thi 2 and Naagin.
Limiting the number of ongoing serials to improve storytelling quality.
Re-engaging creatively with scripts and production to revive her brand’s magic.

While the first few weeks may determine success, her strategy indicates a shift back to her original formula: prioritizing quality, experimentation, and audience connection.

Pros and Cons of Ekta Kapoor’s Approach

Pros:

Strong brand recognition and loyal fanbase
Proven track record of creating cultural phenomena
Strategic refocus could revive TRPs

Cons:

Past audience fatigue may take time to overcome
Competition from OTT platforms is intense
Reliance on older franchises may not appeal to younger audiences

Actionable Takeaways for Content Creators

Avoid Repetition: Continuously innovate to keep audiences engaged.
Focus on Quality: Strong writing, music, and acting enhance long-term engagement.
Monitor Audience Preferences: Be responsive to shifting viewing habits, especially digital migration.
Balanced Commercialization: While profitability matters, creative storytelling should not be compromised.

FAQs

Q1: Why are Ekta Kapoor’s shows losing TRPs?
A: The repetitive plotlines, excessive melodrama, and audience migration to OTT platforms contributed to the decline.

Q2: Which shows were Ekta Kapoor’s biggest hits?
A: Saas Bhi Kabhi Bahu Thi, Kumkum Bhagya, Kasauti Zindagi Ki, Naagin, and Kahani Ghar Ghar Ki.

Q3: Is Ekta Kapoor shifting focus to OTT platforms?
A: Yes, especially post-lockdown, she has invested in digital content, impacting her focus on TV serials.

Q4: Can her new strategy revive TRPs?
A: Focusing on fewer, higher-quality shows and flagship franchises increases the likelihood of success, though competition remains strong.

Conclusion

Ekta Kapoor’s journey reflects the evolution of Indian television—from groundbreaking hits to modern challenges. While her empire faces temporary struggles due to formulaic content and audience migration, her renewed focus on flagship projects and quality storytelling could reclaim her dominance in the industry. For content creators, her story serves as a masterclass in balancing creativity, commercial success, and audience expectations.