Ekta Kapoor: The woman who changed prime time television viewing forever

ektaa kapoor turns 50

There was a time when Indian television was a blend of news, mythological reruns, and family dramas with simple narratives. Enter Ekta Kapoor, and 9 pm was never the same again. With a vision that mixed kitchen politics, designer sarees, and high-voltage drama, Ekta didn’t just create content, she created a cultural phenomenon.

When Kyunki Saas Bhi Kabhi Bahu Thi premiered in 2000 on Star Plus, no one expected that it would revolutionise Indian TV viewing habits. But as Tulsi Virani aka Smriti Irani walked into our living rooms, so did Ekta’s now-iconic tropes - multi-generational households, moral dilemmas, and reincarnations. The show became an obsession. Dinner plans were rescheduled, phone calls were paused, and households gathered religiously in front of the screen at 9 pm. The K-serial era had begun.

Her brand Balaji Telefilms soon rolled out a wave of primetime hits like Kahaani Ghar Ghar Kii, Kasautii Zindagii Kay, Kahiin To Hoga, and Kkusum. Each of these shows followed a familiar formula but never failed to capture the audience’s imagination.

Ekta’s magic was not just in content, but also in the timing. Before her shows, 9 pm was a sleepy, transitional slot. Post-Ekta, it became the most coveted hour in Indian entertainment. TV networks restructured their programming. Advertisers flocked to get slots during her shows. The TRP charts were permanently painted in Ekta’s colors.

Her influence also reshaped careers. Smriti Irani became a household name as Tulsi. Others like Ronit Roy, Shweta Tiwari, and Sakshi Tanwar found a second wind in their careers. Even the newer generation of actors like Mouni Roy and Anita Hassanandani owe much of their fame to Balaji shows.

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Critics have often dismissed her shows for their exaggerated drama and repetitive plots. But what they miss is her unmatched understanding of her audience. She knew what the average Indian household wanted at the end of a long day — drama, emotion, and escape. And she gave it to them with consistency and flair.

Today, as television has evolved and OTT platforms are dominating the screens, Ekta continues to innovate with projects like The Test Case and Broken But Beautiful. But if you ask anyone who has lived through the early 2000s what 9 pm meant to them, chances are, they’ll say one word: Balaji.