Exclusive - Goldie Behl returns to TV with two successful shows, talks about TRPs, OTT disruption: Television is a habit, not a phase

Goldie Behl

• Goldie Behl's TV shows Itti Si Khushi and JAHM are performing well on TRP charts
• TV stays relevant due to accessibility, habit, and emotional connection with viewers.
• Rose Audio Visuals expands into podcasts, micro-dramas, and branded content

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At a time when conversations around content are dominated by OTT platforms and short-form content viewing, TV still continues to prove its power and that it is here to stay. Producer Goldie Behl, who has returned to TV with two daily shows, says the medium’s relevance isn’t accidental rather it’s rooted in habit.

He says TV is more accessible and forms a deep emotional connection with audiences across generations.

Goldie Behl’s production house Rose Audio Visuals returned to general entertainment channels GEC with two daily shows - Itti Si Khushi and Jaane Anjaane Hum Mile. And both the shows are currently doing well on the TRP charts.

The success marks an important phase for his banner that has steadily evolved from films to TV, then OTT, and now newer formats like podcasts and micro-dramas.

In this wide-ranging conversation with Moneycontrol, Goldie Behl exclusively spoke about navigating the demands of daily television shows, the importance of character consistency and also the reason why TV still delivers dependable numbers.

Excerpts from the exclusive conversation:

Ques: Both Itti Si Khushi and Jaane Anjaane Hum Mile are currently doing well on the TRP charts. What does this milestone signify for you and for Rose Audio Visuals at this stage?

Goldie: Well we’ve made our return to GEC and linear television, and it’s gratifying to see that the creative content we’re producing is resonating not only on GEC but also across digital platforms. Initially, I was quite apprehensive about returning to the daily format, but now that we’ve made this comeback, there’s a real sense of excitement. It has added greater depth to our production capabilities and the range of services we offer as a trusted production house.

Ques: The two shows differ in tonality yet resonate strongly with the audiences. What do you think is the common creative thread that connects their success?

Goldie: We’re very conscious of the audiences that individual networks cater to, and at the same time, we’re consciously bringing our learnings from the digital, OTT, and film space into linear television production. I believe that blend is something that has truly resonated with viewers. Thematically, both shows explore very human concerns. Itti Si Khushi looks at the idea of survival in everyday life and JAHM too resonates with values of grit of the central character Reet.

As a company, our culture is rooted in two core values, resilience and transformation, and those ideas are deeply embedded in the characters across both shows. In that sense, we’ve stayed true to our cultural ethos throughout the storytelling.

Ques: With OTT platforms offering a wide range of content, television continues to deliver strong numbers. What, according to you, keeps television so relevant and dependable even today?

Goldie: Television is a habit, and for Indian audiences it remains an economical and accessible source of entertainment, not to forget the space it provides for the family to enjoy content together. Different generations that have grown up watching TV continue to stay loyal to it because the content still caters to their tastes and preferences.

Ques: How important is consistency in story and characters when it comes to keeping that long-term viewership on TV?

Goldie: TV is mostly driven by the characters. Viewers return every day to follow these characters and their journeys. That’s why it’s absolutely essential for characters to be likeable and for audiences to see them navigate through different situations and story arcs.

While plot possibilities may be limited, characters are constantly evolving, reflecting the changes in our society. As a country, India is undergoing significant transformation, and with that come new character dynamics and fresh conflicts. This, I believe, makes character development the number one priority.

Ques: As a producer, how involved are you in shaping the narrative and tone once a show goes on air?

Goldie: I consider myself a creative person as well, having come from a background in direction and writing. Naturally, I’m closely involved in shaping the narrative, especially for Itti Si Khushi—both during development and once the show goes on air.When we produce a show, it’s my responsibility to ensure that it lives up to its promise, and I take that responsibility very personally.

Ques: Rose Audio Visuals has been in the TV format since long. Now how do you view the company’s evolution as it expands into podcasts and digital formats?

Goldie: Resilience and transformation are the two core philosophies I believe and personally follow it as well in my life. Having been in this industry for decades, I have learned that while it is important to remain resilient, it’s equally important to evolve and change with time.

Holding on to one's ethics while understanding changing realities, whether it’s content, platforms, or screens and moving forward with them is crucial. That’s the direction we are heading in. Just as we began with films, then expanded into television, followed by OTT, we are now exploring podcasts, micro-dramas, and branded content. Today, we are engaging across the entire 360-degree content ecosystem.

Ques: From your perspective, what does it take to create content that can seamlessly transcend platforms like television, OTT, and audio?

Goldie: It’s an interesting space, especially with so much discussion today around creating platform-agnostic content. That, of course, comes with its own challenges, because different audiences consume content on different screens.

Ultimately, it comes down to tapping into a core, universal emotion. For eg, take Avatar. Now it works across the world because its emotional core and resonates universally. It is the same here too, when we tell stories rooted in India, they can be relatable for Indian audiences while also being engaging for viewers all over the world.

The key is to identify that distinctly Indian core emotion and present it in a way that connects with Indians first, while still appealing to a global audience.