INTRODUCTION: EKTA KAPOOR
Was born in June 7, 1975
Daughter of former bollywood superstar Jitendra
Kapoor and elder sister of current bollywood actor
Did schooling from Bombay Scottish School and later
on joined Mithibai College
Was a very pampered child and was never oriented
towards any kind of achievement
Joined TV-serial production on the advice of her
father at the age of nineteen
Changed the face of Indian television industry and
completely dominated it
Was incorporated in 1994
Redefined the Indian television space
Got renowned with the comedy show “Hum Paanch”
After then, rose to unprecedented heights in the late 1990s and
Achieved about 35 programming hours per week across all
channels in 2002
Has received a number of awards over the years
First blockbuster show “Kyunki Saas Bhi Kabhi Bahu Thi”
THE MAKING OF AN
Worked as an assistant model coordinator for an
advertising company for a short period of time
Firstly developed a television software, at a cost of
roughly Rs 5 million but was not so successful
Initial years were not so successful
Was not taken seriously by most of the people
Experienced writers thought she was the “brainless
daughter of a moneyed father”
Had five to six projects ready but none of them were
accepted by the channels
THE MAKING OF AN
Gradually, was able to overcome these problems
through sheer grit and determination
Was able to make a place for herself in the television
Dedicated her all waking hours to television
By the end of 2002, had became so popular that she
was in a position to dictate terms
Her serials regularly featured in the top ten programs
and got the highest TRP ratings
THE MAKING OF AN
ENTREPRENEUR: FINAL STAGE
Felt that her initial failure contributed a lot to her
success at a later stage
Was presumptuous about the taste of the audiences
Started watching television carefully, analyzing each
program and working out her next project
Noticed the fascination of the average Indian for large
families which prompted her to make family-oriented
Most of the serials were depicted to family life of huge
MAKING A MARK
Changed the preference of the audience to daily serials.
Drawback of the weekly serial: audience loosing interest
when one episode was missed.
Daily soaps were addictive.
Changed the viewing habit of viewers by making 10:30pm
When Mihir, hero of Kyunki Saans Bhi Kabhi Bahu Thi
died as an twist to the soap, people held protest march,
discussions and also sent representatives to bring the
character back to life.
Completely hands-on manager.
As Creative head at BTL provided story ideas but
delegated to associated creative directors and executive
Sometimes decided mannerisms of actors in the serials.
Complete involvement with the serial for the first 50
episodes or so.
Story inspired from real life situations and people, Ekta
catered to all tastes and communities with stories
revolving around various communities.
Ekta’s Entrepreneurial style: blend of autocratic and
FLAK OF EKTA KAPOOR
Ekta Kapoor was unpredictable, short temper and tantrum on
the human resources front.
Disappeared to the character, replacing the actors in the serial
resulted in high actor turnover this made difficult to audience to
accept the change.
The causality in the serial as killing the main actor or replacing
the actor in the KSBKBT resulted the public uprising against
Personal issues mixing in the profession; replacing the popular
actor because of her personal reason.
She was title as highhanded, rude brash and extremely volatile
creating more enemies than friends.
FLAK ON EKTA KAPOOR’S ATTITUDE
Ekta has had to face a lot of flak for her attitude and for her serials.
FLAK ON EKTA KAPOOR’S SERIAL
She was criticized for portraying women in a regressive
Ekta’s serial caused a sort of counter- revolution in the
Her serials were also criticized for encouraging superstitions
and a belief in the occult (magical power) because of the
characters in many of the serials were superstitious like”
Kundali” entirely based on astrology,
Feared of narrow minded, conservative and bring back the way
of life which had had just begun to wane.
Lack of social responsibility as showing the controversial topic.
But Ekta Kapoor took the flak and converted in her favor
THE POSITIVE INSIGHT OF EKTA KAPOOR TO MAKE HER
Ekta Kapoor was quite generous to those who work well and
expect perfection in herself and all those who work for her
which seems highhanded but resulted phenomenally to her
She was able to gain valuable insights into the audiences‟
minds because she employed more women in her creative
She was able to gain popularity of her serials among women
viewers. She was able to show the positive light, importance
and build strong image of women in the family and society.
She shaded light on her serials that reflected traditional Indian
Real life based situation were reflected in her serials which
makes viewer to feel the sentiments.
THE SUCCESS BEHIND EKTA
KAPOOR: WHAT MAKE EKTA
She was present in the right place at the right time and was able
to relate with the viewer choice.
Ekta’s far-sighted business decisions also contributed to her
Most of her serials enjoyed high ratings; she stood to benefit
from this arrangement as well as control over all aspects of
production, thus improving quality.
Weakening competition and independence on any one channel
also helped in BTL’s growth.
Ekta also diversified her portfolio to make an ideal
combination of risk and returns as she produced commissioned
serials as well as sponsored programs.
THE SUCCESS BEHIND EKTA KAPOOR: WHAT MAKE
EKTA CLICK? CONTD…..
Contractual and fixed rate basis approach helped BTL to
control costs as well as maintain control over artistes.
The close relationship she shared with her family was her
strength and the source of her achievement.
Her ability to empathize with viewers and a strong instinct for
viewer preferences, coupled with her commitment and
attention to detail, have helped her make BTL the best known
brand in television software and the reason of her success.
CAN SUCCESS BE SUSTAINED?
BTL was excessively dependent on Ekta.
Analysts felt that the formula based serials that she made
would not sustain the interest of the viewers.
Ekta entered the film production business with Shri
Kumkum’s success might indicate the beginning of the
end of BTL’s domination of family based serials.
POPULAR SERIALS OF BTL
Kyun Ki Saas Bhi Kabhi Bahu Thi Star plus
Kahani Ghar Ghar Ki Star plus
Kasauti Zindagi Ki Star plus
Kahi Kishi Roz Star plus
Kusum Sony entertainment television
Kya Haadsa Kya Haqeeqat Sony entertainment television
Kamal Zee TV
Kahani Teri Meri Sony entertainment television
KEY LEARNING POINTS
Recognize the turning points & grab the opportunities
Examine yourself & know your abilities
Consider the problems of customers
Be up to date
Variability is necessary (change the taste)
Maintain your success
Do not bother about rumors
She should make more friends than enemies.
Her attitude may make work done fast but she is loosing
relation with her subordinates & staffs. She should be
more aware of human resource management for her
She should know what factor is making her rivals more
The role of business Women in economic development is
Now-a-days women enter not only in selected professions
but also in professions like trade, industry and
Women are also willing to take up business and contribute
to the Nation's growth.
There role is also being recognized and steps are being
taken to promote women entrepreneurship.