ne question that crops up after the peak of a successful genre on television is: What's the next big thing? After sequels to Saas Bahu soaps or game shows failed to create a big-enough ripple, that question is being asked now, more than ever. Are there any answers? Is there a next big thing in TV, at least in India?

"Fiction in India rules over everything else and we are giving viewers what they want to watch," says Kunal Dasgupta, chief executive officer, Sony Entertainment Television. The fact that marketers are providing the audience what they want would be interpreting it the wrong way. There are a whole lot of possibilities that are still untested because a huge chunk of viewers is glued to existing serials. ... more