Men Watch Anupamaa More Than Women: Rajan Shahi

At FICCI Frames 2026, Rajan Shahi, the creator of the popular daily soap Anupamaa, discussed the show's unexpected success. Launched post-Covid, the series defied expectations of television's demise. Shahi highlighted that backing a show centered on a 40-year-old mother and housewife required significant courage from the broadcaster, but it ultimately became a trendsetter.

Shahi proudly stated that Anupamaa's influence is evident, with numerous shows imitating its style, from fashion to dialogues. He also disclosed that the saree worn by Anupamaa in the show's title song cost only Rs. 500, a decision made to resonate with the character of a homemaker.

Interestingly, Shahi shared anecdotes about viewers, including instances where daughters-in-law were advised not to watch the show due to potential domestic conflicts. He amusingly pointed out that men, surprisingly, constitute a larger portion of the audience than women. Rupali Ganguly corroborated this, mentioning how men's schedules are impacted, with families ensuring no one disturbs the 10:00 to 10:30 PM slot for Anupamaa.

Ganguly further elaborated on the show's wide appeal, noting instances of male audiences like milkmen and commuters watching the program. She asserted that television is not exclusively a women's medium, suggesting a significant number of men are dedicated, albeit sometimes private, viewers of television content.