Why did 'Khichdi' creators shift focus from TV to OTT?
What's the story
The Broadcast Audience Research Council (BARC) report reveals a gradual decline in television's weekly reach, dropping to 741 million in FY26 from 750 million in FY25. This shift is also evident in the careers of Aatish Kapadia and Jamnadas Majethia, the creative minds behind popular shows like Khichdi, Sarabhai vs Sarabhai, and Baa Bahoo Aur Baby. They made their digital debut with Happy Family: Conditions Apply in 2023 and are now back with the sitcom Chumbak on Netflix.
Content concerns
'We cannot do misogynistic storytelling'
In an interview with Variety India, Kapadia explained their shift toward OTT platforms.
"People have big TVs at home with access to all the channels...but if you don't make programs for them, they will run away."
"There has been a lot of regressive content on TV lately...which we don't believe in. We will not do regressive storytelling."
"We cannot do misogynistic storytelling...If makers don't have that awareness, audiences in Tier-1 and Tier-2 will say, 'There is nothing for us here.'"
Medium impact
Majethia on impact of different entertainment forms
Majethia echoed Kapadia's sentiments, stating that the rise of one form of entertainment affects another.
He said, "When TV came, cinema was impacted. Similarly, after TV, people's attention has switched to OTT platforms, YouTube, and social media."
The duo believes that Chumbak will attract families back into living rooms.
"It will appeal to every family. Whether you take a small center, midtown, or metro city...they will watch it.
Of Chumbak's 16 episodes, eight are currently streaming on the platform.