Gulfam Khan on Evolving Trends in Indian Television

Breaking the Monolith of Television Content

Reflecting on past industry norms, Khan recalled an era when television executives operated under the belief that audiences would consume only specific, singular genres. She highlighted how rural-centric series once dominated prime-time slots, creating an initial blueprint for television success before urban narratives reshaped the landscape.

"Earlier, we believed that audiences preferred only a certain type of content," Khan said during an interview with IANS. "There were shows like 'Balika Vadhu', 'Agle Janam Mohe Bitiya Hi Kijo', and 'Pratigya', which were rooted in rural India. Later, urban shows like 'Kumkum Bhagya' and 'Kundali Bhagya' also became popular."

However, rather than one genre completely replacing another, Khan believes modern audiences have developed an appetite for varied content formats simultaneously.

"What I have realized is that audiences do not prefer just one genre—they enjoy all kinds of stories," she explained. "Every show has its own audience. Some people enjoy urban narratives, some connect with rural stories, while others relate to middle-class families from cities like Delhi, Punjab, or Mumbai."

Universal Themes and Genre Longevity

Beyond regional and socioeconomic settings, Khan emphasized the staying power of mythological sagas, historical epics, and fantasy series. According to the actor, these narratives transcend demographic divides such as age, religion, and regional origin.

"Then there are universal stories like 'Aladdin', mythological shows, and 'Ramayana', which appeal to people across age groups, irrespective of their religion or background," Khan noted. "Therefore, creators should continue making different kinds of shows because every genre has its own audience."

Industry Track Record

Khan began her screen journey in 2003 with the television drama Lipstick, where she played the role of Guddi. Over her twenty-year career, she has accumulated credits across major network productions, including her widely recognized portrayal of Nazneen in the fantasy drama Aladdin – Naam Toh Suna Hoga from 2018 to 2020.

Her perspective comes at a critical juncture for Indian television networks, which are increasingly re-evaluating prime-time scheduling and content investment strategies in response to shifting consumer viewing habits.