Influencer Uorfi Javed and comedian Harsh Gujral host the show ‘Engaged: Roka Ya Dhoka’.
During the first episode of 7 Days Live, JioHotstar’s new reality show hosted by Anubhav Singh Bassi, the comedian read out the ‘house rules’ for participants. The show places four digital creators inside a Big Brother-like enclosed space for seven days straight, challenging them to entertain viewers live, 24 hours a day, via skits, gags and so on. The four influencers in question are Lavkesh Katariya, Anjali Arora, M-Zee Bella and Dolly Javed, each with millions of followers on Instagram. Audience votes decide who wins. While laying down the rules, Bassi had a moment of (surprising) self-awareness: “The rules say that participants cannot write anything while inside the house,” he says. “Why do we need this rule? If we were so interested in padhai-likhai [studying], we wouldn’t be influencers, no?”
7 Days Live is one among a slew of new, unscripted shows released by JioHotstar via its all-new ‘Sparks’ vertical, which focuses on popular Indian influencers, comedians, and Internet celebrities, in general. Actor and influencer Uorfi Javed hosts Engaged: Roka Ya Dhoka, a Temptation Island-style reality show that tests the compatibility of couples. Comedian Rahul Dua is the face of Victim Yaa Victor, a game show where fans complete tasks and challenges to free their favourite influencers from behind cages. Stand-up artist Munawar Faruqui hosts Hafta Vasooli, a news comedy/satire filled with ironic ‘panel discussions’ and improvised skits, while Zakir Khan, one of the most popular Indian comedians, helms a talk show called Love, Life, Lafde.
Comedian Munawar Faruqui hosts ‘Hafta Vasooli’, a news comedy/satire show.
Dwindling attention spans
What has prompted the newly-merged entity JioHotstar to invest so heavily in the Hindi-speaking Internet ecosystem? There are a number of solid reasons that immediately suggest themselves. One is the slow but inevitable decline of the Bollywood box office. The new generation of movie stars has failed to match the appeal of its predecessors, especially the Khans. From the point of view of a Netflix or a JioHotstar, there is virtually no young Bollywood icon they can get behind financially, in good faith. Cinema halls, too, are going all out to re-release old Shah Rukh Khan or Aamir Khan hits instead of putting their trust in New Bollywood. On that level, JioHotstar Sparks is an exercise in ‘following the money’, although it is a tad bit early to discuss revenue models.
Another reason: youngsters too busy on their phones to notice what’s happening on the large screen. Well, just give them more of what they’re already consuming. What we’re witnessing is the ‘YouTubification’ of traditional daytime television templates — everything is shorter, more compressed, illuminated with blinding white light and breathlessly shot to catch dwindling attention spans.
And while youth does dominate proceedings, it’s not like every single show is geared towards the tastes of 20-somethings. For a more diverse audience, there’s Yeh Kya Banaa Diyaa, a cooking show hosted by Ranveer Brar, and Astroverse, helmed by ‘celebrity astrologer’ Jai Madaan.
Zakir Khan (centre) hosts the show ‘Love, Life, Lafde’ on JioHotstar Sparks.
Striking a balance
How are influencers and digital creators adapting to these changes? The short answer is: with a lot of restraint and sanitisation. They realise they cannot let loose with swear words, or utter politically divisive one-liners, or exhort their audiences to do silly things as “challenges”. Zakir Khan made his name with the “Sakht Launda” (‘tough lad’) image. The phrase is emblazoned on his coffee mug in Love, Life, Lafde, but the man himself now sounds like Oprah with an Indore accent. Munawar Faruqui and Anubhav Bassi, too, have visibly toned down the comedy acts on their respective shows.
Striking this balance in a country like India isn’t just a matter of customising. It can also be a simple question of self-preservation, as comedian Samay Raina and Co. found out recently. Raina’s shtick, borrowed from the new wave of American ‘shock jock’ comedians like Tony Hinchcliffe, is ideal to cater to the edgy Indian youth. But when that same content finds its way in front of, let’s say, a less-exposed audience, it spells trouble. Raina and fellow YouTuber Ranveer Allahbadia sparked controversy and landed in court for their sexually coloured remarks on the show. I think the ‘creators’ on JioHotstar Sparks have over-corrected for Raina’s mistake, self-suppressing to play it safe and prolong their careers. It’s understandable, though not especially entertaining, at least not for this millennial viewer.
The writer and journalist is working on his first book of non-fiction.
Published – March 07, 2025 11:46 am IST
