Aahish Sinha In New Delhi

Channels turn to Gods to grab viewers

With viewers rallying behind mythological stories like Ramayana and Mahabharata, broadcasters like Star Plus, NDTV Imagine and Zee TV, among others, are hoping to generate at least Rs 150-200 crore (Rs 1.5 billion to 2 billion) from advertisers in the next one year, accounting for about 10-12 per cent of the total advertising revenue generated between the top six general entertainment channels. Till recently, soaps, dramas and thrillers were attracting advertisers and viewers