Flagship reality shows like Bigg Boss, Kaun Banega Crorepati (KBC), and Indian Idol are becoming increasingly crucial for broadcasters, driven by their massive viewership and strong revenue potential amid shifting audience preferences and fragmented media consumption, say industry experts.

By breaking the monotony of drama-heavy programming, appealing to diverse demographics, and integrating seamlessly across TV and digital platforms, they remain a strategic pillar in content strategy, experts add.

Deepak Dhar, group CEO of Banijay Asia, the producer of Bigg Boss-India's adaptation of the Dutch reality show Big Brother-highlighted the show's massive scale, with adaptations in seven Indian languages, including Hindi, and a popular OTT version.

"We produce roughly 800 days of Bigg Boss content annually across TV and OTT in multiple languages-the highest anywhere in the world," he said. "The scale of Bigg Boss Hindi alone is immense, with 1,200 to 1,300 people working on the show."

While reality shows cost more to produce compared to dramas, they also deliver cumulative audience reach in excess of 100 to 200 million cutting across demographics.

The cost per episode for a reality show ranges from Rs. 1 crore to Rs. 2 crores, while for dramas, it typically falls between Rs. 8 lakh and Rs. 10 lakh per episode, say industry executives.

The ad rates for reality shows rank second only to cricket, with broadcasters charging between Rs. 2 lakhs and Rs. 4 lakhs per spot.

A JioStar spokesperson, a major investor in reality TV across languages and formats including Bigg Boss, said reality shows have evolved from entertainment programmes into cultural phenomena.

A spokesperson for Sony Pictures Networks India, another key player in reality TV with shows like KBC, emphasized their ability to engage audiences across platforms, making them long-term assets.

Experts note that reality shows thrive on star power, with Amitabh Bachchan and Salman Khan driving the success of KBC and Bigg Boss, respectively. These formats use inspiring stories that connect with audiences by showing ordinary people accomplishing extraordinary things.

Fremantle India MD Aradhana Bhola highlighted the increasing shift towards multi-screen consumption of reality shows across TV and digital. This benefits her company as they retain the IP to major franchises like Indian Idol and India's Got Talent. It has started monetising some of the digital rights of its IPs.

Dhar also sees licensing and merchandising as an emerging revenue stream for IP owners.

Jai Lala, chief executive of media buying agency Zenith India, said reality shows provide a powerful blend of mass appeal and targeted engagement from a brand-building perspective.

"Their appointment-viewing nature ensures a committed audience, making them high-impact platforms for brands," he added.

Additionally, their interactive formats enable innovative branded content integrations, from product placements to brand-sponsored segments, Lala said, adding, the digital extensions of these shows via OTT, social media, and influencers further expand their reach beyond television, creating a multi-platform brand presence.