For the past 25 years, Ektaa Kapoor has made a significant mark in the Indian entertainment scene. Her journey has taken her from television to films and now to OTT platforms, making her a familiar name across all mediums. As we approach 2025, it will be 30 years since she first stepped into the industry, and it’s safe to say she played a crucial role in shaping Indian television during the early 2000s. With a massive fan base, a fair share of critics, and a few naysayers, Ektaa has continued to push forward.

Back in the 1990s, television was a much calmer space. Aside from shows like Tara, Ajnabee, and the hits Shanti and Swabhimaan, drama was pretty minimal and family-oriented. While Ektaa was building her reputation with Mano Ya Na Mano and Hum Paanch, it was Ghar Ek Mandir and Kora Kaagaz that really changed the game for her. She recognized that the Indian audience craved more melodrama, which was lacking on their screens.

The rise of K-dramas and the creation of a new blueprint

A lot of people have pointed out that the rise of daily soaps in India, especially those produced by Ektaa, has led to a wave of outdated and bizarre storylines, sometimes echoing the wild plots of shows like General Hospital. Yet, it’s this very absurdity that kept Indian television thriving. Back in the heyday of Indian soaps, top shows would hit TRP ratings of 20 or more, a feat that's nearly impossible to achieve now. Even popular shows like Bigg Boss and Indian Idol struggle to reach half of that in 2025. That’s the impact of Ektaa’s productions.

She set the standard for the Indian soap opera format and launched the careers of many stars—from the original TV icons like Smriti Irani, Sakshi Tanwar, and Ronit Roy to newer talents like Mouni Roy and Sushant Singh Rajput. A significant number of current Indian TV shows still follow the successful blueprint that Ektaa established over twenty years ago.

How Ektaa empowered women to shine as the biggest stars on TV

One of her most significant accomplishments was transforming primetime TV into a platform that prioritized women. Female leads became the main attractions of the shows. While there were earlier examples like Shanti and Tara, they were few and far between. With characters like Tulsis, Kusums, and Prernas, she turned TV heroines into household names. Before long, actresses became the highest earners on television, a trend that continues to this day.

What about the content that's regressive?

Ektaa's dominance in the TV industry definitely had its flaws. One major critique is that she prioritized formula over quality. Over the past twenty years, TV soaps have barely evolved, with many still sticking to the tried-and-true Balaji formula. New concepts often fail and get canceled quickly. But let's be real—doesn't that also reflect on the audience? Even with a wide range of options available, the K-drama formula still seems to resonate the most. However, what's concerning in these shows is the underlying misogyny and superstitions. While women are often in the spotlight, they rarely have real agency. With Naagin, she introduced Indian viewers to the strange realm of supernatural dramas, and it’s still a massive hit.

Ektaa has also recognized the backward trends her most popular shows have promoted. In a Hindustan Times interview, she was asked if there was a show she later questioned, “Who watches this?” To which she humorously replied, "I have." When prompted to name the show, she laughed and said, “There are many. I’m like, 'What was I thinking?'"

How Ektaa transformed the OTT landscape

Over the years, Ektaa Kapoor has expanded Balaji Telefilms into various new areas. In each of these, she aimed to explore different genres. She ventured into sex comedies with films like Kya Kool Hain Hum, created pulp fiction for OTT with AltBalaji, and even dabbled in sleazy horror through the Raagini MMS series. What had long been dismissed as 'B-grade' content was brought into the spotlight by Ektaa with clever marketing. Whether it truly belonged in the mainstream is up for debate. I won't get into the moral aspects of the streaming content she produced, but from an artistic standpoint, much of it felt rushed. Still, it played a significant role in the rapid growth of tier-2 OTT platforms, which became a major trend in the following years.

Over the past thirty years, she has established the blueprint for television soap operas, supported innovative films, and developed a unique category of streaming series. While her work has its share of both supporters and detractors, Ektaa Kapoor forges ahead as she always has. The woman who brought Kangana Ranaut to the world of OTT likely still has some surprises in store. It's likely that the next three decades will be just as engaging, even if they stir up some controversy. But that probably doesn't bother her at all!

Read Also: The Return of a Classic: Ektaa Kapoor’s Kyunki Saas Bhi Kabhi Bahu Thi Reboot with Smriti Irani and Amar Upadhyay

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