Taarak Mehta Ka Ooltah Chashmah: Turning crisis into opportunity
Despite filming restrictions, and on-air absence of lead character Jethalal for two weeks, the show strengthened its viewership in May 2021 because of effective content innovation
Collectively speaking: The secret formula behind Hindi GEC hits
An analysis of 1,400 scenes unearths a crucial difference in episodic screenplays of hit vs. flop Hindi GEC fiction shows
The character factor: From enduring hits to instant hits
An analysis of 53 top-performing characters over the last 12 years reveals that the lifespan of popular Hindi GEC characters has seen a significant drop
We, The Sports Fans Of India
India's biggest consumer research on the sports category is now out. Read the highlights here
The curious case of The Kashmir Files
Does the success of The Kashmir Files underline the changing audience taste in a post-pandemic Bollywood? Or is there more to it? This analysis decodes the film's box office performance
Now Streaming, at an app near you
Theatrical films are one of the more inclusive content types for streamers in India. Which platforms have the strongest film libraries, with recent box office hits?
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