Producer Ekta Kapoor has said one cannot afford to put out socially questionable content on television and she learnt about it the hard way with her hit show "Bade Achhe Lagte Hain".
The 42-year-old media mogul said the ratings of the daily soap, which featured Ram Kapoor-Sakshi Tanwar in the lead, dropped abysmally when the on-screen couple featured in a lip-lock scene in the show.
Ekta said she prefers keeping bold content for films and the web and has no intention of showing any more kissing scenes on the small screen.
"I don't have them (kissing scenes) now. 'Bade Achhe Lagte Hain' was the last one. That is one my biggest learnings. On TV, the show which showed the ratings of six and five, six and five, went down to two. Same night on digital, it locked, ten lakh views," Ekta told the reporters here.
As the rating plummeted, she realised that TV had its boundaries as the content on it is consumed by families.
"I know how embarrassing it is when your parents are sitting around and something like this comes up. Having said that, I'm not saying edgy content is bad. But it needs to be watched separately," she said at the launch of her show "Kundali Bhagya" yesterday.
Ekta also said audience taste is ever evolving on the small screen but good content will always be in demand.
"(But) traditional TV is here to stay. Every time two people get bored of the small screen, two people get a new satellite connection. We are, perhaps, a country where TV has penetrated only the 87 per cent of the population. Some houses got TV barely two years ago; it's their primary source of entertainment," she said.
Ekta said that writing for TV is the toughest thing to do where "you have to create one show to suit the tastes of five people... It's like an impossibility and on top of it you get criticised for it.
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