All three shows have returned or are returning after a significant gap: Kyunki Saas Bhi Kabhi Bahu Thi originally launched in 2000, Bade Achhe Lagte Hain premiered in 2011 and CID first aired in 1998.
Broadcasters such as JioStar and Sony Pictures Networks India are banking on these legacy titles to re-engage long-time fans while appealing to younger audiences raised on digital content, say industry experts.
However, experts note that while nostalgia can be an effective strategy, it doesn’t always translate to success—as seen with Kasautii Zindagii Kay, which fell short of expectations.
As OTT platforms grow in influence and viewing habits become increasingly fragmented, television networks are turning to familiar, time-tested content to stand out in an overcrowded media environment.
“The resurgence of classic television content in refreshed formats gained momentum in the post-Covid period and is poised to intensify further,” said LV Krishnan, CEO of TAM Media. “This strategic revival offers broadcasters a pathway to mitigate the effects of screen fragmentation by fostering shared viewing experiences, particularly among families, while simultaneously enhancing engagement with younger demographics.”Krishnan also noted the strong recall value of these shows, which makes them easier to discover in today’s content-saturated landscape. “Their sustained popularity on digital platforms underscores the enduring audience appetite for familiar narratives,” he added.“I anticipate this trend will persist, mirroring similar developments in international markets such as the US, where legacy television properties like Lucifer have been successfully reimagined for digital-first consumption.”
One of the most high-profile revivals is Kyunki Saas Bhi Kabhi Bahu Thi, a defining show of the early 2000s. Sumanta Bose, head of cluster, entertainment at JioStar (which includes Star Plus), underlined its lasting cultural relevance.
“In early 2000s, Kyunki Saas Bhi Kabhi Bahu Thi was more than just a show; it was a cultural phenomenon that brought families together, shaped social conversations and defined primetime for an entire generation on Star Plus,” Bose said.
“Now, 25 years later, as the meaning of family and relationships continues to evolve, we believe there is no better time to bring it back. In today’s fragmented world, its return is not just nostalgic but necessary.”
Both Kyunki Saas Bhi Kabhi Bahu Thi and Bade Achhe Lagte Hain are being produced by Balaji Telefilms, which remains confident in the future of the television business.
Balaji Telefilms CEO Sanjay Dwivedi said TV channels are reviving classic shows by updating their visuals, pace and themes while preserving their emotional appeal. Stronger female leads and modern relationships make the stories relatable, but the core of family drama and emotional depth remains unchanged, creating a blend of nostalgia and relevance.
“It’s a fight for audience attention,” he said. “Old shows bring comfort, but younger viewers want choice and speed. The best shows tap into universal emotions with clear characters and simple, engaging storytelling. We must create comfort and routine, but also keep things dramatic enough to stay interesting.”
Beyond these titles, Balaji is also in discussions with JioStar’s Colors to revive another popular series, Naagin, Dwivedi said during a recent investors call.
According to a Ficci-EY report, general entertainment channels (GEC) and movies together account for 75% of television viewership in India, based on data from the Broadcast Audience Research Council (BARC). Despite stiff competition from OTT platforms, television remains resilient, recording a total of 1.5 trillion gross AMA (average minute audience). Notably, 81% of TV viewers were under the age of 50.
Kyunki Saas Bhi Kabhi Bahu Thi premieres on July 29, while Bade Achche Lagte Hain Season 4 debuted on June 16. CID returned in December 2024 with its second season on SET India and began streaming on Netflix in February 2025 through a Sony licensing deal.
