India will soon get to revel in all the armchair flower-arrangement and venue criticism that comes with having a 24-hour wedding channel thanks to Shagun TV, which is looking to capitalize on the wedding industry’s vise grip on popular Indian sentiment.
The wedding industrial complex in India is just a touch smaller than it is in the U.S., generating about $38 billion annually. According to the AP, wedding season in India is almost a national pastime, or enough of an all-consuming consumption fest to alert television execs of a largely untapped entertainment market. And Shagun TV won’t just dabble in the sorts of dress-choosing, bride-judging, schadenfreude-inducing “reality” shows WE and TLC specialize in; there will also be scripted programming. Shagun will include wedding soap operas, wedding travel shows (featuring photogenic honeymoon destinations), bridal makeovers, and — because apparently no one is capable of discussing the ancient land exchange ritual known as matrimony without somehow focusing on the “womenz be wedding crazzzzy” theme — a show entirely devoted solely to cringe-worthy interactions between mothers and daughters-in-law.
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