Unlike cinema, TV stardom is all about the popularity of the character than the actor. The identification with characters is absolute. And the more skilfully a character is forged, stronger is the hysteria surrounding it.

Tulsi's Mother India-style largesse, Parvati's unswerving values, Komolika's deadly blouses,Ramola Sikand's bizarre bindis,Jassi's plain-Jane pragmatism. Television is fast emerging as the new creator of contemporary role models, as besotted audiences – not missing a single instalment of their daily soap diet – lap up every nuance of their favourite characters. Jayashree Menon traces the incredible rise of the small screen icon.

Once, tulsi was something you were advised to chew every morning to avoid any illness. Today, Tulsi is someone you are advised to watch Monday through Thursday to avoid being the only geek who does not know this iconic bahu of the Virani parivar from Kyunki...Saas Bhi Kabhi Bahu Thi...aka KSBKBT.

If after killing her erring son, Ansh, Tulsi (Smriti Z. Iraani) has gained immortality as the new Mother India, her closest rival in the iconic status, Parvati (Sakshi Tanwar) from Kahanii Ghar Ghar Ki (KGGK) already has a temple dedicated to her in Kolkata. Well, okay, the temple is actually dedicated to Shiva’s spouse, Goddess Parvati, but the idol is a dead ringer for our Parvati from KGGK!

“That’s not all,” laughs Shailja Kejriwal, creative director, Star TV. “During the pujas in Kolkata, Durga’s face has started resembling Tulsi, Parvati or Prerna (Shweta Tiwari from Kasautii Zindagi Kay).”

Mona Singh, who schizophrenically refuses to accept that she is Mona and insists that she is Jassi and only Jassi from Jassi Jaissi Koi Nahin, has become such a cult figure that not only is a health drink named after her, but film actress, Juhi Chawla, has been impersonating her in commercials. And secretaries’ associations from all over India are inviting her (Jassi, not Juhi) as a guest of honour at their annual functions.

“Every day, new icons are being created. Thus far, we had only two religions in India – cricket and cinema. Now television is emerging as the new creator of gods,” says Deepak Segal, Star’s senior VP, content and programming.

Newly anointed TV darling is Priya Wal, the incorrigible Anvesha of trendsetting high school serial, Re-Mix. Her red hair, skimpy skirts and trademark ‘Duhuh’ are creating a mass hysteria amongst the baba log. “Living Anvesha 24/7, I’ve turned into a brat,” Priya confesses. “In fact, my father, Harsh Wal, is the headmaster of Lawrence School, Lovedale, and after watching my antics in Maurya High, he’s positive nobody will give him a school job again!”

In fact, such is their fan following, that at public functions, it’s the idiot box favourites who tend to get mobbed in spite of the presence of larger than life film stars. “On a recent flight to Ahmedabad, Sangita Ghosh (Pammi of Des Mein Nikla Hoga Chand) was literally gheraoed by besotted fans, who blissfully bypassed the film stars on the same flight,” relates Kejriwal.
Sociologist Yogendra Singh believes that viewer identification is linked to the basic question of human identity and the search for a role model in the larger context. “It has to do with the ideals, character and style we would want ideally to have. Television is a powerful tool which is influencing the Indian woman’s sense of herself and her future.”

Verve contributor, Jayashree Menon, is a senior freelance writer/editor who’s also a self-admitted serial junkie. From Alpha to V, she watches them all and takes great pride in recognising which bahu belongs to which saas!