New Delhi, July 9 -- Hindi general entertainment channels (GECs) are struggling to strike a chord with viewers, as new protagonists in fiction shows fail to create any meaningful connect, resulting in low viewership and often, quick takedown from air.

With most new characters falling flat, broadcasters are increasingly reliant on legacy stars from long-running shows to drive viewership. Media experts attribute this to outdated writing, overdone plots and a widening disconnect between on-screen narratives and today's audiences.

According to media consulting firm Ormax, the number of new fiction characters entering the monthly top 10 popularity list has been steadily falling since 2016-and hit an all-time low in 2024.

Meanwhile, legacy c...