Instruction Manual: Neela Film Productions Private Limited: sustaining family‐friendly comedy in a shifting media landscape Available to Purchase

This case examines the evolution of Taarak Mehta Ka Ooltah Chashmah (TMKOC), India’s longest-running sitcom, produced by Neela Film Productions Private Limited and aired on SAB TV since 2008 ^[1]. Created by theater writer and producer Asit Kumarr Modi, TMKOC carved a niche in India’s television industry with its clean, family-friendly humor and culturally relatable characters. A cost-efficient production model, including self-financed sets and a loyal cast drawn from Gujarati theater allowed the show to flourish amid stiff competition from mainstream general entertainment channels (GECs). Between 2008 and 2019, TMKOC’s average television viewership (TVT) grew from 46,000 to 6.89...