This is the first book to examine prime time soap operas on Indian television. It proposes that this particular genre of popular culture provides important resources for insights into contemporary social issues and practices. Closely examining five prime time soaps - Kyunki Saas Bhi Kabhi Bahu Thi, Kahaani Ghar Ghar Kii, Kasautii Zindagi Kay, Saat Phere .. Saloni Ka Safar, and Sapna Babul Ka ... Bidaai - the book analyzes how they work as flagship programs and brands for television channels. Focusing on the complex constructions of family, tradition, "Indian-ness," and gender, the book also analyzes narrative structures of soaps in the context of their fractured and never-ending time frames and plot outlines." "Meticulously researched and persuasively argued, the book tracks how prime time soaps in India have made the small screen a big medium in reaching out to people."