Kyunki to shift to 9X?

There is a speculation that Ekta Kapoor's long running show on Star Plus, Kyunki Saas Bhi Kabhi Bahu Thi might shift to 9X. Although Balaji has filed a case against STAR for ending its driver show before time, our sources say that if the channel does end the show may be on Nov 10th as reported, she might simply shift the show to the rival channel.

According to an insider, the decision to move to 9X, if true makes business sense for the channel as well. For, a show that gives a rating of around 2+ on Star, if gives even a rating around 1 on 9X is good enough for the channel, as the GRPs of 9X has suffered of late. The latest GRP figures put the channel at 54 ahead of only SAB.

But it is not all that easy and according to sources, Ekta will have to give the show a new name as the copy right rests with STAR. Further if she just changes the name and sticks with the old characters, STAR might still file a legal suit. “Why should we allow somebody to piggy back on our years of success?”, asserted a source from Star.

On the reason for apparent taking off of Kyunki, the source says “STAR had realized from market survey that the youth is beginning to tire of this never ending drama. The 2+ ratings that currently prevail is only due to old loyalties. The channel hence wants to move on. We have already found the new mantra for success in Bidaai which touched 8+ last week. The audience it seems, is tired of the old style shooting of swash pan, they want simple stories well told”.

The source further admitted that as far as STAR is concerned, they have fully exhausted all the potential in Kyunki and hoped that Ekta would understand that eight years is a very long time.

We tried calling Ekta Kapoor and 9X for their comments, but they both remained unavailable for comments.

Reporter and Author: Anil Merani