The hits and the misses
The year 2010 proved successful for a few serials and a few others lost their fame! While Yeh Rishta Kya Kehlata Hai and Balika Vadhu stood their ground, other star performers of last year, like Agle Janam Mohe Bitiya Hi Kijo, Chhoti Bahu, Aap Ki Antara, Bairi Piya, Sajan Ghar Jana Hai and Bhagyavidhata received low ratings.
If Balika Vadhu created the 8 pm slot, Choti Bahu was the slot leader at 7.30 pm, which infused life into early prime time. But it started losing ground to Sasural Genda Phool and was eventually shut down in September. Says, producer Tony Singh, "It was due to the stiff competition. The channel decided to close it down though ratings were not all that bad."
Aap Ki Antara, a story about an autistic child, suffered a setback too. The reasons stated were the change in slot, followed by change in characters. Sukesh Motwani, Fiction head, Zee, feels the show flopped because it got too preachy. "Wrong casting after the generation leap is another reason," he states.
If change of slot did not affect Aap Ki Antara, it did affect Agle Janam, which was sent down to early prime time to make way for Sanjog Se Bani Sangini. Producer Siddharth Tiwari of Agle Janam doesn't blame competition alone but says ups and downs are bound to happen when a serial is aired for two years.
Bhagyavidhata, another slot leader at 7 pm, lost most of its ground to the year's most surprising and successful launch, Saathiya Saath Nibhana.
However, Ekta Kapoor's Tere Liye at 10 pm almost killed the soap, Sabki Laadli Bebo, which was shifted to 6.30 pm. However, Anupam Vasudev, marketing head, Star, claims that it was a part of their plan to boost both the serials.
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