TOI: PrimeTime soaps take small town trail-Humsafars

So what's making the audience go back to stories set in these small towns?
Rajan Shahi clears the air saying, "Small towns have always been a prime focus for daily soaps. Watching television is a way of life in small towns and these places whip up fabulous viewership ratings for our shows. As a story teller or a show maker, I like the simplicity and honesty of a small town and the immense potential that it has for interesting plots and subplots."

Translocating a daily show to an actual location in a smaller town would also mean an increased overhead cost.

HUMSAFARS

Set against the backdrop of Lucknow where adab and tehzeeb are important ingredients of everyday lives, the show is a love-hate story of arrogant biz tycoon Sahir (Harshad Chopda) and Arzoo.