Come November 10 and Indian television's most popular Hindi soap, Kyunki Saas Bhi Kabhi Bahu Thi will
die a natural death.
In a bid to rejuvenate Star Plus and infuse fresh programming, Star India has decided to terminate the
famous serial, which ran for the last eight years on Star Plus, and went on to become the highest rated
show in Indian television. SGL Entertainment, a part of the Star Group has issued a notice for the
termination of the show to Balaji Telefilms, the producer of the serial, with effect from November 10.
However, Balaji Telefilms has termed the termination of the show as a breach of contractual obligations
by the Star Group, and is pursuing legal action. Balaji's contention is that the contract does not allow Star to end a show pre-maturely.
Balaji sources said that the show was scheduled to come under review six months later, where a call was
to be taken about the fate of the show. However, when contacted, R Karthik, CEO, Balaji Telefilms, refused to comment on the matter.
Star insiders pointed out that according to the contract, Star could at any point terminate a show, if that particular show dropped by 20 percent in terms of ratings. Kyunki Saas Bhi Kabhi Bahu Thi, according to insiders, has dropped by 30 percent in terms of viewing and has ceased to attract advertisers' interest.
It was also said that the show did not really have a plot, and even the new show on air - Kis Des Mein Hai Mera - was garnering more ratings than Kyunki...
Uday Shanker, CEO, Star India, did not comment stating that the matter was sub-judice. Last month, Star sold its 26 percent stake in Balaji Telefilms to its promoters. Both companies also ended their exclusivity contract, which had stated that Balaji could not produce shows for other television broadcasters during the time band that it showcased its soaps on Star Plus.
Kyunki along with two others soaps - Kahani Ghar Ghar Kii, and Kasauti Zindagi Ki - have been the key driver shows for Star Plus and went on to become brands at the peak of their popularity. When Kyunki was launched, Star Plus was languishing in third spot among the general entertainment channel.
Then came the Amitabh Bachchan-hosted Kaun Banega Crorepati (KBC) and the channel catapulted into leadership position. Supporting KBC were the three daily soaps from the Balaji Telefilms stable. These shows outlasted KBC and helped Star Plus retain its dominant position.
After a successful run of over six years, Kyunki will most definitely go down as one of the most celebrated and iconic soaps in the Hindi general entertainment space for surviving in the continuously changing market conditions, and retaining its dominant position as the numero uno.
Critics have often blamed these soaps for promoting regressive values relating to the status of women. In the end, though, it was viewer fatigue that killed the best known of the three soaps.
– The Economic Times
