| Balaji shows likely to go off air |
| Mumbai August 30, 2008, 1:00 IST |
The longest-running television soaps, which have mesmerised TV audiences for many years, are coming to an end. One of the serials from the Balaji Telefilms stable, Kyunki Saas Bhi Kabhi Bahu Thi or Kahanii Ghar Ghar Kii, which are telecast on Star TV, will be withdrawn and it will be curtains for the serial.
his dramatic decision comes close on the heels of Star TV selling out its 26 per cent equity stake in Balaji Telefilms to its promoters Ekta Kapoor just a few weeks ago.
Recently, the two companies also ended their ?exclusivity contract?. Star and Balaji had signed an exclusivity agreement in 2004 according to which Balaji could not produce shows for other television broadcasters during the time band that it showcased its soaps on Star Plus.
The channel compensated Balaji by paying a premium, which is said to be almost 200 per cent higher than the market rate for Balaji programmes.
Sources close to the development clarify that the premium was paid only for two shows ? Kyunki Saas Bhi Kabhi Bahu Thi and Kahani Ghar Ghar Ki. The industry estimates that the average market rates per show (one hour) is around Rs 10 lakh, but Balaji's got nearly Rs 30 lakh per show.
However, the two mega shows that ruled the top viewership ratings chart for over seven years have been witnessing a decline in its ratings.
"The drop in ratings were one of the reasons Star ended its exclusivity contract with Balaji. With the agreement ending now, the channel does not want to pay a premium to Balaji," said a source close to the development. Consequently, Balaji sees no sense in continuing with the shows.
"It is not possible to sustain shows over eight to nine years. Balaji is likely to conclude one of the two shows," said a source in Balaji.
Kyunki Saas Bhi Kabhi Bahu Thi was the king of ratings for almost seven years followed by Kahani Ghar Ghar Ki. The two soaps occupied the top slots in the top ten ratings across channels, fuelling the success of Star Plus as the leading channel in the Hindi general entertainment space. However, the ratings have been taking a beating.
According to the latest data by TAM Media Research the two shows don't even feature in the top ten. Kyunki ranks 20 with 2.51 rating while Kahani has a rating of 2.23 and ranks 37 (week August 3 to August 9, 2008).
Currently, Balaji has six shows on Star Plus ? Kis Desh Mein Hai Meraa Dil, Kumkum, Kayamath and Kyunki Sans Bhi Kabhi Bahoo Thi, Kahani Ghar Ghar Ki and Kasturi. Only Kis Desh Mein Hai Meraa Dil has a place in the top ten rankings ? it stands at the fifth position with a 3.59 rating. Kasturi ranks 33 (rating 2.3) while Kumkum and Kayamath rank 73 (1.84 rating) and 78 (1.78 rating) respectively.
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