Balaji saas-bahu soaps slip on viewership

The reason for low ratings may be the fatigue factor among the audience and the way the market is structured today.

For over seven years, Ekta Kapoor's Balaji Telefilms ruled Indian television and the top 10 rating charts with its saas-bahu sagas. However, the production house's grip on the leadership position appears to be weakening now.

Serials like 'Kyunki Saas Bhi Kabhi Bahu Thi' and 'Kahaani Ghar Ghar Kii' on Star Plus, which once delivered ratings in the range of 12, have dropped to almost half of that.

According to TAM Media Research, 'Kyunki…' delivered a television rating of 4 and 3.8 during the week March 2 to March 8, while 'Kahaani' does not even figure in the top 10 ratings list.

It is not only the shows on Star Plus but also Balaji shows across other Hindi general entertainment channels such as Zee TV, Sony Entertainment Television (SET) and 9X that are losing ratings.

For instance, 'Kasamh Se' on Zee TV in early 2007 delivered ratings in the range of 3.8 to 2.8 (January 7-13, 2007). Currently, the ratings are between 2.8 and 2.4. In case of SET, Balaji produces one show, 'Kuch iss Tarah', which was launched in November-December 2007 and its average rating is 1.

For 9X it produces two soaps — a weekly 'Kya Dil Mai Hai' and a daily 'Kahe Na Kahe' — whose ratings haven't touched 1 yet. However, both for SET and 9X, Balaji serials are the top shows for the channels respectively.

Meanwhile, other production companies are closing in on Balaji. Zee's 'Banoo Main Teri Dulhan' produced by Shakuntalam Films clocked 4.7-3.7 TVRs during March 2-8 this year while Creative Eye's 'Ghar Ki Lakshmi Betiyaan' and 'Maayka', both on Zee, delivered TVRs between 3.4-2.9 and 3.5–3.1, respectively. Sphere Origin's 'Saat Phere's ratings are in the range of 3.7-3.5.

Balaji over the years has churned over 100 shows and currently produces 11 shows in Hindi and four in the South.

Source: Business Standarad