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After creating waves in tellydom and churning out one hit serial after the other for eight years, Ekta Kapoor's fortune wheel has taken a downward turn. Riding on the success of Kyunki, Kahani, Kasauti and a host of other 'K' shows, she ruled the roost on TRP charts with three or four Balaji serials consistently figuring in the top five GE shows. Today it is either one show or none. In fact, after Kasauti, Kahani and Kyunki shut shop, hardly anyone is talking about Balaji shows. It may not be the end of Balaji era but the road ahead for the soap queen and her production company seems to be tough.

Currently Balaji has five shows on air, four on Star Plus and one on Zee. But except Kis Desh Mein Hai Mera Dil which averages around 4 TRP and Kasamh Se, which is managing to stay afloat with an average of around 2.5 rating, other Balaji shows like Karam Apna Apna, Tujh Sangh Preet Lagai Sajna and Kayamath are struggling for TRPs. Ekta's foray into mythology with Kahani Hamarey Mahabharat Ki has been a disaster. Her other shows on 9X ' Kahe Na Kahe and Kya Dil Mein Hai ' didn't create any magic. Also, Ekta's recent entry into reality TV space with shows like Kaun Jeetega Bollywood Ka Ticket and Kabhi Kabhi Pyar Kabhi Kabhi Yaar were complete duds.

Not long go Balaji shows were offered huge premium over shows of other production companies. So why is the most prestigious television banner suddenly in a precarious situation? "Renaissance in Indian cinema is offering novelty, variety and quality entertainment to people and that is rubbing into their expectations from television content as well. Television content providers must understand the need of the hour and deliver to survive and succeed," says Sony's assistant vice president and head of marketing Danish Khan, adding further, "People have not rejected a particular banner but a certain kind of content."

Purnendu Shekhar who is currently writing Saath Phere, Balika Vadhu and Grihasti scripts says people are rejecting Balaji shows because the days of illogical stories and characters are over. "People are fed up of watching only black and white characters of heightened drama," he adds. However, according to a senior Balaji programming executive, some of the serials that are not doing well are old shows. "Karam, Kayamath and Kasamh Se are more than two-year-old shows. Certainly the trend is changing but Kish Desh Mein Hai Mera Dil, which is less than a year old is getting good response. Tujh Sangh Preet has just started and is picking up now," he defends.

Producer-director Rajan Shahi of Bidaai avoids commenting on Balaji's poor performance. He says, "It's not fair to comment on a particular banner. But fact is that every show has its time span. Some of the Balaji shows have been hugely successful. But it's not easy to do four or five quality shows simultaneously. It takes at least nine months of intensive monitoring to set up a new show and to deliver certain content and quality," he adds.

That's precisely the problem with Balaji today. According to the industry buzz, the soap queen who used to work 18 hours a day on her shows once upon a time is not giving enough time to television anymore. Indiscipline which was once unacceptable on Balaji sets is today an order of the day. Actors don't come on time and often lot of shoots take place with body-doubles. Also, there is no control over quality. "With Ekta shifting her attention to films, the television department is working in a chaotic manner and nobody is checking the content before it goes on air," says a TV industry senior. However, all is not lost. The senior Balaji programming executive reveals that the new shows, which will be launched this year will be in sync with the changing trend. But he admits that the TRP game is going to be difficult for everyone.