Top Story


Home >> International >> Article

It’s always on a Thursday, for higher TRPs

Font Size   16
It’s always on a Thursday, for higher TRPs

The concept, of twist and turn on Thursday helps the serials to increase their TRP. This concept was started by Ramesh Sippy, who picked this up from Dallas and Dynasty and perfected into an art on Buniyaad and which Shanti and Swabhimaan rediscovered for Doordarshan. On Thursday, Ekta Kapoor took it further: in the never land of soaps, always look for a hook. And try to keep it for the weekend, to built enough viewer interest.

So if Mihir, the lead star of Kyunki Saas Bhi Kabhi Bahu Thi died on a Thursday (February 8), he resurfaced on another Thursday (March 22) and saw his wife, Tulsi, almost getting married to another man, also on a Thursday.

As Sanjay Doshi, CEO of Balaji Telefilms, producers of the Star Plus serial, puts it: ``The big twist has to be on Thursday. That's why it's called the cliffhanger.'' When the serial has Rs 80 lakh - Rs 1 crore riding on it every day in sponsorships, the cliffhangers have to be frequent. Which is why, says Upadhyay, his character had to be resurrected earlier than the plot had intended.

Such twists help the TRPs. When Mihir was out of action, the ratings had dipped to 10. The most recent 29-city TRPs (according to INTAM) for the serial indicate that Kyunki... (for the week ending May 13) is up to 12.79 and occupies the first four spots. As Doshi says proudly, even the afternoon repeats figure on nos 19, 20, 21, and 22.


Anil Uniyal, CEO, Bloomberg|Quint, on his business objectives, the reason behind pushing back the launch of the channel and more

Oracle India believes that marketing has entirely evolved because of the change in the buying process of customers

Dennis Oudejans, CEO, AdVoice, on the journey so far, targeted AdVoice networks and his vision for the company

Aparna Bhosle, Business Cluster Head - Premium & FTA GEC channels - ‎ZEEL, on its new property, sponsors, investment on acquisition and response to BBC First

Accessible luxury footwear brand Oceedee has launched its digital-first brand campaign to unveil its proposition - Strut Your Quirk

A stylish new global advertising campaign celebrating the art of living well – the ‘Art of Savoir-Vivre’ - brings to life the heart and soul of Belmond and its global travel experiences –a world full...