It’s war over the small screen with Star and Sony fighting to get maximum number of audience to watch their programme. In an attempt to take the Sony audience away from the Hindi blockbuster Mohabbatein, to be aired at 8 p.m. on October 27, Star Plus has designed a special “dandiya” related, hour long episode of Kyunki Saas Bhi Kabhi Bhau Thi on Saturday to be aired between 8 and 9 p.m.
Star officials think that their highest rated programme will be able to fetch additional eyeballs as well as advertising revenue and will also help drive audience to Zubeida, the feature film to be aired at 9 p.m.
According to the industry sources Star Plus claims that it has already got advertisers such as Mahindra & Mahindra, Dabur, De Beers, Anchor Daewoo, Whirlpool to by spot at the rate of Rs 3 lakh per 10 seconds, the actual negotiable rate would be lower. Meanwhile Sony has priced 10 second spots on Mohabbatein for Rs 4 lakh.
However, the winner in the channel wars, the one who earns better ratings and advertising revenue will be declared only next week once the TV viewership monitoring agencies give their verdict.