The launch was accompanied by a lot of hype and hope on one end and a lot of expectations from the other end. Needless to say, at one end was Sony and on the other end were the viewers. And the program was none other than Kahin Na Kahin Koi Hai.
Although just three episodes old, the show is too young to be judged, yet the sheer excitement and the expectations make it impossible to ignore it. Says Mona Jain of Loadstar Media, “Yes, given the hype that surrounded the program, it was impossible to ignore it. But now, if you want a viewer’s perspective, I think the show is slightly boring, especially towards the end.”
But Zarina Mehta of UTV-producer of Kahin Na Kahin Koi Hai- wants the program to be given some time. She says, “We think that Kahin Na Kahin Koi Hai will have a slow & steady growth. It is a very different concept and hence needs to climb slowly. Indians have very strong family values and traditions and Madhuri, who is an essential part of the show, epitomizes these values of Indian tradition. Given some time, the show would do well.”
According to Sony, KNKKH is not just a marriage show, but also a platform for prospective life partners to meet and in the presence of their families, and in a very traditional way, make informed decisions about their life partners.
The show demands a good deal of time and effort, before it goes for a shoot. A detailed list of criteria from the bride’s side is first of all acquired, which is then used as a search parameter for suitable grooms. The list of grooms is then narrowed down by the bride’s side and finally, when both the sides seem to have found suitable matches, the shoot is arranged. So while till now there are few who feel that all this effort would soon pay off, Sony is still optimistic. Kunal Das Gupta, CEO, Sony is not very sure if the show is getting a good number of audience, but he is quite sure that it is doing a good job.
However, planners do not seem to share Sony's optimism. Comments Jain, “In the same time band as KNKKH, Star Plus has Kasauti Zindagi Ki, which is going extremely strong. I think it would be difficult for Sony to draw audience away from such a strong show.”
Although till now, KNKKH has not been able to draw as much praise as was expected, yet Sony has high hopes from the show. Needless to say, even the audience has high hopes. Fingers crossed.