STAR Plus brings in Balaji’s ‘Kayamath’ to replace ‘Kahiin Tho Hoga’

STAR Plus brings in Balaji’s ‘Kayamath’ to replace ‘Kahiin Tho Hoga’

Author | exchange4media Mumbai Bureau | Monday, Jan 29,2007 7:46 AM

STAR Plus brings in Balaji’s ‘Kayamath’ to replace ‘Kahiin Tho Hoga’

The charge of the ‘K’ brigade continues on STAR Plus. With ‘Kahiin Tho Hoga’ going off air mid-February 2007, the channel is bringing in another serial from the Balaji stable, Kayamath’, at the same slot at 11.00 pm.

As was seen in many STAR shows, the reason for a show closing – be it ‘Kkavyanjali’, ‘Miilee’ and so on – has largely been non-performance of the show. However, in the case of ‘Kahiin Tho Hoga’, the show is at least closing with good numbers still to show.

‘Kahiin Tho Hoga’ has been a classic example on television of stretching primetime. Coming in the 11.00 pm slot and delivering 10 plus TRPs in the C&S 4+ in Hindi speaking markets was no mean achievement. The numbers have come down today and TAM Media Research shows around 6 plus average for the show. However, the fact that this is coming in the 11-11.30 pm band still means good news for STAR.

Explaining the reason why the channel thought it made sense to pull the plug on the show, Shailja Kejriwal, Senior Creative Director, STAR Entertainment, said, “The show was originally designed for one year only. We wanted a love story, but the ratings had been good enough to keep the show going for over three years now.”

She further elaborated that in terms of story ideas, the show really was on oxygen in the recent past. She said, “We really couldn’t go with a generation jump in this show. All story ideas have been exhausted. In fact, we have been toying with the idea of launching a new show for six months now, but ‘Karam’ had to be launched and then KBC, so we could do this only now.”

The new show is a family drama. The tentative launch date is February 14, 2007. The promos of the show are already on-air. STAR would be employing multimedia activities for this show as well, and on-ground activities are expected to commence soon.

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