Top Story


Home >> Media - TV >> Article

Where goes Khullja Sim Sim? Koi Jaane Na…

Font Size   16
Where goes Khullja Sim Sim? Koi Jaane Na…

Come March and Star plus will replace Optimystix’s Khullja Sim Sim with BAG’s Koi Jaane Na. To be aired on Saturdays at 10 p.m., the serial is in tune with Star’s strategy to provide variety in its weekend line-up.

With Khullja… replaced, one might think that game shows are going out of fashion for Star. However Deepak Segal, Sr. VP, Content and Communication, Star India states, “Khullja… will come back in a new season, later. The game show has done well for us.”

Similar sentiments were expressed when Hatim replaced Kucch Kar Dikhana Hai. Incidentally yet another Optimystix production on Star, Kismey Kitna Hai Dum, an adaptation of UK based Night Fever, is also off air.

Segal explains, “With Khullja… one problem we had was with advertisers. They didn’t understand the potential of placing products on the show. But these are format shows and we will bring them back with fresh content.” However, there is no word when these programmes will make a comeback.

Sources inform that another programme that faced a few production problems was Contiloe’s Krishna Arjun, which too was being considered to be discontinued for a while. Unlike serials, which can be shot in one room, this is a multi – location programme and that’s where the problem had come in during the review. However, the dust is settled there. The issue is sorted and given that the programme is generating required TRPs, officials inform that the show stays.

Nonetheless, both Contiloe and Optimystix as per sources are already in the process of new productions. In the case of Contiloe, work is on for at least three programmes and these should be seen in the first fiscal quarter on Sony Entertainment Television and Sahara.

For Optimystix, 2004 means six new shows and sources inform that these would be divided between Star and Sony. While the production house has largely been involved with game shows and light-hearted entertainment, it is now looking at expanding genres. It is coming with a serial on Sony towards the end of the month.

Meanwhile, Star is all prepared to excite viewers with Koi Jaane Na. Explains Segal, “It is the concept of good versus evil. We are working at strengthening our weekend programming further and this strategy is in sync with this.”

The show is a supernatural thriller. “We were looking at a different kind of show for this slot,” adds Rajesh Chadda, COO, BAG Films. “Unlike other thrillers in alienated environment, this thriller is in a family set-up and has a supernatural element. So, in that sense, it is a lot closer to reality than other thrillers we see.”

And what does he think of this late slot? Chadda replies, “The idea is to get the late night weekend audience. If you look at our works so far, with shows like Kumkum, it is almost a policy with us to work on non primetime slots and we have been able to build it better.”

The channel is geared up to launch a new format show which, as per channel sources, will change the face of Indian television. Watch this space for more on this property.


Innovation and connecting with customers in all ways possible is their mantra for successful marketing communication

Bixler revealed that the likes of The Ministry of Tourism, The Art of Living and The Indian Debating Union have partnered with the festival that will be showcasing the culture and diversity of India

In conversation with exchange4media, Vighnesh Shahane, CEO, IDBI Federal Life Insurance, spoke about his vision for this new marketing initiative, how the brand’s marketing efforts through sports have helped them and his business goals for 2018

This agency was born after national brands reportedly struggled to connect with the south Indian audiences

The agency has been awarded the reins of the account in the aftermath of a competitive multi-agency pitch.

In an effort to make Indian roads safer for women scooter riders, leading tyre manufacturer CEAT has introduced the CEAT Safety Grip - a perfect combination of innovation and functionality

Partners with Mumbai Juniorthon as ‘Safety Travel Partner’