Star Plus' youth-centric 'Kahiin To Hoga' leaves other new shows in its wake

MUMBAI: It could well be the silent winner of the season. 

Kahiin To Hoga (KTH), the Balaji Telefilms' show that debuted on Star Plus a month ago, has been steadily climbing the ratings charts and has already broken into the Top 20 at 19 in the week ended 27 September 2003.

KTH, hardly a month old, is well ahead of SET India's Jassi Jaisi Koi Nahi , which launched around the same time on.

While Jassi's unexpected success over the much-hyped Karishma-The Miracles of Destiny on Sahara stole the headlines, it is Kashish of Kahiin To Hoga, who seems to be stealing young hearts in the late night slot on Star. And if Jassi is a direct copy of the South American hit show Yo Soy Betty La Fea , KTH also takes a more indirect inspiration from the Jane Austen classic Pride and Prejudice.

KTH, which started off at number 31 on the ratings charts, in the first week of its launch, climbed to number 29 in the week ended 18 September and then to number 26 in the week ended 25 September.

Talking about the USP of KTH, Balaji Telefilms COO Rajesh Pavithran says, "Like all other Balaji serials, KTH has a compelling storyline. More importantly, the youth element in the story is a major reason for its popularity. KTH is like a whiff of fresh air - different from the huge family dramas and does not fall in the saas bahu genre. Also, the concept of the serial is unique. That's the reason it's doing so well." 

Week ended 11 Sept.
Week ended 18 Sept.
Week ended 25 Sept.
Kahiin To Hoga
Jassi Jaisi Koi Nahi
Kaahin Kissii Roz

Bearing the brunt of KTH's popularity is another Balaji daily Kaahin Kissi Roz (KKR) which was pushed to 11:30 pm to make way for this new youth centric serial. Pavithran said, "Pushing Kaahin Kissi Roz to the 11:30 pm slot has helped a lot. It means additional market shares for Star TV at the midnight slot which in itself is amazing."

KKR had an average TRP of 5.27 in the last week before it was pushed to the 11:30 pm slot. A remarkable drop in the TRPs can be seen after the time change, as the average ratings the show got in the following three weeks show a steady fall at 3.4, 3.1 and 2.7.

On the fate of KKR, which was to be scrapped sometime back but was revitalised, Pavithran says, "Right now, there is no reason for us to kill the show. We will see how it goes and whatever is required to be done will be done at the right time."

Asked whether they had expected such a good response from KTH in it's very first week, an enthused Pavithran says, "We were very confident about Kahiin To Hoga from the very beginning and we knew this formula would work."

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