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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."
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Serial
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Week
ended 11 Sept.
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Week
ended 18 Sept.
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Week
ended 25 Sept.
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Kahiin
To Hoga
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5
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5.2
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5.6
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Jassi
Jaisi Koi Nahi
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2.1
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3
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3.1
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Kaahin
Kissii Roz
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3.4
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3.1
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2.7
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(These are all-India average ratings
for the week. Source - TAM Media)
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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