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Elaborating further, Kejriwal pointed out that every daily follows
a format of a new story that begins within a daily and the culmination
point of that particular plot, after which a new one begins. This
particular story, which began eight months ago, has reached its
culmination point and hence the high in ratings.
Another interesting point aas to why this particular plot has sustained
so much hype and interest is due to the fact that highly popular
and powerful icons of the serial like Tulsi, her son Ansh, his wife
Nandini and Tulsi's step son Karan are in conflict together. "Kyunki...
reaching a new high of course is a phase, but the idea is to achieve
new highs and in the bargain hope that the base also gets a little
higher."
This mega K serial has been gradually seeing a rise week on week
with week 38 HSM CS 4+ recording a 17.12 TVR, followed by week 39
being 15.85 TVR, week 40 - 15.72 TVR, week 41 moving up to 16.09
TVR and finally week 42 hitting a new high of 19.41 TVR.
Did someone say soaps are losing their steam?
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Kyunki...
on an average this year has been churning out ratings of 15+ TVR
in the C&S 4+ Hindi speaking markets. But a 19.41 TVR in HSM
seems to be a new high that this high stake property has reaped.
An ecstatic Star India creative director content and communications
Shailja Kejriwal gushes, "Kyunki... has seen this ratings
high due to the way the story line has taken shape in the last eight
months in terms of Tulsi being blinded by her love towards her immoral
son Ansh Gujral where the plot peaks with her realisation about
his true character. What is awaited is the stance and the action
that she will take against her son."