Gripping twists in the tale take Kyunki... to all-time ratings high

MUMBAI: Fours years running and there's still no stopping Star Plus' flagship soap Kyunki Saas Bhi Kabhi Bahu. Soap factory Balaji Telefilms and Star Plus' hit drama has just gone one better on the ratings charts, hitting an all-time high of 19.41 TVRs in the C&S 4+ Hindi speaking markets (HSM).

Even for all India markets C&S 4+ (week 42, 10 October to 16 October), Kyunki... aced the ratings map with a whopping 13.5 TVRs.

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."

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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