MUMBAI: Given the importance of primetime, most Hindi general entertainment channels would steer clear of risqué content in this slot. However, as the leader in the Hindi GEC category, Star Plus continues to be an exception to the rule.
Back in 2010, the channel introduced adult-themed shows such as Maryada - Aakhir Kab Tak and Kaali - Ek Agnipariksha during late primetime. Once again, it is all set to air a new show, Ishq Kills every Sunday at 10:00 pm, starting 16 February.
The one hour show will enact crimes of passion that have taken place in the country. Statistics reveal that most crimes in India are committed either for love or for money, and Ishq Kills will be the first show to highlight those where love is involved.
While the Star spokesperson was unavailable for comment, sources close to the development said the show is based on true events and will wrap up in 26 episodes. Produced by Rowdy Rascals of Savdhaan India fame, Star Plus has roped in film producer-director Vikram Bhatt to host the show.
The show promo doing the rounds of all the Star Network channels has already generated a lot of curiosity. It shows a married man sleeping with his housekeeper and when he professes his love for her, she asks him to “prove it” by “killing memsaab”
While there is no dearth of crime-based shows on Hindi GECs, going by the promo, the show definitely carries the promise of standing out from the rest. Then again, it is in for some serious competition from Colors’ Comedy Nights with Kapil (CNWK), which has almost become a brand unto itself.
Will the show work its magic on Star Plus?
Says a media professional who doesn’t wish to be named: “This is the time when the whole family sits and watches either movies or shows which refresh their mind. However, thriller-based shows have never worked for Star after some point of time. Moreover, the series is competing with CNWK which is already a brand now and people block 10:00 pm for it. I think CNWK will eat up all its ratings as the loyal audiences have already been built in this slot.”
According to another media professional, primetime in GECs has grown nearly 20-25 per cent in the past few months which proves there are viewers available as also the potential for growth.
With competitors like Fear Files on Zee TV and Savdhaan India on Life OK, only time will tell who is going to have the last laugh!