Kahin To Hoga strengthens STAR's 11-pm time band further

In the 11-pm time band during 2004, STAR Plus captured a market share of 92 per cent whereas Sony and ZEE were restricted to 4 per cent each

'Kahin To Hoga', the late night show on STAR Plus, has got an all time high TVR of 10.77 in the week 2 of 2005 (TAM, C&S, 4+, Hindi speaking markets). For the 11-pm time band, this is a new landmark. The viewership of the show has steadily increased from an average TVR of 7.96 in August 2004 to an average TVR of 9.07 in October to 9.35 in December.

Ajay Vidyasagar, senior vice-president, marketing and communication, STAR India, says, “What's interesting is that the show has even done better in metros such as Mumbai, Delhi and Kolkata.” In week 2, 2005, 'Kahin To Hoga' got a TVR of 14.54 in Mumbai and 10.36 in Delhi. Kolkata accounted for a TVR of 10.71.

Prior to 'Kahin To Hoga', STAR Plus used to air a serial 'Kahin Kisi Roz' at 11 pm. Even, this show gathered an all time high TVR of 8.83 in the last 10 weeks before being shifted to the 11.30 time slot. Despite its popularity, the show could never touch a TVR of 10.

Shailja Kejriwal, creative director, STAR Plus, says, “While 'Kahin Kisi Roz' helped STAR Plus to build the 11-pm time band, 'Kahin To Hoga' has further strengthened it and as a result, our channel share has increased. ”

She adds, “In the 11-pm time band between January 1, 2004 to January 8, 2005, STAR Plus captured a market share of 92 per cent, where as Sony and ZEE were restricted to 4 per cent each.”

One of the reasons why 'Kahin To Hoga' got an all-time high TVR in week 2 is on account of the story going through its high-point. In the next few episodes, the present track will complete a full circle, where the misunderstanding between the two lead characters, Sujal and Kashish, will be solved and they will come together.

It has been proved in the past that whenever a serial moves in a negative direction, or reaches climax, the TVRs shoot up. Whether TVRs behave likewise when the story starts moving with a positive approach is not proved.

Kejriwal says, “Irrespective of the story moving in a positive or negative direction, the TVRs shoot up. So, now that the story of 'Kahin To Hoga' is all set to move in a positive direction, we are hoping that the TVRs would go up further.”

In fact, the lead characters Sujal and Kashish have developed an iconic stature among the television viewers and are quite popular especially among the upwardly mobile viewers.

This is also probably why the two lead characters are seen endorsing a coffee brand these days. Kejriwal says, “Generally, there is a perception that K-serials do not cater to the upmarket audience. Now with these two artistes endorsing an upmarket brand, the myth is demystified.”

Kejriwal adds, “This serial has also defied another myth that K-serials are not watched by males. This serial is equally popular among young males as it is among young females.”

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