GECs
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?
MUMBAI: Lights, camera… connection because this time, the game isn’t just about winning, it’s about who’s with you. Sony Pictures Networks India is gearing up to launch a new reality game show, Tum Ho Naa, expanding its unscripted slate with a format that promises both emotion and engagement.
The show will premiere soon on Sony Entertainment Television and stream on Sony LIV, with Rajeev Khandelwal stepping in as host. Known for his measured screen presence and selective choices, Khandelwal’s return to television adds a layer of familiarity and credibility to the upcoming format.
While specific details of the gameplay remain under wraps, the positioning suggests a reality format that leans as much on emotional resonance as it does on competition, an increasingly popular blend in Indian television, where audiences are gravitating towards content that offers both stakes and storytelling.
Khandelwal, reflecting on his return, noted that his choices have often been guided by instinct rather than convention, describing Tum Ho Naa as a project that feels “close to the heart”. His association also signals Sony’s continued focus on anchoring new formats with recognisable faces who bring both relatability and depth.
The launch comes at a time when broadcasters are doubling down on original non-fiction formats to drive appointment viewing, even as digital platforms expand parallel reach. By placing the show across both linear television and OTT, Sony appears to be aiming for a dual-audience strategy capturing traditional viewers while engaging digital-first consumers.
As the countdown to premiere begins, Tum Ho Naa positions itself not just as another game show, but as a reminder that sometimes, the biggest prize on screen isn’t the jackpot, it’s the journey shared along the way.
