The soap brigade has elbowed its way into the top position in the 9 to 10 pm band as well. The waning KBC has helped Sony's Kkusum and Kutumb climb to the top of the charts, even as Star continues to hold sway with two more Balaji soaps in the 10-11 pm slot.

Kkusum, Sony says, has registered a steady rise in ratings, with the TAM ratings for the week ending 1 December, putting Kkusum at 8.6. Kutumb, the saga of a couple who get married for vengeful purposes, has apparently been a consistent favourite with viewers from the first week. The channel claims an 'incredible high of 6.6 in only the fourth week after its launch', quoting TAM ratings for the week ended 1 December. The sample covers the north and west (Mumbai, Delhi, Kanpur, Ahmedabad, Ludhiana, Rest of Maharashtra and Rest of Uttar Pradesh).

Kkusum, a daily soap on weekdays, is the only show to have toppled KBC from its perch in the 9 pm slot, claims Sony. Kutumb, which runs Mondays through Thursdays, is the channel's latest offering, but has already established a lead in its slot at 9:30 pm.

SET needs to ensure that both the soaps hold viewer interest, with Star just having brought in the Neena Gupta hosted Kamzor Kadii Kaun (airing Tuesdays at 9 pm). Star is also introducing another serial Sanjivani, that promises to be quite gripping, based as it is on the US series Chicago Hope. Sanjivani will take the 9 pm slot on Wednesdays from 16 January 2002.