MUMBAI: Ekta Kapoor shows Kumkum Bhagya and Kundali Bhagya have been working their magic for Zee TV since launch–the former since 2014. According to Broadcast Audience Research Council (BARC), both shows have been ruling the roost across general entertainment channels (GECs) urban and rural (U+R) sectors. Since Kumkum Bhagya has completed the 1000-episode milestone, Zee TV has curated a catchy anthem ‘Meherbano’, thanking fans for their unwavering love and support. The celebration will be accompanied by a four-hour special marathon episode of the show starting from 6.30 pm on 15 January.
Zee TV deputy business head Deepak Rajadhyaksha said, “Kumkum Bhagya has moved beyond the confines of a TV show to become an integral part of our viewers’ lives.” He added that they present stories and characters that not only entertain but are relatable and inspiring.
At the time of its launch in 2014, the show Kumkum Bhagya saw a distinct spike in viewership when the protagonists tied the knot, clocking in 7,405 TVTs. Coming back to the present, both the shows were among the top five Hindi GEC programmes in HSM (urban + rural) and HSM (urban). The flagship show has also been the reason for the rise of Zee’s free-to-air channel Zee Anmol, which was the top channel in BARC’s top-10 Hindi GEC channels for both urban + rural and rural markets in week 1.
Both shows are directed by Sameer Kulkarni and developed by Balaji Telefilms’ Kapoor who continues to bet her money on the letter ‘K’. Kumkum Bhagya's popularity led Zee TV to approach Balaji with the idea of a spinoff series titled Kundali Bhagya, which portrays the lives of two long lost sisters or Pragya - Preeta and Srishti. “The intricate narrative of Kumkum Bhagya was such that it lent itself to developing the sub-plots of myriad characters, each sub-plot emerging into a full-fledged story of its own,” Rajadhyaksha said.
With Kumkum Bhagya having created a benchmark in BARC’s top-five list, the question of whether to promote Kundali Bhagya or let it keep tapping into the elder’s popularity cropped up.“Kundali Bhagya enjoyed the rub-off effect of an already established, immensely popular franchise and, hence, initial sampling did certainly get a boost but the show had to hold its own steam on the merit of its own content from that point on,” he revealed.
Moreover, introducing two family dramas, with the intention of exploring a parallel universe, made them relatable and the undisputed leaders of weekday primetime. Majority of the show’s viewership comes from females 15 years and above, led by family viewership.
Given the immense fan following the show has built, the shows are expected to hold ground this year as well.
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