The timeslot of a daily is very important for its continued success. However, if there is even a slight change in the timings, it can have a negative effect on the series. And if the numbers are to be believed then two shows of Sony Entertainment are bearing the brunt of time shift. Tellychakkar.com is referring to Saas Bina Sasural (Optimystix Entertainment) and Dekha Ek Khwaab (Rose Audio Visual Pvt. Ltd).
The timeslot of these shows were reshuffled to accommodate Balaji Telefilms' Kyaa Hua Tera Vaada. Saas Bina Sasural was shifted an hour early from the original time slot of 10 pm. While Kuch Toh Log Kahenge and Dekha Ek Khwaab were made 30 minutes from 45 minutes. As a result, the time slot of Dekha Ek Khwaab was pushed fifteen minutes early to 8.30 pm.
Post the shift, the ratings of Both Saas (before the shift it was 2.5 now it is 1.7) and Dekha Ek have come down (before the shift it was 2.2 and now it is 1.5). However Sneha Rajani, Senior Executive Vice President & Business Head - SET (SONY Entertainment Television) is unperturbed, "We always expected this. If you move a show, there will be turmoil in the first 5 weeks and we are only in the third week. Most importantly, this drop has been marginal and could have been due to other reasons as well. We are very confident that things will get better soon."
Virendra Shahane, Head of Fiction, SET also dismissed the drop saying the numbers will rise. "Our real challenge is Director Kut’s Kuch Toh Log Kahenge, we have decided to retain at 8 pm for we want this older man younger woman romance to fight it for itself."
Tellychakkar.com hopes that the future brings good news for these shows.