Kyunki Saas Bhi Kabhi Bahu Thi set to go off air from Nov.10 as Balaji, Star face off

According to Balaji Telefilms Ltd., India's biggest television content provider and the producer of 'Kyunki...,' Star's move is in breach of contractual obligation and it would seek legal remedies.

However, industry analysts claim Balaji is merely crying itself hoarse, as it was a matter of time that Star took off 'Kyunki...' from its channel.

According to the analysts, Star was paying a premium for 'Kyunki...' due to its initial popularity and to prevent Balaji from providing other broadcasters with shows at the same time slot.

"Kyunki Saas Bhi Kabhi Bahu Thi is one of the longest running Hindi soap in India's television history, having crossed over 1500 episodes. It gained popularity with the central character of a daughter-in-law, 'Tulsi,' being played by Smriti Irani," said an analyst from a Mumbai brokerage, on conditions of anonymity.

"However, over time, the 8-year old 'Kyunki..' declined in popularity as newer shows stole the ratings charts," he said.

And, with the latest TAM Media Research report showing that 'Balika Vadhu,' a drama on a child bride, and Star's 'Bidayi' have topped the ratings charts, with 'Kyunki...' not even featuring among the top five shows in the Hindi general entertainment genre, analysts said they expected Star to cancel the show within the next 3-4 months.

When contacted, Star India CEO Uday Shankar refused to comment on the issue as the matter was "sub judice."

This is not the first time Balaji has faced off with Star Group.

In August, the News Corporation-owned Star Group and Balaji announced that they have broken off their alliance in India, which was entered into between the parties in 2004.