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.

As a result, a joint venture agreement entered into by the two parties for launching a regional-language network for southern India also stood terminated.

Though Star and Balaji said the decision to part ways was mutual and cordial, analysts claimed that it was the culmination of a growing spat between the two parties relating to certain rights and obligations arising from the agreements.

Star's decision to terminate Balaji's Hindi soap comes close on the heels of News Corporation chairman billionaire Rupert Murdoch's visit to India. During his visit in August, Murdoch said News Corporation would invest around $100 million on launching six new regional television channels under the Star brand in India, three of which would be in Bengali, Marathi and Gujarati languages.

In Asia, News Corporation's STAR Group broadcasts over 60 television channels to more than 300 million viewers across 53 countries while, in India, it is the leading broadcaster.

ABOUT BALAJI TELEFILMS

Balaji Telefilms Ltd is one of the most successful media companies and the largest television content provider in India, producing close to 1600 hours of television software in a year. The company is primarily engaged in the production of television software in Hindi, Telegu, Tamil, Malayalam and Kannada.

Balaji Telefilms has been promoted by actor Jeetendra, Shobha Kapoor and Ekta Kapoor and has to its credit many successful fiction-based serials, including Kyunki Saas Bhi Kabhi Bahu Thi, Kahaani Ghar Ghar Kii, Kkusum, Kasauti Zindagi Kay, Hum Paanch, Kasamh Se (all in Hindi), Pavitrabandham, Kalisundaram Raa (Telegu), Kulaa Villaakku (Tamil), and Kavyanjali (Malayalam).

The company has also successfully developed genres of content, including realty-based shows, mythological show and event-based programming. It has also diversified into feature film production and distribution through its wholly owned subsidiary Balaji Motion Pictures Ltd and has successfully produced and distributed Hindi-language films.

Balaji Telefilms has a large content library of over 6000 hours and its programs have consistently appeared in the top 50 programs on all major television channels.