Television actor Nakuul Mehta's much-awaited show "Ishqbaaaz" finally went on air from Monday, June 27, onwards at 10 p.m.-10:30 p.m. time slot on Star Plus channel. The first episode managed to attract 8.7 million television viewers, according to data International Business Times, India, received from ZAPR.

"Ishqbaaaz" attracted highest viewership in the first 10 minutes with 4.99 million viewers. However, the viewership gradually decreased in the later half of the show. With "Ishqbaaaz" replacing "Tamanna" at the 10 p.m. time slot, Star Plus witnessed at 37% increase in its viewership compared to the average viewership of "Tamanna."

The first episode of "Ishqbaaaz" faced tough competition from other shows aired at the 10 p.m. time slot on June 27 at different channels. However, "Ishqbaaaz" managed to garner highest viewership across the Hindi entertainment genre within 10 p.m.-10:30 p.m. slot for the day.

Coming to the geographic distribution of the viewers of "Ishqbaaaz," Gujarat stands tall with 13.9 percent of total viewership, followed by Maharashtra with 12.4 percent. Other states where "Ishqbaaaz" was viewed the most are Uttar Pradesh, Rajasthan and Madhya Pradesh with 11.3, 7.5 and 7.4 percent viewership, respectively. 

"Ishqbaaaz" revolves around the lives of the Oberoi family's three brothers: Shivaay (played by Nakuul), Omkara (played by Kunal Jaisingh) and Rudra (played by Leenesh Mattoo).

The three brothers have discrete personalities and contrasting lifestyles, but stand united in tough times. Shivaay is a businessman with a passion for expanding his Oberoi group. He is blunt and arrogant. Omkara, on the other hand, has no interest in the family business and is an artist by profession. The youngest of the three, Rudra, makes his way into the women's hearts with his attractive looks.