afaqs!

Obituary: Kis Desh Mein Hai Mera Dil

By Dhaleta Surender Kumar , afaqs!, New Delhi | In Media Publishing | October 08, 2008
STAR Plus bids adieu through newspaper obituary and an 'Akhri Salam'

Yesterday, STAR & #BANNER1 & # Plus placed two obituaries (one literally) in newspapers related to two of its programmes. While one wished 'Aakhri Salaam' to its long running show, Kahaani Ghar Ghar Ki (KGGK), the other announced the Uthavna (a prayer meeting for a departed soul) of Prem, one of the lead characters of the serial, Kis Desh Mein Hai Meraa Dil (KDMHMD).

KGGK will finally come to an end on October 9.

Meanwhile, in KDMHMD, one of the lead and popular characters, Prem Juneja, died in the October 2 episode. Yesterday, newspapers carried an advertisement imitating an obituary ad in which the parents of Prem Juneja mourn his untimely demise and call for a prayer meeting at their residence on October 8 at 8:30 pm (the timing of the show).

Purple Focus is the ad agency that has conceptualised the idea.

Click on the image to enlargePrem Kamath, vice-president, marketing, STAR India, tell afaqs!, "The death of the lead character is a high point in the story track. The 'obituary' route is clutter-breaking and innovative."

Meanwhile, he clarifies that the ad for KGGK is not an obituary and 'is just an announcement of the show coming to an end'. On a replacement for the programme, he says, "We haven't announced the replacement as yet."

Kamath denies that the ratings for KDMHMD had dipped in the past and STAR Plus took the shock route of killing the lead character (ala Tulsi of Kyunki Saas Bhi Kabhi Bahu Thi) to improve the viewership. "The show has been doing well and has an average TVR of 4. It's one of the top performers in the slot (Monday-Thursday, 8:30-9 pm)," he says.

While any rating above 3 is considered good by industry standards, the show has seen a dip in its viewership in the last month. As per TAM ratings (C&S, 4+ HSM), in August the show had a TVR of more than 4, which dipped to 3.6 in September. The shock may just bring up the ratings to more than 4.

The ad, according to Kamath, was placed in about 40 Hindi, English, Marathi and Gujarati newspapers in the Hindi speaking markets.