It’s only been close to eight weeks since Ekta Kapoor’s most ambitious daily soap, Beyttab Dil Ki Tamanna Hai, came on air. But the buzz is that the four-days-a- week show might go off air by the end of December or early next year.
Industry sources indicate various reasons, including poor numbers on the ratings chart. According to sources, the promotion budget for the show, set by Sony, was approximately Rs 20 crore. The channel had made lesser investment on promoting the other show, also produced by Ekta Kapoor’s Balaji Telefilms, which started a day after Beyttab.. on October 7, Pyaar Ka Bandhan
. Sources indicate that the channel doesn’t seem to feel a loss on the latter because the returns in the form of ratings and ad revenue have been fair so far. When asked Danish Khan of Sony, he says, “We have heard the rumours too. But there is no plan as such. The show hasn’t lived up to our hopes in terms of ratings but I am sure it could pick up. As of now, we are not planning to axe the show.”
A channel insider on the condition of anonymity, however, points out that Sony is planning to review the show in the next 10-12 days and decide whether it wants to continue with it or just shut it abruptly. “The reason the show can go on till the year end or even in the New Year is because there is no back up show to be put in the slot that gets vacated. Also, the producer hasn’t been informed about their decision to consider axing the show. So, till the channel personnel and the producer don’t have a meeting over the status of the show, Beyttab... will be on air,” adds the insider.
The channel also plans to have a series of new shows from January 1, of which Lift Kara De will be a non-fiction show, featuring 20 superstars. The others are Mahi Way, the story of a confident girl fighting all odds, Rishta.com that talks about match making, Powder is story of power play and Seven is a thriller. The insider says that Beyttab could well make way for one of these shows, but nothing is decided as yet.
When contacted, Ekta Kapoor says, “I have heard the rumours that my show might be axed. Mostly, I plan to review it in January. It hasn’t performed as nicely as I had thought it would.”