This week will see the death of Indian television’s most popular characters ‘Tulsi’ who bids farewell to the soap ‘Kyunki Saans Bhi Kabhi Bahu Thi’ on STAR Plus.
Smriti Z Irani, the actress who plays the role of ‘Tulsi’ is leaving the soap to work on other projects. Her first production for STAR Plus ‘Karam Apna Apna’ has done well in the ratings. Her other show ‘Viruddh’ on Sony Entertainment Television Asia has got off to a slow start. She is currently working on a show for ZEE TV.
The last glimpse of Smriti Z Irani as ‘Tulsi’ will be witnessed in Wednesday’s episode as she is killed in an accident with her body being cremated by her daughters-in-law (Rakshanda Khan, Riva Bubber and Gauri Pradhan).
STAR Plus admit that Tulsi’s death will impact the serial’s overall popularity. Says Paritosh Joshi, president, ad sales and distribution, STAR India, “Characters come and go. It is the story narrative that drives audiences to a show. The ratings might not be impacted in the short term, but in the long run we may have to rework the serial.”
Competitors also say that Tulsi’s exit will have an adverse impact on the serial. “Tulsi Virani and Kyunki Saas Bhi Kabhi Bahu Thi are synonymous with each other. The show has primarily been successful because of the character. Now, with the character dying it is natural that ratings will drop,” said Asish Kaul, senior vice-president (corporate brand development), ZEE Network.
However, the exit of advertisers is expected to be slower. Said a media expert, “Advertisers will not withdraw their ads simply because a character has been pulled off the serial. Advertisers sign long-term deals with broadcasters. At the same time, if Star’s ratings continue to post a downward trend in the long term, advertisers are likely to reduce their ad spends on the show.”
‘Kyunki Saans Bhi Kabhi Bahu Thi’ has seen a decline in popularity recently. After averaging at a TRP of 11 in its early days, the soap now hovers around the 4.5 TRP.
There have been suggestions of ‘Tulsi’ being resurrected from the dead with Padmini Kohlapure a possible candidate for this. Keep it with us for more updates.
UK viewers will get to see the ‘end of Tulsi’ later this year.
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