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Supernatural strategy: Can Kawach do a Naagin on Colors?

It looks like the channel intends to occupy the weekend evening primetime with the fantasy and supernatural genre. Naagin made heads turn when the weekend 8 PM slot got established with a fiction show

Raushni Bhagia | Mumbai | June 3, 2016


After enjoying a runaway success with 62 episodes of its weekend show over seven months, Colors is now all set to launch another supernatural themed fiction show, Kawach...Kaali Shaktiyon Se, to replace Naagin

The evening primetime has enjoyed a lot of healthy and popular folklore even during the Doordarshan times, be it Alif Laila, Aladdin, Hatimtai or Ali Baba Chaalis Chor.


Kawach is a love-cum-horror series where the wife (Mona Singh) is possessed by her former lover of the male lead, played by Vivek Dahiya. It looks like the channel and the makers are expecting a similar audience response for Kawach as it got for Naagin. Ekta Kapoor, the queen of fiction shows, is the mind behind both the shows – Naagin and Kawach.

Naagin made heads turn when the weekend 8 PM slot got established with a fiction show. It didn’t just do well but remained the most watched programme throughout the seven-month span. The show entered the list of top five programmes on Hindi GECs in Week 47of 2015, just the third week of its launch, with 16.7 TVM. With all the efforts and popularity, the show maintained its position with 8.9 TVMs in the recent Week 21 ending May 27, 2016.

The show had maintained its viewership numbers at 16.3 TVMs till week 17 and it was the IPL that had apparently hit it in the last three weeks. But that didn’t make a dent on the show’s performance throughout all these weeks. Kawach, the channel is hoping, will reflect a similar success pattern as Naagin.

Considering the new show’s storyline, it looks like the time slot too is possessed by supernatural plots. Naagin was initially expected to be wrapped up in May but the finale was pushed by a few weeks and the show will now end on June 5.

Manisha Sharma Manisha Sharma

In an earlier interview, Manisha Sharma, Programming Head of Colors, had told BestMediaInfo how the supernatural trend was another genre that the audience enjoyed watching on a regular basis, its root being in the folklore and myths that had been passing on for generations. She had said, “Supernatural and folklore-based content holds mass appeal, while for the general entertainment genre at large it is a combination of male and female viewership.”

Possibly that is the reason why a lot of fiction shows have time and again added parallel storylines with spirits and ghosts and black magic – be it Yeh Hai Mohabbatein, Sasural Simar Ka, Swaragini, Adhuri Hamari Kahaani among others.

So now one has to really wait and watch if Kawach can carry on the legacy of the weekend 8 PM slot for Colors.


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