By Anil Merani: I wonder how Sumbul Touqeer Khan never saw the writing of “#Kavya Ek Jazbaa Ek Junoon on the wall.
She is quoted as saying: “I’m sad and disappointed that Kavya is ending. The decision was quite sudden, and none of us saw it coming. But as the saying goes, all good things must end.”
Interestingly, Kavya was quite low from a rating point of view. Hence, it should have been on the chopping board, yet it survived. Maybe it had better time spent or was doing well on Sony Liv and other online parameters. Today, the value of online vectors against traditional ratings is slowly increasing.
There is a lot of data crunching for the all-important add revenue rates are decided on TRP and GRP.
Maybe Sumbul was assured by the higher that the show would run for a while
Also, let’s say that Kavya was an essential show for Sony TV in terms of perception.
It’s a significant achievement for Kavya to have run for over a year, especially at a time when shelf life is three months flat. Sony TV, too pulled the plug on its two recent properties (Jublie Talkies and Pukaar). The show’s ability to sustain itself in such a competitive environment is a testament to its unique appeal and the effective strategies employed by its makers.
Kavya was an excellent creative outing for Sumbul as well. She could have easily chosen a tear-jerker, yet she took a bet on this DJ A Creative Unit offering.
It’s crucial for more female actors to explore the women empowerment route in their roles. While Kavya’s story was family-centric, it reflects the societal dynamics where women often bear the brunt.
Kavya’s enduring success will inspire other creators to analyze its data and learn from its strategies, potentially leading to more successful shows and avoiding significant losses.
Given Sumbul’s online presence, could the makers have shifted the show to standalone OTT to test the waters instead of yanking it off in toto? Other channels (Silsila Badalte Rishton Ka) have tried similar experiments, but yes, they did not last long.