Zee TV has been under the radar for a long time. The TRPs of all their serials have been slowly but surely sliding down including their bestsellers ‘Kumkum Bhagya’,  ‘Kundali Bhagya’ and ‘Bhagya Lakshmi’… and though the channel seem to be hanging on for dear life on to the ‘Bhagya’ wave, it sure hasn’t been too successful.  Perhaps the content team needs a bit of a shake up. ‘Tere Bina Jeeya Jaye Na’, produced by Dome of Entertainment, took off rather well and had even crossed 1.3 TRP, however, in the middle, they literally just lost the plot and floundered. But thankfully, the producers realised their error and got their act and the serial back on track, and it soon became interesting. However before it could find its lost ground, Zee did the conjurer’s trick yet again for some weird reason, and changed the timing from 10 p.m. to 10.30 p.m. The already battered ‘Tere Bina Jeeya Jaye Na’ lost its balance and along with it, it’s floundering TRPs. Viewers who consisted of many housewives found the timing too late for them to actually sit and watch it on TV, and instead watched it on Zee5, which anyway doesn’t get counted in TRP, so essentially the serial lost out big time.

Ironically, ‘Tere Bina Jeeya Jaye Na’ is different from the convoluted saas-bahu sagas aired on all the other channels and it enthralled its viewers quite a bit. The top starrers Avinesh Reiki and Anjali Tatrari who played Devraj and Krisha were incredibly charming and the viewers really liked seeing the two of them team up in this romantic thriller. The BTS of the entire team seen as stories on social media was hilarious and got many fans hooked to their camaraderie. And just when things were actually getting interesting and the plot had found new ground, Zee was at it again! It pulled the plugs off the serial and now ‘Tere Bina Jeeya Jaye Na’ is going off the air soon. Perhaps Zee should rethink its ‘strategy’ and instead of messing up on scheduling, should showcase and promote serials properly. What say, Zee? 

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