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ZEE TV axes “expensive show” ‘Sinndoor’

ZEE TV’s underperforming drama ‘Sinndoor Tere Naam Ka’ is facing the axe after channel officials rejected to hike the budget for the show.

The daily drama celebrated the landmark completion of 500 episodes last week. According to Mid-Day magazine, the soap’s escalating production costs forced the producers to ask for a greater amount from the channel. This was subsequently rejected by ZEE TV.

ZEE TV was not willing to hike the budget, as a result of which the producers had no choice but to say adieu. There was no point cutting costs and making the quality of the show suffer.

Recently the show was relegated from a primetime slot to 18:30 in the UK due to a decline in popularity. The show remains to be screened at 19:30 in India but the timeslot is not considered worthy of hiking the show’s budget due to lack of advertising revenue.

Producer Kinnari Mehta admits, “Yes, Sinndoor is going off the air. The channel informed us on Thursday. It is with a heavy heart that we will have to do this, but we have no choice. No date has been ascertained yet, but by April-end it will be farewell time for Sinndoor.”

In the last few days, the producers were in talks with the channel over the budget hike. “We have well-known names from the small screen in the show. Obviously, we have to pay them accordingly.”

ZEE TV is readying the launch of its next drama ‘Teen Bahuraaniyaan’ which takes on STAR Plus’ flagship show ‘Kyunki Saans Bhi Kabhi Bahu Thi’ in the 22:30 slot when it launches in April.