ZEE TV is reportedly planning to end its longest-running show, ‘Kumkum Bhagya’.
BizAsia sources suggest a decision on the show’s fate is likely to be made by the first quarter of 2025. If confirmed, ‘Kumkum Bhagya’ will join the ranks of Ekta Kapoor’s other long-running series, ‘Kundali Bhagya’, which recently went off air.
First aired in 2014, ‘Kumkum Bhagya’ has seen declining ratings over the years, with its current viewership affecting the channel’s overall performance. The show has undergone three generational leaps, moving from the original cast of Shabbir Ahluwalia and Sriti Jha to Mugdha Chaphekar and, currently, Abrar Qazi and Rachi Sharma.
ZEE TV is reportedly undergoing a revamp, cutting down on shows with high costs and big-name actors in favour of fresh concepts and shorter series aimed at maintaining audience interest. Another show rumoured to face cancellation is ‘Kaise Mujhe Tum Mil Gaye’.
