25 Years Of Ekta Kapoor's Kyunki Saas Bhi Kabhi Bahu Thi: The Woman Who Stopped A Nation at 10:30 PM: How This Show Made Television India's New Religion
25 Years Of Ekta Kapoor's Kyunki Saas Bhi Kabhi Bahu Thi: The Woman Who Stopped A Nation at 10:30 PM: How This Show Made Television India's New Religion

Ekta Kapoor's Iconic Show starring Smriti Irani completes 25 Years today
When Ekta Kapoor launched "Kyunki Saas Bhi Kabhi Bahu Thi" on July 3, 2000, television industry veterans thought she was making a costly mistake. The 10-11 PM slot was considered television's graveyard - too late for family viewing, too risky for advertisers. But Ekta saw an opportunity where others saw obstacles. Twenty-five years later, that "risky" late prime-time slot became the most coveted hour on Indian television, and Ekta Kapoor became the first producer in Indian entertainment history to achieve superstar status.
At just 25, Ekta was already challenging conventional wisdom. While the industry considered 9-10 PM the "safe" prime-time slot, she believed Indian families were ready to stay up later for compelling content. "Kyunki" didn't just succeed in that late slot - it redefined what prime time meant for Indian television.
The show's success in the 10-11 PM window proved that quality content could create its own audience, regardless of time slots. Soon, every major broadcaster was fighting for that late prime-time real estate that Ekta had pioneered.
Before Ekta, television producers were invisible figures working behind cameras. Directors got credit, actors became stars, but producers remained in the shadows. Ekta shattered that anonymity. Her name became synonymous with quality daily soaps, and audiences began tuning in specifically for "Ekta Kapoor productions."
She became the first producer whose personal brand carried as much weight as her content. Media began covering her creative decisions, her bold choices, and her business acumen. Ekta had transformed from content creator to content herself.
"Kyunki" didn't just entertain its viewers - it altered India's social rhythm. Streets would empty, phone lines would go quiet, and even restaurants would report lower footfall during the show's airing time. Ekta had created appointment television in an era before DVRs or streaming, making the 10:30 PM slot sacred for millions of households.
Today, as "Kyunki Saas Bhi Kabhi Bahu Thi" completes 25 years, Ekta's influence extends far beyond television. She proved that understanding your audience matters more than following industry conventions, that late prime-time could be as powerful as traditional slots, and that producers could be brands in their own right.
The show that was supposed to fail in the 10-11 PM "dead zone" instead buried the old rules of Indian television forever. And the young producer who took that gamble became the undisputed queen of Indian entertainment.
As Ekta prepares to launch "Kyunki 2.0," she's once again betting on her instincts over industry wisdom, proving that some revolutionaries never stop changing the game.
Image Source - PR