Why such a low key launch of Barun & Surbhi’s Tanhaiyan
![Why such a low key launch of Barun & Surbhi’s Tanhaiyan Why such a low key launch of Barun & Surbhi’s Tanhaiyan](https://indiantelevisionacademy.com/wp-content/uploads/2024/04/1-1.jpg)
Some times silence says a lot. It has been over 10 days since the release of the much awaited Surbhi Jyoti and Barun Sobti starrrer web series Tanhiyaan on Hotstar and neither the channel nor the actors/ production house( Four Lions) have spoken much on the same. Normally when any new show launches there is lot of hype created to drive initial eye balls which surprisingly is quite low key here .
Also HotStar is now leading the new web series trend of encouraging binge watching all 10 episodes of Tanhiyaan were downloaded in one go . In such a situation ideally there should have been lot of pre release hype to bolster the initial binge run. As a product gets time lapsed, it starts to lose its freshness for online viewers prefer to check out launch date of content they wana check out
Can it be that channel is not confident that that product will get the required number of hits, to justify the added marketing and PR cost and if after all this hype numbers don’t come they will be left with bad press as well. A hit pairing of Barun and Surbhi should have been the perfect launch pad for HotStar to kickstart it’s original programming slate as other rival platforms are all set to come with their slew of original shows as well. The channel had also zeroed in on a Valentine day launch so the surge in web viewership should have been there.
However a source from this digital wing of Star India says they wanted the product to speak for itself . “We knew Barun’s popularity was enough to sell the show.”
All said and done, a press release from HotStar giving out the initial viewership pattern will make things much more clearer. The best part of the digital medium is that thanks to addressability, we can clearly know who is winning the ratings war as opposed to TRP system on TV which has always been questioned.
The success of Tanhiyaan is more important to Barun for Surbhi already has a new Star plus show Koi Laut Ke Aaya Hai in her kitty. Barun on the other hand has no TV show and his film career also seems to be on the hold. He also was part of the web sequel of Iss Pyar Ko Kya Naam on HotStar.