Balaji Teleflims where Ekta Kapoor and her family control almost 40% share are not too keen to buy Star's share, however negotiations are on to find a suitable buyer. Star had entered to an exclusive contract with the production house in 2004 to produce exclusive content for its prime time slot. Star has been paying a huge premium to Balaji for this contract.
Star was compelled to take such a drastic step as the TRPs of the soaps had drastically dropped. Kyunki Saas Bhi Kabhi Bahu Thi, Kahaani Ghar Ghar Kii and Kasautii Zindagii Kay has taken the channel to its peak but the never ending story lines have hit the channel hard. Star had huge expansion plans down south but the soaps made by Balaji have failed to impress the audience.