It is anybody’s guess why Singh’s Aahat is being revived again with all new episodes for the third time. Having crossed the 150 GRPs mark for the first time since 2007 in week 42 (165 GRPs, October 11 to 17) and stayed there for over four weeks by notching up 183 GRPs in week 45 (November 1 to 7) - the highest in three years - Sony needs to consolidate on its recent gains by creating a strong platform with a bouquet of shows. CID has been doing its bit (actually quite a lot) to keep viewers glued to the channel. Aahat, which will follow CID on Fridays at 11 pm could benefit from the surround and traction CID creates between 10 and 11 pm.

Apparently Singh had approached Sony sometime back for a new season of Aahat with a fresh concept. The channel took a call on the show because it is a brand that has lot of recall value. “In the horror and supernatural genre there is no better brand than Aahat. It was a big hit earlier and its return in a fresh format will add variety to our weekend programming,” says Sony’s head of marketing Danish Khan. While the title is familiar, the show comes with a new face. It moves away from the old presentation of the genre with three characters that will represent a team of documenters who work for a mysterious institute of paranormal science and investigate supernatural incidents. “This is a modern take on horror and supernatural. The storytelling and presentation are contemporary. It is the horror genre of 2009,” adds Danish. According to Singh, the making, technical effects and production values are of high standards. “It is going to be an enhanced viewing experience for audience,” he adds.

But probably the problem this time for Aahat could be its late- night slot. Singh however, doesn’t think so. “The late-night slot is in keeping with the content. Besides, it will get help from CID which will funnel viewers into the next slot,” he defends. Sources in Sony say that after the warm-up exercise at late night, the show might be shifted to Saturday at 10.30 pm two months later. But the key question is whether there is enough audience for the horror and supernatural genre that did good business in the pre-KBC and Ekta era. Aahat and Zee Horror Show are the best examples. But in recent years there haven’t been many takers for the genre. Shhh…Phir Koi Hai wasn’t a great success. Even Ekta’s attempt at the genre with Koi Aane Ko Hai petered out in six months after an initial dead cat bounce. For that matter even KBC and ‘K’ shows are inconsequential properties today. But Danish believes that there is an audience for the genre that is particularly patronised by men and the youth. Let’s wait and watch whether the ‘master’ of suspense, thrills, chills and horror succeeds at a time when the ‘queen’ of soaps is literally struggling for audience attention.