Star is aspiring to grab all of 50 top television slots in the ratings chart. Mr. Sumantra Dutta, Executive Vice-President, Star India, predicts that Star would exceed the present number of 33 of the top 50 programmes by mid-May.
The basis on his rosy projection for Star is a clutch of new programmes, including Ji Mantriji (the Indian adaptation of BBC’s ‘Yes Minister’), which are going to be rolled out on Star Plus from April 23.
Dismissing talk that Zee TV’s Pradhan Mantri would be a competition to STAR’s Ji Mantriji, Mr Dutta said they belong to two different genre of programmes. ‘‘Ji Mantriji is a fresh comedy that makes you sit back and laugh,’’ he added. There are four sponsors for Ji Mantriji: Opel Corsa, Reckitt & Coleman, Electrolux Kelvinator and Medimix, Mr. Dutta said.
The marketing, which is already on in full swing in the channel, will be strengthened further at the two roadshows for the ad sales community—one in Delhi on April 20 and another in Mumbai on April 27. Ad rates for Ji Mantriji varied from Rs 2 lakh to Rs 3 lakh per 10 seconds.