The STAR Plus 7.30 pm to 8.30 pm block on week days is perhaps one of the most fickle blocks for the channel. In terms of ratings, there is barely any difference between the leader and other mass channels in this block. However, for STAR Plus, this is one of the most important blocks as it is the only time band on week days that houses original content for kids.
According to Shailja Kejriwal, Senior Creative Director, STAR India, it was the channel’s philosophy to have content for all target audiences, and this was one of the blocks that supported this.
More importantly, even as STAR Plus has been doing and scoring on kids’ programming earlier, the reason why the numbers now are of significance is that in the last year, there have been a whole host of kids channels that have come on television and have even eaten into the kids’ share on mass channels. For the channel, to still dabble in the space and throw some numbers was an encouragement, maintained Kejriwal.
TAM Media Research shows that the 7.30 pm to 8.30 pm block, which had seen a dip in the year, saw an upswing to some extent with the coming of the kids shows ‘Mum, Hum aur Tum’ at the 8.00 pm block and ‘Akkad Bakkad…’ on 7.30 pm. “And in the recent weeks, we have taken over again, completely driven by the kid viewers,” said Kejriwal.
For the C&S 4+ of the Hindi speaking market, from being a number two or even number three channel that STAR Plus was from week 24 to week 40, it has regained the numero uno position, even if by a margin, in the block again. Where the channel shares for STAR Plus had dipped to 6 and 7 per cent, it is now again at 10 and 11 per cent – the growth coming from the kids TG.
For the kids TG in the mentioned period, the share was as low as 7 per cent and 8 per cent. This has now come up to 15 per cent and 17 per cent for STAR Plus. “These are good numbers,” asserted Kejriwal, adding, “What we did was we approached this one hour in two different ways. For the 8.00 pm band, where we brought ‘Mum, Tum…’, we were targeting both mother and child. This has been based on our experience that this is the time band where both the mother and child watch the channel. The idea was an interesting one. We have stuff related to kids only, but they include the mother as well and the insight paid off.”
Giving the larger game plan here, she said, “The 7.30 pm block is a pure kids’ block and will always remain so. 8.00 pm is currently doing the same and then from there we move to family entertainment.”
While Kejriwal is convinced that the idea to tap on the younger TG in these early slots have paid off for the channel, the bottomline is that the channel has come up in this band again.
However, in 2005 alone we have different number one players in the 7.30 pm to 8.30 pm block, which indicates that this is still a time band where the game can swing in any direction.