STAR One has seen a good run with ‘The Great Indian Laughter Challenge Dwitiya’ and the follow up programme – ‘The Great Indian Laughter Champions’ – has also begun on an optimistic note. Needless to say STAR officials are happy, but Deepak Segal, EVP, Content and Communication for STAR Entertainment, sees this more as an indication of where the channel is headed.
TAM Media Research shows that for the C&S 4+ in the Hindi speaking markets, ‘Laughter Champions’ has thrown a 5 plus TVR – this is in the same line as the opening number of ‘Laughter Challenge’. Segal believes that the changes induced in ‘Champions’ in its second round have worked in keeping the audience interest engaged in the channel.
“These changes are on the basis of viewer feedback and what we feel needs to be upgraded, and I think that given the current phase of recovery of STAR One, these are very good numbers and reflect the positive trend of the channel,” Segal added.
The channel has made changes in its schedule and brought ‘DON’ in the slot following ‘Champions’. Segal believes that the results thereof are encouraging and that in all, the Friday strategy for the channel does look promising.
As was seen with ‘Laughter Challenge’, ‘Laughter Champions’, too, is with Endemol India. Commenting on this, Segal said, “With Rajesh (Kamat, MD, Endemol India) and Deepak (Dhar, Content Head, Endemol India) moving there, it is working brilliantly for us because the team that has been working on ‘Laughter Challenge’ and ‘Champions’ remains the same and these guys are doing a great job. You can see that in the ratings for yourself.”
STAR One has embarked on a slew of new programmes and the channel is hopeful of giving the likes of Zee TV a threat again – not an easy task given the consistent performance of Zee TV. A few more weeks and we will know whose efforts are paying off.