The Great Indian Laughter Challenge started as an experiment for STAR One and has grown to be the channel’s largest delivering show. Integrating this with the Great Indian Comedy Show, STAR One is converting the property into a daily and is adding Fremantle Media’s Super Sale to early primetime on August 15, 2005.
The show opened to a 2+ in the target C&S 4+ in the Hindi speaking market an in One’s target group, which is CS AB 10-44, the show delivered a 2.75. The ratings have only got better, giving the show as high as 5.23 in the mass TG and 6.02 in One’s TG.
STAR One’s Ravi Menon said, “The Friday slot was a good one for us, and Laughter Challenge has made it more fertile. We are working very hard on ensuring that we maintain and add to the TG that the show and the slot are delivering.”
The channel will integrate its 11.00 pm property The Great Indian Comedy Show with the Challenge giving the property a daily presence. Menon clarified that the challenge would only be on Fridays, but the rest of the week would have the flavour of the show with Shekhar Suman coming in as the host. The show has been moved in the 10.30 pm slot now.
Laughter Challenge is slated to end in six weeks. The channel has planned another 13 weeks on the same slot with the talent that has emerged from the Challenge. The channel is introducing a six-part mini-series from August 1, 2005 on Wednesdays revolving around Laughter Challenge.
“There is a lot of footage that we have not used yet, the performance, interaction with the judges, and we will use this in this mini-series,” elaborated Menon.
While the ratings increase has allowed the channel to build tie-ups with advertisers like Archie’s for Laughter Challenge, STAR One is looking at tying up with Play Station for its 8.00 pm show Games Bond to bring in other simpler games on the channel.
August 15 will see the launch of another new show on the channel - The Super Sale, which will be hosted by Sajid Khan. The show will be telecast in the 7.30 pm slot from Monday to Friday. The show is the Indian adaptation of Fremantle Media’s Sale of the Century, which will be produced by Fremantle itself in India.
Laughter Challenge and its growth may not have changed life for STAR One, but it has showed the potential that the channel has with the right programming.