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Monday to Friday back in vogue; STAR brings in ‘Kasautii’ five days a week

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Monday to Friday back in vogue; STAR brings in ‘Kasautii’ five days a week

Zee TV has recently announced that a major chunk of its programming would go back to the traditional Monday to Friday format and now STAR’s ‘Kasautii Zindagi Kay’ too, will work an additional day to lure viewers. If the industry word is anything to go by, STAR would gradually be taking ‘Kahaani Ghar Ghar Kii’ and ‘Kyunki Saas Bhi Kabhi Bahu Thi’ also in the five-day mode. The channels are suddenly looking at the format, but with different reasons.

For STAR India, the format is preparing for the arrival of ‘KBC 2’. The show has been planned to go five days from next week but channel officials are tight-lipped about the development presently, offering that a time line has still to be decided. Currently, LOC is in a one hour format at 8.30 pm on Fridays.

On its face, the tactic seems to make sense. With ratings as high as 11 and 12, the show has the potential to draw a substantial audience on Fridays and give a good viewer inflow to the 9.00 pm slot, which eight weeks from now, will house ‘KBC 2’. What is also noteworthy is that ‘Kasautii…’ ever since its inception has been among the top three shows on television. How this move affects the show would be quite a watch.

STAR Plus’ move comes close in the following of Zee TV’s move to take the 1.00 pm to 9.00 pm band in the five day mode. Explaining on Zee’s reason behind this, Abhijeet Saxena, Business Head, Zee TV, said, “The decision to extend the serials across a five-day week was taken based on popular viewer feedback.”

It should be noted that a reason why channels were operating on the Monday to Thursday scale was that four days was more comfortable from a production point of view. Production houses and channels have often commented that even the Monday to Thursday format takes a toll on content creators.

Zee, however, has a different opinion to offer. “We don’t see any drawbacks in the format. With this, we are able to provide substantial amount of entertainment throughout the week and then also on weekends,” said Saxena.

Tarun Katial, EVP and Business Head, Sony Entertainment Television, has yet another view on this. Said he, “With the five-day format, there just would be more of the same kind of programming. Friday becomes the ‘challenge’ day in the process but it allows you to give more variety to viewers and get a set of differentiated eyeballs too.”

Sony doesn’t appear to look in that direction right now and how the extension helps Zee and STAR, we would know soon enough.


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