If there is one thing STAR India knows to do well it is to support a good property with too many properties. As the Network’s COO Sameer Nair puts it, the idea is to put a lot of adhesive around the driver and something will keep the audience glued.
The same is happening with STAR One as well, where the channel is in the process of launching various shows, the first one’s going off the block from November 14, 2005 being ‘Darna Mana Hai’ and ‘India Calling’.
The channel has ambitious plans for the completion of a year and channel officials indicated that they had been achieved – if being the number two channel on the Hindi general entertainment space is not taken into consideration just yet.
The channel has created its own identity, broad based its content and the channel appeal itself and delivered a success in ‘The Great Indian Laughter Challenge’. The new show, ‘Nach Baliye’, promises to broad base the channel some more and following the encouraging numbers that the first week have thrown, the channel is already launching two new shows – ‘India Calling’ and ‘Darna Mana Hai’.
‘India Calling’ comes in at 9.30 pm from Monday to Wednesday, while ‘Darna Mana Hai’ is in the 10.00 pm band from Monday to Thursday. ‘Remix’ has been cut to half an hour daily. With this, the new primetime weekday line-up is in place. The channel is excited about the new programmes.
“We have added more broad based shows,” said Nair, “But they are in the same vein as the more modern, out of home milieu that STAR One offers. There is a need to launch new shows in close following now as TGILC has brought in the channel a whole host of new audience that hasn’t been clued in the other shows that the channel has. Instead of expecting the audience to pick from where our shows are, it makes sense to give them something new to get hooked on to.”
Nair is excited about the new shows and the manner in which the channel has grown in its first year. Admitting the changes that had been brought in since the time of its launch from the kind of advertisers to the TG that the channel was targeting, Nair said that the cross promotions with STAR Plus was working for STAR One.
“They make for a complete entertainment package. The idea is that there is no need for any other Hindi entertainment channel when you have these two, and we are working hard on achieving this,” expressed Nair.
Hindi GEC is a very hot arena at present with loads of new shows and even re-launches happening. Acknowledging these developments Nair said, “There is quite a lot happening and in the end this is good for the domain itself. It should be a lot of fun from here on.”
STAR One will be launching more shows in the coming months. The channel has put some of its shows at rest like ‘Siddhanth’ and ‘Instant Khichdi’, which can be brought back at later stages, given STAR One’s clarity on running seasonal programming, a phenomenon not really seen on television in India currently.
The channel will be observing a six-month cycle for its seasonal shows and channel officials clarified that these would be interspersed with soaps.