After five years of operations, Star One has decided to have a shift in its core TG. While earlier it used to have 18-year olds as its core TG, it now intends to shift its core TG to 23-year old viewers. Meanwhile, the channel is launching two shows – ‘Geet- Hui Sabse Parayi’ and ‘Rang Badalti Odhani’, which will cater to this TG.
‘Geet- Hui Sabse Parayi’ and ‘Rang Badalti Odhani’ will be aired from Monday to Friday at 9.30 pm and 10 pm, respectively.
Announcing the new launches, Nikhil Mirchandani, GM, Star One, said, “The new shows cater to a slightly older TG, which is around 15-35 years of age.” On the timing of the launch, he said that due to IPL other GECs were not launching any major shows and hence, they felt it was the right time to launch new shows.
Just before the launch of the shows, the channel will start with 360 degree marketing activities. Besides TV, the shows would be promoted on radio and OOH as well in 20 cities. The channel is planning to hold street plays in Gujarat and Punjab as the shows are based on these regions.
Besides this, the channel is also going to revamp its website and have an exclusive premier of its show on the website on the same day as the TV premier.
While Mirchandani was not ready to share more details about the future line-up of shows, he said that there would be a new show announcement once a month for the next couple of months at least. He also said that the channel was open to having new seasons of shows such as ‘Khichdi’ or ‘Sarabhai v/s Sarabhai’.
‘Geet- Hui Sabse Parayi’ has been produced by Endemol India and 4 Lions Films, while ‘Rang Badalti Odhani’ is produced by Beyond Dreams and Anahita Productions.