STAR India has done some experiments to strengthen the Friday slot, which have paid off. Beginning with bringing in ‘The Great Indian Laughter Challenge’ on the Friday 10.00 pm block, the channel made June episodes of ‘Bluff Master’ a celebrity special and as far as numbers are concerned, STAR One has hit a new high on Fridays, beating other mainstay channels.
If TAM Media Research numbers for weekend shares are seen, STAR One has shown a sizeable jump. However, if the Friday numbers alone are seen, the channel shares have gone to as high as 6 per cent, vis-à-vis a 1 plus channel share that STAR One otherwise claimed.
‘The Great Laughter Challenge’ had opened to good numbers at 2.3 for the CS 4+ in the Hindi speaking market. In this week, the rating has increased to a 2.73. If the channel’s core TG (CS AB 10-44) is seen, the numbers are at 2.75 and 3.02 this week. In addition to these, Bluff Master’s episode this week has also rated a high of 1.01 and 1.43 in the core TG.
“Bluff Master presently is seeing the celebrity specials, which is lined up for all of June. This is the first of four such episodes,” said STAR One’s Ravi Menon, “This was a very conscious move, we wanted to give that support to the laughter hunt and the results are what we had expected.”
What Menon is particularly pleased about is the increase that the show has shown in its second week, “This is a property that cuts across audience, done in the STAR One style. The fact that the audience has returned in the second week goes on to show that the viewers have endorsed our faith in the property.”
In June, with Bluff Masters celeb special episodes, more of the Laughter Hunt and the virtual reality game show ‘Games Bond’ hitting the screen, Star One should be seeing healthy numbers.