STAR One has seen a good phase with some of its shows like 'The Great Indian Laughter Challenge' (TGILC) and 'Nach Baliye' working well enough for the channel to push it on the No. 2 position on a few occasions, and otherwise allowing a third slot. For a channel that was hardly over a year old, this was very encouraging news. However, the beginning of 2006 has seen the channel slip by significant notches to be way lower on the Hindi GEC rate card. Channel officials view this as a function of the problems that the channel faced with the cable operators that had resulted in the channel's non-availability in the Mumbai market. Now that this problem has been resolved, STAR One has lined up a set of initiatives to regain the Mumbai viewer.
The drop from the Mumbai market had led to a 30 per cent drop in STAR One readership. Speaking more on this, Ajay Vidyasagar, EVP, Marketing, STAR India, said, "Mumbai has been a strong market for STAR One and not being present in this market has been a setback. Despite that, however, the channel has been on track with the shows that it had planned and we even have encouraging news with 'TGILC Dwitiya' opening on a 5 plus TRP, which is huge."
The problem, however, that came with the channel being on track with the launches that it had planned was that properties like 'Kya Hoga Nimmo Ka', 'TGILC Dwitiya' 'DON' and 'Heartbeat' haven't got a fair opportunity to be sampled by the Mumbai viewers. Now that the channel is available in Mumbai, STAR One is using its Marathon tactic to acquaint the audiences with these shows. Vidyasagar informed that the channel had planned a specal series of catch-up episodes of STAR One's keys shows through June 2006.
These include 'TGILC Dwitiya', 'India Calling', 'DON', 'Yeh Dil Chahe More' and 'Kya Hoga Nimmo Ka'. "The timing is right as TGILCD is approaching the semi-final stage now. The show has been a driver and we would be using this to make the right noise around the other shows," said Vidyasagar.
The channel has planned marketing support around this programming initiative as well. The print and the radio spots would revolve around TGILCD and so will the on-ground activation. The STAR Network would be promoting the catch-up viewing. Vidyasagar added on an optimistic note, "There has been a setback due to the past three months, but I think that with these initiatives, we would be able to catch up in another six months and regain our number two positioning."