Since the last four years STAR Plus has been playing a good innings of 200 weeks of continuous lead, and surging ahead with shows that cater to three generations, making TV viewing a family phenomenon. STAR Plus shows have also been high on the rating cards for four consecutive years, dominating the top slot.
In these four years, some of the shows on the channel have earned phenomenal success across the country, pushing competition to a far second with high TVRs and increasing eyeballs. STAR shows like ‘Kyunki Saas Bhi Kabhi Bahu Thi’, ‘Kahaani Ghar Ghar Kii’ and ‘Kasautii Zindagii Kay’ are continuing to command strong loyalty among Indian audience.
Delivering constant ratings around the 15 TVR mark, these shows generate channel shares of around 50 per cent. While these shows consolidate evening primetime for STAR, the channel has also worked in evolving other dayparts for Indian Television. Considering the immense popularity of the shows, STAR Plus first extended the primetime stretching to 11.30pm and now to midnight.
The channel has also brought in existence afternoon viewership, which too generates high TVRs of almost as much as 12 to 13. While the channel continues to bring in substantial female viewers, it has also proved to be a deliverer for male target as well. Kids programming too came in its present form with STAR initiatives like ‘Sonpari’, ‘Shaka Laka Boom Boom’, ‘Shararat’, ‘Sssshhh…Koi…Hai’ and ‘Hatim’.
The four years that STAR has witnessed post the launch of ‘Kaun Banega Crorepati’ has seen the channel evolve in various ways. What is perhaps the most important aspect of STAR’s growth is that this growth has signified newer heights for the general entertainment and created new benchmarks on Indian television.