Top Story


Home >> Media - TV >> Article

STAR Plus extends weekend slot, launches new show featuring Smriti ‘Tulsi’ Irani

Font Size   16
STAR Plus extends weekend slot, launches new show featuring Smriti ‘Tulsi’ Irani

Following the schedule changes at STAR Plus, when a new line-up was introduced with KBC-2’s departure, the 10.30 pm block on the channel was left vacant. The void has now been filled up with a new property – ‘Thodi si zameen, Thoda sa Aasman’ – which will see one of the lead faces of the channel, Smriti Irani (aka Tulsi), in a new role.

The new soap maintains a serious tone and depicts the lead actor in her real age. Shailja Kejriwal, Creative Director, STAR Entertainment, believes that this is a challenge not just for the actor but for the channel as well to be able to present a new picture of Irani that the Indian audience would accept.

The 10.30 pm block sees ‘Kyunki Saas Bhi Kabhi Bahu Thi’ till Friday. With the new show coming in the same block on Saturdays and Sundays, the channel believes that a neat continuity will be maintained in the offering.

STAR Plus had seen a huge boost in ratings when the channel introduced KBC-2. With the show going off-air, the ratings were affected to some extent. STAR Plus nonetheless has been trying new properties to maintain the graph to some extent. The recently launched ‘Prithviraj Chauhan’ is currently faring at an average of 4 plus.

But is STAR Plus happy with the numbers? Presenting the channel’s point of view here, Kejriwal replied, “No, we are not. However, the show has seen its challenges and we have some very strong content coming up. I sincerely think that the show will pick up in days to come.”

Kejriwal is also happy with the performance of ‘Baa, Bahoo aur Baby’ and the manner in which the show has “picked up”. She is clear that despite all the developments that are surrounding the leader, focus on the weekend slot will continue to be one of the prime areas.


Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...