While there has been much action in the weekend and primetime blocks of STAR Plus with the channel battling it out to ensure its numero uno position, the afternoon blocks have been relatively quieter. But that is changing now and though STAR Plus is not launching any new shows on the block yet, efforts are being made to create noise around the existing properties.
Deepak Segal, EVP, Content and Communication, STAR India, said, “The afternoon block has played an equal role to the contribution of the channel’s overall performance, and for us, the shows have been doing well. On its part, original programming continues to deliver the highs that afternoon content had never seen and the catch up viewing is making its own contribution too.”
Segal is clear that the steps at present aren’t about launching new shows but keeping the interest levels high on the existing shows. “Every once in a while you have to take steps to not just rejuvenate a show but draw attention to it as well. Story lines, as you know, continually see some high point to retain audiences, but what we are doing now is creating marketing push around changes in the story lines.”
Two shows that are under the limelight at present are ‘Bhabhi’ and ‘Kumkum’. In the case of ‘Bhabhi’, the show has just seen a change in protagonist and the content team has corresponded this with a change in story line and induction of new characters. “For the first time we are using a song to promote an upcoming track on an ongoing show,” said Segal, adding, “Necessarily, this is a clutter breaking tactic to get to the audience.”
The song, titled ‘Rang Mile’, has been composed for promoting the show. The song has been penned by Manoj Muntazir and has been sung by Shreya Ghosal, while the music has been composed by Anand Sharma. The song is being aired on Channel [v] in addition to STAR Plus.
“Similarly, we are creating the high points for ‘Kumkum’ as well and adequately marketing that too,” said Segal.
Is the whole marketing push driven by the channel’s fear of losing audience in the afternoon block? “I don’t think any initiative we do is driven by the fear of losing anything. The responsibility towards the audience is to always present something new, and that is what we are doing,” maintained Segal.