Star Plus seems to be reducing its dependence on Balaji Telefilms. It has taken on board a range of new content providers. It has signed on United Television (UTV) for a new show on prime time, Kehta Hai Dil, and Anuradha Prasad's Kumkum - Pyara Sa Bandhan.
The new Sunday morning line-up, which has a religious tenor, has programmes produced by producers with expertise in that genre. Therefore Ramanand Sagar and Cinevista have been signed on.
Also, after the curtain call for Kaun Banega Crorepati (KBC), prime time (9 p.m.-10 p.m.) has not been dominated by any single entertainment software provider.
However, according to sources, Balaji continues to be the top content provider with several programmes and if the company came up with a good idea, the channel would use it. Its two shows - Kyunki Saas Bhi Kabhi Bahu Thi and Kahani Ghar Ghar Ki clicked for Star Plus.
According to media analysts the channel seems to be looking at reducing its dependence on a single content provider. After having established itself as a No. 1 channel for two years, Star Plus is in a good bargaining position. It will be able to strike good deals at attractive rates.
On the other hand, channels like Zee and Sony - which do not have a KBC-type mammoth show - are trying to piggyback on Balaji's fare. They have succeeded to some extent with Kkusum and Kutumb on Sony and Kohi Apna Sa on Zee raking in some TRPs.