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STAR Plus takes kids programming to a new level

15-May-2004
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STAR Plus takes kids programming to a new level

Son Pari was an experiment for STAR Plus. Then, the challenge was of testing new waters of kids’ programming. The experiment worked and the channel launched a series of kids’ properties. However, every current kid-specific programme on the channel has an element of myth, fantasy and magic in it, a detail STAR has changed in their new kids’ show Kabhi Khushi Kabhi Dhoom.

Kabhi… hits the tubes on May 21, 2004 in the Friday, 7.30 pm slot, replacing Karishma kaa Karishma. Smita Thackeray-owned Rahul Productions has produced the show. The story revolves around seven orphans and a strict caretaker, the role played by Pallavi Joshi. This is her second recent role in current television, following Sony’s Kkehna…. The show aims at giving a mixed dose of comedy and emotions.

Deepak Segal, Sr VP, Content and Communication, Star India expresses, “We have pioneered kids programming in India and if you look at figures our kids’ viewership is larger than Cartoon Network, POGO or any other mass entertainment channel. With this show, we are trying to bring in variety in our offering. The concept is of a simple, real and everyday life’s happenings, targeted purely at children.”

But will the upcoming kids’ channels affect the performance of this show? “We have set the benchmarks in the field. We believe that there are particular blocks in the day and week that have strong potential for kids’ audience and we are tapping and strengthening that,” Segal replies.

Expressing that Rahul productions has a background in television properties like the erstwhile Khel on Sony and Bhagya Vidhata and Jhep on ETV Marathi, Thackeray informs that they had approached STAR with this concept. Says she, “We wanted to do show of this kind for children and it is only after STAR approved of the idea that the discussions were carried forward.”

Speaking on the show itself, she remarks, “When it is for children, it has to be a comedy. I have faith that this property will do very well and we will see strength to strength in television programming.” Those who said programming was the next hot spot in television, weren’t joking.

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