Star India is planning to get into newer genres of programming rather than relying just on soaps which has worked well for the channel despite its dominant television rating points. Star will not commission new soaps in the near future and continue to air existing ones.
According to sources, the plan to introduce new programmes is to avoid ‘viewer fatigue’ with existing categories. Some areas of focus would include programmes targeted at children, teenagers and a fair amount of comedy shows.
The new strategy, while helping Star de-risk its content profile which was earlier heavily skewed in favour of programmes from the Balaji stable, has lead to a mushrooming of new content providers for its channel.
The channel has successfully experimented in breaking away from the routine by introducing a children’s show ‘Shaka laka boom boom’ and comedy shows such as ‘Kichdi’ in prime time. Star has also created a clear children’s band on its channel at 7.30 p.m., a slot considered as prime time as a part of its new strategy.
The channel is also concentrating on developing the 8 pm band as one for comedy though as of now it is offering different varieties on this band. The 10 pm band is still reserved for soaps and there is no plan to tinker around with this format as of now.