Sunday programming continues to be a tough nut to crack. STAR Plus experimented with the slot bringing in the weekly, ‘Koie Jaane Na’. After a run of 15 episodes, the programme went off air last night. Beginning July 4, the Sunday 8 pm movie is back for the leader.
“I think it’s the slot, which has proved to be a difficult one. The Sunday audience is flirtatious and it makes sense to have a movie there instead,” informs Deepak Segal, Sr VP, Content and Communication, STAR India. A reason why the channel thought it fit to replace the show was because ‘Koie Jaane Na’ hasn’t delivered in terms of ratings. The show opened to figures of 3.06 in the C&S 4+ audience of the Hindi speaking market, which is a good one for the slot, but that is the highest it has registered in the first 13 weeks. The graph, since then records decreasing numbers coming to 1.63 on June 6, 2004.
As per Segal, the channel did not want to waste time, given the performance and hence brought back the movie slot. As to why not change the show on another slot, Segal informs, “There is no other slot on the channel where we could have placed the programme. It is a good property but it made sense to wrap it up.”
Sony Entertainment Television took a similar decision last month when it cut its Friday to Sunday shows to Friday and Saturday and brought in the Sunday 8.00 pm movie on May 2, 2004. Ratings for the slot since then suggest that this part of the strategy did work for the channel. Taking this into consideration, it is evident that mass channels would rather compete with other genres before they decode what ticks with the Sunday audience.