In November 2005, when STAR One completed a year and was riding high on the success of ‘The Great Indian Laughter Challenge’, STAR Entertainment launched a series of new shows, which Sameer Nair, CEO, STAR Entertainment, described as the adhesive around the magnet (TGILC) that would keep the audience glued. Little did the channel know that distribution problems would be added to its list of problems and plans wouldn’t deliver as per expectations.
Now with the connections back, the channel has planned an extensive course of action that kicked off with marathon runs of its recent launches – ‘India Calling’, ‘DON’, ‘Kya Hoga Nimmo Ka’, combined with the push on ‘TGILC-Dwitya’ – the shows that suffered due to the distribution problem. At least in the case of ‘TGILC-Dwitya’, the channel has some results to cheer about.
Stating that one month was too small a period to comment on how the initiatives had delivered so far, Shailja Kejriwal, Creative Director, STAR India, said, “Some of the shows aren’t really catching up. ‘India Calling’, being a soap, is one of them. ‘Heartbeat’, too, hasn’t delivered as per our expectations.”
And the channel has been quick in taking action. ‘Heartbeat’ has been wrapped up and instead the channel has brought in ‘Resham Dankh’ in the weekly 9.30 pm slot. ‘Resham Dankh’ is a series by Hatsoff Production, who are known for the work that they have done in the comedy genre on television.
However, ‘Resham Dankh’ moves away from the comedy vein and, as Kejriwal puts it, “there is a seriousness about the show.” She said, “I think their first departure from comedy was ‘Ba, Bahoo aur Baby’. The show is humorous, but it really is a ‘slice of life’ kind of a show and it has worked very well for us.”
‘Resham Dankh’ is the story of a funny happy family, and then some things go wrong, which allow for a thread of seriousness to be weaved into the show. While ‘Resham Dankh’ is a week day initiative, changes were recently seen to further strengthen the Friday band. The channel launched a new show, ‘Naya Office Office’ here, which already has equity with the Indian viewer, ‘Laughter Champion’ is back, while ‘DON’ has been brought in the following slot.
Explained Kejriwal, “‘DON’ is episodic and hence, people don’t really need to have a background of the show. ‘Champion’ will give it a good lead in too. With all these changes, we are very hopeful of the Friday band.”
‘Nach Baliye’s second season is already being set up. A flagship show of the channel – ‘Remix’ – is set to be wrapped too, but can be expected to be back in a new season. In all, STAR One is in a hurry to make up for lost time.