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STAR Plus gears up for KBC’s return, focus on primetime increases

09-January-2007
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STAR Plus gears up for KBC’s return, focus on primetime increases

Come January 22, 2007 and KBC is set to fight again on STAR Plus primetime. The channel has seized the opportunity to work more on its primetime so as to bolster the performance of the channel. The key changes will see ‘Karam Apnaa Apnaa’ move to the 8.00 pm slot on STAR Plus. This would be followed by ‘Kasautii Zindagi Kay’ in the 8.30 pm slot and then KBC, leading to the other K-serials.

Shailja Kejriwal, Senior Creative Director, STAR Entertainment, explained, “I think that this would tape up primetime well in the weekdays. ‘Karam…’ has thrown some of the best numbers that any show across channels has thrown in the 9.00 pm slot and if we can take this audience to the 8.00 pm, it would be a good start.”

After what can be called a modest beginning, ‘Karam…’ has averaged a 7-plus TVR and has thrown as high as 11 plus also. While this show comes in the 8.00 pm block, ‘Viraasat’ will move to the 8.30 pm slot on STAR One from January 22. The show is again averaging in the 4 to 5 TVR mark. Even if some of this audience does move to STAR One, the channel would benefit significantly.

Another change would be in the timings of the show ‘Paraaya Dhan’. In the new schedule, original episodes will air on STAR Plus at 11:30 pm, currently the slot airs the repeats.

‘Karam…’ might have helped STAR Plus in gaining back its dominance in the 9.00 pm slot, but much has been planned on the Zee end with even the marketing activities around shows like ‘Saath Phere’ and ‘Kasamh Se’ being spruced up. Needless to say, the entire industry is looking forward to how Zee TV handles KBC and the other changes at STAR Plus.

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