From ‘Bidaai’ to ‘Gulaal’ – Star Plus bids farewell to one of its key shows
Whether it is Star Plus’ high that has led it to take a bold move like this or whether it has been bold moves such as these that has led Star Plus to this new-found high, but the leader’s decision to down the curtains on one of its most successful shows, ‘Sapna Babul ka Bidaai’, has got the industry talking. With this, Star Plus experiments with its 9 pm band again…
In the bouquet of shows that have been doing the trick for Star Plus in the last few months, ‘Sapna Babul Ka Bidaai’ is one of the oldest that by now, had made quite a place for itself in Star’s content offering. Star Plus has decided that it’s time to down the curtains on this drama and has announced a two-hour finale episode marking the end of the show, to be telecast on November 13, 2010. Replacing the show in the 9.00 pm band is a drama called ‘Gulaal’.
‘Bidaai’ debuted in 2007 and played a key role in ensuring Star Plus’ number one position against competition Zee TV at the time. In week 45, TAM data shows that ‘Sapna Babul Ka Bidaai’ had a TVR of 4.7 (C&S 4+ Hindi speaking markets) and was included in the top ten programmes of the week as well.
Star Plus would be experimenting in its 9 pm slot again. Explaining further on the channel’s decision to do so, Anupam Vasudev, Executive Vice President, Marketing and Communication, STAR India, said, “Any change is a calculated risk. It is better to end the show when it is in its peak, rather than when it is declining.”
But the channel seems optimistic despite replacing a popular show with a completely new one. Vasudev added that he was confident that ‘Gulaal’ would get the channel equal ratings, if not more. “We are not playing a weekly or a daily number game. We are building the channel through the shows,” he pointed out.
He also did not rule out the possibility of having a second season of ‘Sapna Babul Ka Bidaai’, but said that there were no concrete plans as of now. “If you stop the show when it is doing well, there is a possibility that you can have a second season of the show, but you can’t do that if the viewership of the show has been declining,” he added.
The channel had experimented quite a bit with ‘Bidaai’ to appeal to the viewers and make sure they come back for a possible second season. Deaths of some of the key characters in the show or the wedding of some of the others have been the magic formulae that might get the viewer attention back to the screen.
While a second season plans are still in deliberation, the big question is whether ‘Gulaal’ would help Star Plus in ensuring its gap against the competition.
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