Star Plus attempts to bring cinema on TV with ‘Saraswatichandra’
The new fiction series will be aired on the 7.30PM time slot. It will replace ‘Yeh khamoshiyaan’. It is Sanjay Leela Bhansali’s TV debut
Star Plus plans to boost its 7.30PM time slot with new fiction daily show ‘Saraswatichandra’. The series will be telecast from February 25, 2013. It will replace ‘Mujhse kuchh kehti…yeh khamoshiyaan’, which was launched in November 2012 but failed to perform at par, thereby garnering low TRPs.
The new show will compete with ‘Sasural simar ka’ of Colors, and ‘Sapne suhane ladakpan ke’ of Zee TV.
Commenting on the rationale behind the 7.30PM time slot, Nikhil Madhok, Vice President, Marketing, Star Plus stated, “There are two things that has led to this. The first being that 7.30PM slot is a very rich slot and if you look at the viewership numbers, it a very competitive slot as well. 7PM to 11PM slot – prime time for GECs – has lot of audience availability. The second reason is the fact that we wanted to also put a very strong property on this slot to attract viewer attention as well and add on to our existing set of viewers.”
The channel has undertaken an extensive marketing campaign for the promotions of the show. The channel has allocated around 70 per cent of the total marketing spends to television, another 10 per cent to cinema advertising and the rest to digital marketing as well as on-ground activations.
According to Madhok, the biggest spend will be on television since it is a grand show and they wanted to promote it in a big way. The channel has launched a lot of promos, since they believe that the best way to reach out to their target audience is through audio visual medium.
Madhok further added, “Because this is also cinema coming on television in one way, we are going to showcase the promos prior to the screening of the soon to be released movie, 'Kai po che'. That is a bulk of the marketing spends. And because it is a love story which people will connect with, we are also spending on digital, which will increase the engagement quotient and build the buzz further.”
As a part of the digital marketing campaign, ‘Saraswatichandra’ observed a special worldwide web premiere on February 14, 2013 on Valentine’s Day at 3PM. With this, the channel is hoping to reach out to a large number of digital audiences and create even more anticipation for the eventual launch of the show on television.
Once the show launches, there would be a number of new activities on the digital and social platform. In addition to this, since this is a Gujarati novel, the channel would be undertaking on-ground activations in Gujarat and in Mumbai where Gujarati population is prevalent.
The show is a classic love story based on the Gujarati novel ‘Saraswatichandra’ that will feature Saraswatichandra and Kumud’s love story, replete with opulence and grandour. Film maker Sanjay Leela Bhansali will make his grand TV debut on Star Plus with this show.
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