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Star World launches Glee on its weekend slot; continues with its new programming strategy for weekdays

01-July-2010
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Star World launches Glee on its weekend slot; continues with its new programming strategy for weekdays

Earlier this year, Star World had revamped its programming strategy, wherein the channel had started a Monday-Thursday band as well as a weekend band. This was a far cry from their earlier programming format where one episode of a particular show was aired once a week. The aim of the new programming strategy was to attract more audience as Indian viewers are used to watching soaps from Monday through Thursday.

This strategy seems to have worked well for the channel. Jyotsna Viriyala, Vice President, Star World and Star Movies, talked about this development and said that the new programming schedule had worked wonders for the channel. She added that besides programming the content in a right way, the channel had also got the right set of programmes that contributed to the growth of the channel.

She further said, “We have tried to understand the audience behaviour based on their past shows. The core markets for the channel are the seven metros (excluding Chennai) and it targets an audience in the 25-34 age group. To cater to this audience, Star World has recently launched its latest show called ‘Glee’. To promote this show, the channel has launched a contest in association with fashion magazine ‘Elle’.”

The campaign, called ‘Gleek Hunt’, is on the lookout for the ‘coolest/ most stylish gang of college goers’. The contest details can be found on Star World’s website as well as on the Elle’s website. The participants need to upload stylish pictures of their gang on to the Star World website and the three best pictures will be selected. The participants will get a complete style makeover from the Elle fashion team. The channel will also be actively promoting the contest on Star World’s Twitter and Facebook pages.

Viriyala said that the goal for the channel was to maintain a fresh look and not look jaded. This would be done by getting new, interesting shows.

However, are audiences open to watching such shows that have never been shown in India, or would they rather opt for the second and third seasons of the more popular shows that they are familiar with? Viriyala replied that every show had a lifecycle and even well-known dramas ran for 5-6 seasons and then ended.

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