Dileep Kumar
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Star India's flagship Hindi GEC has steadily outpaced the rest of the pack week after week. A look at how it has managed the show.
It has been over a decade since Star Plus launched an array of 'saas-bahu' serials and took pole position among Hindi GECs. The icing on the cake came with the Amitabh Bachchan-helmed Kaun Banega Crorepati.
Ten years down the line - barring a slight hiccup - Star is doing just as well. Its viewership ratings are way ahead of the second and third ranked Zee TV and Colors, respectively.
Taking an average of 24 weeks of 2014, Star Plus has a lead of 61 per cent over Colors and of 54 per cent over Zee TV, as per TAM data (HSM, C&S, 4+), provided by the channel. But all this wasn't achieved overnight.
Reshuffle
The channel enjoyed a peak period for five years in the last decade, until Colors, then a 16-month old channel toppled it in week 46 (mid-to late November) 2008. After that, both Star Plus and the Viacom18 channel occupied the top spots (barring one week when Zee TV was No.1) until week 39, 2009 when Colors took over and consolidated its position for weeks together.
Star Plus had started to lose its sheen. To counter the blow, the management first made some structural changes. Sanjay Gupta, COO, Star India took charge of Star Plus, assisted by Gaurav Banerjee (then VP and head, content, Star Jalsha), now the general manager.
Recalls Banerjee, "When I look at that phase (when Colors overtook Star Plus), I feel that some amount of jadedness had seeped into the channel. Colors came in with a different proposition and they told really good stories." The team started speaking to the consumers and realised that they wanted to see something different and interesting.
On the mend
As its core consumers, most of whom were women, started evolving, Star Plus started mending its programming to be in sync. The "bahus" were progressing. And while their families were still important to them, they they had moved beyond just their families.
Star Plus introduced shows like Pratigya (in December 2009) and Sasural Genda Phool (in March 2010) which gave a freshness, as well as confidence, to the channel. Pratigya was the story of a girl who would go to any lengths to fight for her rights. Suhana, the protagonist in Sasural Genda Phool, gets married into a joint family, but lives her life on her own terms. READ MORE:http://www.afaqs.com/media/story/41436_Star-Plus:-Leading-the-Pack
It has been over a decade since Star Plus launched an array of 'saas-bahu' serials and took pole position among Hindi GECs. The icing on the cake came with the Amitabh Bachchan-helmed Kaun Banega Crorepati.
Ten years down the line - barring a slight hiccup - Star is doing just as well. Its viewership ratings are way ahead of the second and third ranked Zee TV and Colors, respectively.
Taking an average of 24 weeks of 2014, Star Plus has a lead of 61 per cent over Colors and of 54 per cent over Zee TV, as per TAM data (HSM, C&S, 4+), provided by the channel. But all this wasn't achieved overnight.
Reshuffle
The channel enjoyed a peak period for five years in the last decade, until Colors, then a 16-month old channel toppled it in week 46 (mid-to late November) 2008. After that, both Star Plus and the Viacom18 channel occupied the top spots (barring one week when Zee TV was No.1) until week 39, 2009 when Colors took over and consolidated its position for weeks together.
Star Plus had started to lose its sheen. To counter the blow, the management first made some structural changes. Sanjay Gupta, COO, Star India took charge of Star Plus, assisted by Gaurav Banerjee (then VP and head, content, Star Jalsha), now the general manager.
Recalls Banerjee, "When I look at that phase (when Colors overtook Star Plus), I feel that some amount of jadedness had seeped into the channel. Colors came in with a different proposition and they told really good stories." The team started speaking to the consumers and realised that they wanted to see something different and interesting.
On the mend
As its core consumers, most of whom were women, started evolving, Star Plus started mending its programming to be in sync. The "bahus" were progressing. And while their families were still important to them, they they had moved beyond just their families.
Star Plus introduced shows like Pratigya (in December 2009) and Sasural Genda Phool (in March 2010) which gave a freshness, as well as confidence, to the channel. Pratigya was the story of a girl who would go to any lengths to fight for her rights. Suhana, the protagonist in Sasural Genda Phool, gets married into a joint family, but lives her life on her own terms. READ MORE:http://www.afaqs.com/media/story/41436_Star-Plus:-Leading-the-Pack
