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MUMBAI: In a first-of-its-kind move
for Hindi general entertainment
channels, genre leader Star Plus is
upping the ante further by taking its
original programming as early as 5
pm.
The channel already boasts the
maximum hours of original
programming from 6 pm till 11 pm,
from Monday to Saturday. At 11 pm,
it now airs the repeat episode of ‘Yeh
Hai Mohabbatein’.
Starting 26 January, the channel will
add one more hour of original
programming to its weekday line-up.
It is shifting the 10.30 pm soap
‘Veera’ to the new 5 pm slot while
the 6 pm show ‘Iss Pyaar Ko Kya
Naam Doon’ moves up to 5:30 pm.
The cooking reality show ‘Masterchef
India’, which the channel is launching
on 26 January at 10.30 pm, will also
have its repeat at 6 pm. The series
will run for about 10 weeks.
‘Ek Suhani Si Ladki’, which made it to
the 10 most-viewed fiction shows in
the week ended 10 January, will
continue at its original 6:30 pm slot.
The show is currently clocking an
average TVR of 2.9–3.1 every week,
another first for the early primetime.
The timings of the 7–10 pm shows
will remain unchanged—’Saathiya
Saath Nibhana’ at 7 pm, followed by
‘Yeh Hai Mohabbatein’ at 7:30 pm,
‘Tu Mera Hero’ at 8 pm, ‘Nisha Aur
Uske Cousins’ at 8:30 pm, flagship
show ‘Diya Aur Baati Hum’ at 9 pm,
‘Yeh Rishta Kya Kehlata Hai’ at 9.30
pm and ‘Everest’ at 10 pm.
According to a media analyst, the
move can work well for Star Plus as
its weekday programming is already
six days a week. “If Star Plus’ shows
are working well at slots as early as 6
and 6:30 pm, then they must have
thought why not experiment with
original shows at 5 pm as audience
sampling is going to increase further.
This is also a sure-shot way for the
channel to increase its real estate,”
he said.
But that is not all. Star Plus is set to
witness more action soon. Its fiction
property ‘Everest’ will culminate in
six weeks and be replaced by ‘Tere
Shehar Main’, a show by Rajan
Shahi’s Directors Kut Productions
which also produces ‘Yeh Rishta Kya
Kehlata Hai’ for the channel.
Considering its success with ‘Yeh Hai
Mohabbatein’ at 11 pm, the channel
is expected to once again slot an
original show at 11 pm, after the
winter is gone, that is.
Read More
for Hindi general entertainment
channels, genre leader Star Plus is
upping the ante further by taking its
original programming as early as 5
pm.
The channel already boasts the
maximum hours of original
programming from 6 pm till 11 pm,
from Monday to Saturday. At 11 pm,
it now airs the repeat episode of ‘Yeh
Hai Mohabbatein’.
Starting 26 January, the channel will
add one more hour of original
programming to its weekday line-up.
It is shifting the 10.30 pm soap
‘Veera’ to the new 5 pm slot while
the 6 pm show ‘Iss Pyaar Ko Kya
Naam Doon’ moves up to 5:30 pm.
The cooking reality show ‘Masterchef
India’, which the channel is launching
on 26 January at 10.30 pm, will also
have its repeat at 6 pm. The series
will run for about 10 weeks.
‘Ek Suhani Si Ladki’, which made it to
the 10 most-viewed fiction shows in
the week ended 10 January, will
continue at its original 6:30 pm slot.
The show is currently clocking an
average TVR of 2.9–3.1 every week,
another first for the early primetime.
The timings of the 7–10 pm shows
will remain unchanged—’Saathiya
Saath Nibhana’ at 7 pm, followed by
‘Yeh Hai Mohabbatein’ at 7:30 pm,
‘Tu Mera Hero’ at 8 pm, ‘Nisha Aur
Uske Cousins’ at 8:30 pm, flagship
show ‘Diya Aur Baati Hum’ at 9 pm,
‘Yeh Rishta Kya Kehlata Hai’ at 9.30
pm and ‘Everest’ at 10 pm.
According to a media analyst, the
move can work well for Star Plus as
its weekday programming is already
six days a week. “If Star Plus’ shows
are working well at slots as early as 6
and 6:30 pm, then they must have
thought why not experiment with
original shows at 5 pm as audience
sampling is going to increase further.
This is also a sure-shot way for the
channel to increase its real estate,”
he said.
But that is not all. Star Plus is set to
witness more action soon. Its fiction
property ‘Everest’ will culminate in
six weeks and be replaced by ‘Tere
Shehar Main’, a show by Rajan
Shahi’s Directors Kut Productions
which also produces ‘Yeh Rishta Kya
Kehlata Hai’ for the channel.
Considering its success with ‘Yeh Hai
Mohabbatein’ at 11 pm, the channel
is expected to once again slot an
original show at 11 pm, after the
winter is gone, that is.
Read More
hya
