| Star One: The road ahead |
Star One will become Number 2 to Star Plus. November is the plan. It is growing week on week. TGILC (The Great Indian Laughter Challenge) has really caught on; Remix is doing very well; the game shows are performing. It takes time, it's a new channel. Sony, Zee and Star Plus for that matter have been around for 10 years. And now there are some super hot shows coming up in the next couple of months. In the next two to three months, we'll do exciting programming and build on it and expand it.
The challenges it is facing is that being a new brand it has made remarkable progress, but our expectations are higher. If we were not Star TV, we would actually be having a party celebrating Star One's success.
We have in any case got a lot of audiences who have sampled the channel, we just need to collate that audience and make it a critical mass. In that sense the Tam Elite panel coming is a good thing for all the channels. In fact, it will help the English category a lot. At the end of the day India is (still largely) a single TV home and the larger measurement usually tends to get subsumed. The niche channels usually get buried between the mass of Hindi entertainment. This (Elite panel) will bring in a degree of qualitative differentiation into how audiences are measured.
The challenge for Star One is really to overtake Sony and Zee. We are expanding its appeal. We wanted to start off with a differentiation, so that you create that distinction.
It was a really difficult thing to do. Especially when it stems from the same family and tackles the same Hindi entertainment genre. Now having created that distinction, we are broadening that distinction's appeal. When we launched, the aim was not to clone Plus. So, we started off with a complete distinct identity and now we are broadening its appeal. So that we have two versions of Hindi entertainment. We are very well coordinated on this. The plan is to become number two and monetize it.
Star One, is all connected to value for money; network sales.
| "Indian English" shows on Star World moving to Star One? |
Koffee with Karan we are doing repeats on Star One, Now Simi's second season is coming up. I am not entirely sure where to slot it - Star World or Star One.
Apprentice is slated to launch in November-December on Star One, although the hunt for (India's) Mr Trump is still on.
| Star World ramp up plans |
