Look Now We are Changing *DC ARTICLE*

Look now, we are changing

It's time for a change by the looks of it. Most channels these days seem bent on revamping their image and content in a bid to boost TRPs and beat competitors. If Sony went all out to reposition itself as a channel that is in sync with the audience's changing entertainment needs, then its sibling SAB re-branded itself by changing its focus from a youth channel to a comedy brand. The originally youth-focussed Star One too changed tracks to address the entertainment needs of the new age woman. And now, Star Plus is undergoing a major change. Music channels too are not far behind in this race for the perfect makeover. MTV recently dropped 'Music Television' from its name and upped its non-music content as did Channel (V) that changed its tagline to 'Bloody Cool.'

While most channels undergo a periodic cosmetic change in terms of a new logo and look, some opt for a complete makeover by bringing new programmes. But does a makeover really help a channel connect with the audience and improve ratings? Star Plus, for example, completely revamped itself 10 years ago and changed the rules of entertainment with shows like KBC, Kyunki... and Kahani... But except for SAB, other channels haven't really received the same kind of success. "A strategic rebranding is a clear message about a major change in content and approach to programming," says Sanjay Upadhyay, Sony's former fiction head.

When Sony tried a new image with shows like Ladies Special, Palampur Express, Bhaskar Bharti and Rani Padmini, it didn't work and Sony slowly reverted to its old self. On the other hand, SAB's makeover has earned it rave reviews as it filled a glaring gap for comedies. Star One's experiment of reaching out to today's woman through strong and resolute protagonists has also started bringing in positive results.

Incidentally, Star Plus, which is revamping itself when it is leading, paid a heavy price for not refreshing its content earlier. "The wake-up call came last year when we took a few hits. The choice before us was either fight competition or go for a decisive experiment," says Uday Shankar, Star India's CEO. Adds the COO, Sanjay Gupta, "Our new approach is based on a fresh perspective to life and relationships."

Shankar says the bold programming experiment began with non-fiction shows like Aap Ki Kachheri and Sach Ka Samna and was extended to the fiction genre with Pratigya and Sasural Genda Phool. Tere Liye, Chand Chhupa Badal Mein and Master Chef hosted by Akshay Kumar are the new shows which will go on air in July. But the question is how much can a GEC change, given the fact that its content mix will consist of soaps, reality shows and films?

"There will be a definite change in the stories we seek to tell. The protagonists of our shows will bring in new thinking. We are ready for bold experiments. If a cookery show which is generally assigned to an afternoon or Sunday morning slot is going to become our driver show, isn't it bold move?" he asks.

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