Challenging convention and stereotypes
Changing its focus from 15-25 to a broader 15 to 35-year-old audience, Star One promises a spanking new array of content comprising an entertaining mix of fiction, drama and reality shows. The new line-up of shows is a result of an in-depth research conducted by the channel which, according to its general manager Nikhil Mirchandani, threw up glaring gaps and startling new information on changing viewership trends as also a new set of audiences with a certain entertainment needs. Hence, with the aim of expanding its viewership base and filling these gaps, Star One is adding a range of new, refreshing and differentiated content in its prime-time band with the launch of two fiction shows from this week.
The shows are Geet - Hui Sabse Parayi and Rang Badalti Odhani. Geet... is a story of an 18-year- old Punjabi girl, who is abandoned by an NRI husband and how she faces the challenges and stands for the rights and values she believes in. ...Odhani, on the other hand, which is based in a village in Gujarat, is about a girl who takes destiny in her own hands when she is widowed at a very young age. "Both the shows present strong characters and issues not seen on other channels. They mirror desires and dreams of today's woman, who wants to chart out her own future. The protagonists of Geet... and ...Odhani are strong and assertive women, unlike the sacrificing and suffering protagonists of other shows. Also, the focus of these shows will not be extended joint families but the protagonists and other key characters that impact their lives," says Nikhil.
Having identified its core viewer, challenging convention and stereotypes through emotionally-inspiring storylines is going to be the channel's main focus. The core viewer, according to Nikhil, is the 23-year-old woman from Bhopal or any other small city or town who is young, confident and has a convincing and non-confrontationist approach. "She is the new-age woman who wants to work and empower herself," says Nikhil, adding, "Her on-screen fictional representation will have a disruptive and clutter-breaking effect." However, Star One is not completely doing away with its old image of an entertainment destination for youth that promised mischief, fun, friendship and romance. Not immediately, at least.
"We have shows like Milley Jab Hum Tum and Dill Mill Gaye that have a younger skew. But our core viewer has grown up. She used to be 18 and now she will be 23. Our key content drivers will be inspirational stories and strong protagonists," asserts Nikhil. He claims that Star One will reach as much as 75 per cent of the total TV audience universe with its new key content-drivers. "Both from audience and advertising perspective, the core and broader TGs have immense potential for growth," he adds. The makeover and re-branding seem to be right. Now we need to wait for the result.
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