Fortified with 'Sach Ka Saamna', Star Plus takes on Colors
Take Colors head on. That seems to be Star Plus' programming plan after 'Sach Ka Saamna' has arrived.
Showing
signs of aggression, after being put on the defensive for some time,
Star Plus is getting back the Kiran Bedi-hosted 'Aap Ki Kachehri' to
fight against Colors' top-rated show 'Balika Vadhu'. The television
reality-justice show, which had a successful first run, is returning
from 5 August at the 8 pm slot as its original position is taken away
by the polygraph-tested reality show Sach Ka Saamna.
"Star Plus
is getting on the offensive as they will have two daily prime time
reality shows. This could change the game. And we were not expecting
'Aap Ki Kachehri' to occupy the 8 pm slot," says the programming head
of a leading Hindi general entertainment channel.
Moving 'Aap Ki
Kachehri' into a new time zone could test the strength of the show.
When it was launched at the 10.30 pm slot, it had a male skew
viewership. "The 8 pm slot in Hindi GECs is female-dominated. The
contest with 'Balika Vadhu' will also be interesting as both are
non-conventional in approach," says a media analyst.
'Aap Ki
Kachehri' drew in more audiences from the northern region and in
smaller towns, similar to the viewing base of 'Balika Vadhu'. "We
expect Aap Ki Kacheri to expand the market. It could also take away
some audiences from Balika Vadhu. We expect it to do a bit of both,"
says Star India EVP marketing and communications Anupam Vasudev.
Vasudev
also expects 'Aap Ki Kachehri' to garner audiences from the non-GEC
channels. "There is a significant male viewing population in the
non-GEC channels at 8 pm. The show tends to draw in viewership from
these channels," he says.
Star Plus' relatively weaker show,
'Kis Desh Mein Hai Meraa Dil', at 8.30 pm is being refreshed with
'Sajan Ghar Jaana Hai'. The channel hopes the new show would have a
lead-in advantage from 'Aap Ki Kachehri'.
"Star Plus is creating
an 8-9 pm band. And it is the right time to be aggressive and get in
Aap Ki Kachehri as Zee TV's new shows are also picking up. If they
would have waited for Sach Ka Saamna to complete its run before getting
in Aap Ki Kachehri, it would, perhaps, have been a bit late. This is
the right time to strike when Sach Ka Saamna is creating a ripple,"
says a media observer.
Star Plus is also strategically pushing
the two prime time shows Kis Desh Mein Hain Mera Dil and Raja Ki Aayegi
Baarat to the afternoon band. "They have enough steam left in them to
do well in the afternoon band," says Vasudev.
Source:www.indiantelevision.com
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