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MUMBAI: : It was only six months back that STAR World pioneered a bold step in English language programming. While all English Entertainment Channels were sticking to the international format of airing fresh episodes of English shows once a week, STAR World probed deeper into its consumer psyche and changed the way it served shows. STAR World then made its second move - introduce brand new cult-hits and other good content from the US. And now, as the enhanced numbers speak volumes for the channel, we take a look at how it struck the right chord with the audience.
STAR World‘s performance has shown a steady upward trend for the past 6 months. Come week 22 and STAR World toppled its immediate competitor to emerge the number 1 channel in English General Entertainment. Even today, STAR World is doing better and better across different sections of its TG.
This is all a result of careful thinking and calculated steps taken by the channel to understand the consumer. Let‘s take a look at the darts that hit ‘Bulls-Eye!‘ for the channel?
Encourage appointment viewing
STAR World‘s programming shift was aimed at getting the viewer to catch fresh episodes of shows everyday instead of once a week. While STAR World used to air fresh episodes once a week previously, the channel realized that the viewer lost touch of the story since there was a time lag of a week. The calculated move that helped pull more viewers to the channel.
Reduce the time taken to introduce a cult hit from the US in India
To maintain a contemporary and fresh look, the channel has started introducing shows from the US as close to the international airing as possible. STAR World now strives to introduce shows as close to the US airing as possible so that it can end it simultaneously with the US telecast. The upcoming show on the channel ‘Glee‘ just concluded with resounding success in the US.
Straddle between new seasons of established shows and new shows
While competitors aired new seasons of previously established international properties, STAR World chose to give the viewer some unheard of properties which resonated extremely well with the audiences. Castle is the first fresh show that was programmed by STAR World in its weekday prime time (Monday to Thursday) slot which is a resounding success for the channel! In fact for many weeks, Castle remained the number 1 show in the genre and grew Star World‘s slot share by 686%* (from 0.07% channel share to 0.55%). During Castle time band, STAR World commands leadership with 71% relative share within the category. (Source: TG: 15-34 A, Markets: 7 Metros, * average wk 19 to wk 25 ‘10 over average wk 12 ro wk 29 ‘10, Mon to Thurs - 10pm to 11pm)
STAR World is now geared to launch two fresh new shows this month end. The cult-hit show that has got the world raving about it - Glee launched on 25th of June. White Collar - an addictively witty crime series about an unusual partnership between a criminal and an FBI agent in solving white collared crime will aptly replace Castle starting 30th June, Monday to Thursday at 10pm.
Promotion is the key!
Is the audience not familiar with some shows? Promotion is your tool! STAR World has been and will be coming up with great promotional tactics to keep its audience hooked! While the digital space remains a favorite, STAR World also experimented with other innovative tools to reach its audience, including tie-ups with other media. For example, STAR World has come up with a unique promotional contest for promoting ‘Glee‘. STAR World and ELLE will launch "Gleek Hunt" starting 25th June which is a hunt for the ‘coolest/most stylish gang of college goers‘. The contest will be announced on air on STAR World and through the channel‘s website, www.starworld.in . The contest will also be aggressively promoted on the STAR World‘s Facebook and Twitter pages and ELLE‘s website (www.ellenow.in). All participants need to upload the coolest and most stylish pictures of their gang onto the STAR World website between 25th June to 20th July. The coolest picture will be selected by ELLE and STAR World and 3 people will get a complete style make-over from ELLE fashion team.
English entertainment has never been so young, fresh and fun. In the coming months viewers will catch contemporary content with a localized flavor on the channel. Come, be a part of this ‘Glee‘ful World! - Welcome to STAR World!
