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Star's supreme dominance has been highlighted in the ratings for
the week 26 January - 1 February for C&S 4+, eight cities +
UP, one million plus towns.
Consider the sheer domination of the top programmes: Kyunkii
Saas Bhi Kabhi Bahu Thi features eight times; Shaka Laka
Boom Boom features five times; Kahaani Ghar Ghar Kii, Kasautii
Zindagi Kay, Shagun, Bhabhi, Kaahin Kissi Roz feature four times;
Kumkum features three times, Shararat, Krishna Arjun,
Kumkum, Khichdi, Kyun Hota Hai Pyarrr, Kashmeer, Ssh ...Koi Hai,
Karishma Ka Karishma, Son Pari, Kuch Kar Dikhana Hai, Sanjivani,
Khullja Sim Sim, Kehta Hai Dil, Des Mein Nikla Hoga Chand feature
once.
Mindshare Fulcrum MD Vikram Sakhuja says: "Star TV spent the
year 2002 in expanding its audience base and increasing it to a
certain pre-determined critical mass. They persisted with the saas-bahu
themes in order to attain their objectives. The next step involved
the process of guiding this mass and exposing them to different
programming genres or options. In the beginning of the year, Star
launched an intelligent mix (cache) of new programmes - game shows,
kids' shows, variety shows, amongst others. The impressive results
simply demonstrate that their strategy is succeeding."
A Salomon Smith Barney report released in January 2003 says that
Star Plus' dominance is commendable, considering the fact that the
channel broadcasts several one-hour shows from Monday to Friday.
The channel could have fewer entries from its Monday - Friday prime-time
slot in the TAM Top 100 programme list; whereas Zee and Sony have
more opportunities because they have 30-minute shows pitted against
Star.
Des Mein Nikla Hoga Chand, Kehta Hai Dil, Khullja Sim Sim, Sanjivani,
Ssh...Koi Hai, Kashmeer are the shows which have a duration
of one hour plus.
However, Star could gain phenomenally if it beefs up its marketing
and communication efforts in the southern markets as this could
complement the dominance in the western belt, say industry sources.
Till someone comes up with an innovative concept or theme, it looks
as if Star is going to be quite lonely at the top.
Also read
New shows keep the tempo
going at Star Plus
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