Television
×

Star Plus bids to extend prime time beyond 11:30 with 'K.Street Pali Hill'

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2016/01/12/Star%20Plus.jpg?itok=g9itqge6

MUMBAI: Males! That's what Star Plus is now betting on hooking with its new daily K.Street Pali Hill, slotted at 11:30 pm.

With the 8 - 11:30 pm slot defined and more than stable, Plus, in a move to expand its prime time and build on the current audience "bench strength", has slotted its newest thriller offering from the Balaji stable in the 11:30 pm - 12 midnight band, starting 27 September.

With this experimental thriller, which Plus is touting as having the most expensive set Indian television has ever seen, India's lead Hindi entertainment channel, apart from increasing its spread of shows, is looking at redefining the 11:30 pm slot. This is much the same strategy that was adopted so successfully on the 11 pm band with the coming of Kahiin To Hoga (KTH) a year ago.

Although, one may argue saying Kahin Kissi Roz , which bids its much needed adieu today ( 23 September) was already running at the 11:30 PM slot; the fact that it was pushed from the 11:00 PM to the 11:30 PM slot after Kahin To Hoga's launch is not to go unnoticed.

Making way for K.Street Pali Hill is the distinctly long on tooth and plot weary Kahin Kissi Roz (KKR), which airs its final episode tonight.

For KKR its been a long road to nowhere this past year ever since the arrival of KTH, which was the reason the show was pushed to the 11:30 pm slot in the first place - to make way for the youth centric serial.

It is worth recalling that KKR commanded an average TVR of 5.27 in the all India CS 4+ market when it was perched on the 11 pm band. After its push to 11:30 pm, a remarkable drop in ratings followed, which resulted in its finally settling between 3.5 and 4 TVR all India CS 4+.

The fact that KKR managed to hold its own for a year, despite the "step-motherly" treatment meted out to it, looks to be what has given the creative brains at Plus the confidence to push a big budget blockbuster show like K.Street Pali Hill into such a late night positioning.

Talking to indiantelevision.com, Star India senior vice president content and communication Deepak Segal says, "KKR was the most successful show at the 11:30 slot in the television scenario. So, looking at the potential of this time band and metro routine, placing K.Street Pali Hill at this slot seemed to make a lot of sense. Metro television consumption usually tends towards late night viewing, more so with men. It also helps in building upon the slot and bringing in a new and varied viewership."

The interesting point of note here is that K.Street Pali Hill is looking at tapping the male audience and the story theme is most definitely skewed towards the guys. Also, taking off from the potential that this time band offers, the stakes on this particular "K" show are pretty high. K.Street Pali Hill's set is touted as the most expensive and glamorous set made till date on Indian television. The set cost between Rs 25 to 30 million, industry sources aver.

If all goes well, Indian television may just see space for increasing their offerings as well as sponsorships. What one cannot dismiss is the extensive effort in terms of the product itself and endeavour to identify new opportunities on the part of Star.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/23/foodfood.jpg?itok=gCF4k0Ki
FOODFOOD announces veeba cook off powered by Daawat Basmati Rice and Tata Sampann

Cooking doesn’t get tougher than this! FOODFOOD Pro an initiative of FOODFOOD, India's premier 24x7 Food and Lifestyle channel is proud to announce an intense and exciting eleven - episode series, VEEBA COOK-OFF, a challenge, that is purely ‘By the Professionals and For the Professionals'. This...

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/23/sony-max.jpg?itok=Rmc_jk74
Celebrate Republic Day with megastar league on Sony Max 2

MUMBAI: On Republic Day get ready for an all day long movie marathon with India’s iconic Hindi movie channel from Sony Pictures Networks, SONY MAX 2. Binge-watch the movies of some of Bollywood’s megastars throughout the day on 26th January with SONY MAX 2’s Megastar League. 

Television TV Channels Movie Channels
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/23/star-gold.jpg?itok=aEnqdAVj
2017 blockbuster hit 'Golmaal Again' will make its television premiere on star gold this friday

Star Gold is kicking off the year with the World Television Premiere of one of the most succesful films of 2017, Golmaal Again, that raked in over 200 crores at the box office and set it on fire with its unmatched gags and action. The film that left audiences in splits of laughter and many ‘...

Television TV Channels Movie Channels
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/23/myleeta.jpg?itok=Jp2DoL6W
BBC Worldwide India announces partnership with Applause Entertainment

BBC Worldwide India has announced a partnership with Aditya Birla Group’s Applause Entertainment that will see the two organisations working together to develop and produce Indian versions of iconic BBC formats.

Television Production House Non-Fiction
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/23/us.jpg?itok=F5fKKb42
Bring in Republic Day with the award-winning political comedy VEEP on Star World

Our 68th Republic Day is just around the corner and considering the political scenario in our country and globally, Star World has lined-up a marathon of a show that is not only entertaining but also takes a satirical view into what goes on behind-the-scenes in government policy-making and...

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/23/icai_0.jpg?itok=Zpp1ilCw
ZEEL president - Legal & Regulatory Affairs, Mr. Avnindra Mohan conferred prestigious "CA Distinguished Achiever - 2017" Award by ICAI

Mr. Avnindra Mohan, President – Legal & Regulatory Affairs, Zee Entertainment Enterprises Ltd has been selected as the winner of the prestigious award in the category “CA Distinguished Achiever-2017” for exceptional performances and achievements by the Institute of Chartered Accountants of...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/23/karan.jpg?itok=mCWRXjXX
Discovery India ties-up with Reliance Animation to produce kids IP

Discovery Communications India has commissioned Reliance Animation to produce a new disruptive Indian original content series Little Singham, an animation series inspired by the movie Singham. Targeted at kids in the age-group 4-8 years old, Little Singham will make its debut on television in...

Television TV Channels Kids
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/23/Shubhranshu_singh.jpg?itok=OUkY580T
Star Sports EVP and marketing head Shubhranshu singh quits

MUMBAI: Star Sports Executive Vice President and Head Marketing Shubhranshu Singh has quit the company after a four-year stint.

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/22/bajaj.jpg?itok=z_mfKL62
Discovery bags nine sponsors for Battle Ops

Battle Ops, Discovery Communications India’s (DCIN) integrated television and digital offering, has received a resounding response from the advertiser community. The show, which will premiere on Discovery Channel and Veer on 26th January, has already sold out with nine sponsors on board.

Television TV Channels Specialised and Niche

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories