Television

Pre-KBC, Star Plus starts weekend slot facelift

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2016/03/30/Star%20Plus.jpg?itok=FLp1oj6x

MUMBAI: Weekends will spell action at the Star Plus stable in the coming months. The channel is getting into launch mode for KBC 2, and is gearing up its weekend paraphernalia so as to build up the momentum for the weekend franchise.

In the coming weeks, the strategy will be to package two big event properties in the weekend slot so that when KBC 2 makes its appearance the slot would already have been pre-heated to grab a decent number of eyeballs.

This is being done through the Star Parivaar Awards, Star Plus' in-house awards, scheduled in May, and the recent acquisition of IIFA Film Awards 2005 that the channel clinched from Sony at a cost of about Rs 70-80 million, say sources. The plan ahead is to milk both these properties to their maximum as a two-month activation process.

Says Star India executive vice president, content, Deepak Segal, "Whenever there is a property that is never-ending in nature, it always garners good numbers. Linear stories that we attempted on Sunday didn't work for us. It is usually noncommittal programming that does well on weekends."

Star Parivaar will see a host of Parivaar specials over the weekend built into one capsule before the screening of the actual event.

The break-up being:

1) Nomination Special Ep 1

2) Nomination Special EP 2

3) Jodi Special

4) Magic Moments

5) Red Carpet

6) Main Event

7) Post-Event Party

Each of the above events will be either a half-hour or a one-hour

capsule and the main event itself will be a three-hour programme. The dates of the above programming have not yet been finalised.

IIFA awards 2005 scheduled in June will follow a similar agenda as Parivaar with specials woven around the awards before the event itself.

The break up being:

1) Nomination special part 1

2) Nomination special part 2

3) Flashback part 1

4) Flashback part 2

5) Prelude-behind the scenes

6) Red carpet

7) Main event

8) Weekend with the stars

Segal also points out that Kaun Banega Crorepati (KBC) is a universal property that has potential to clock numbers anywhere.

And Segal expects to get over 10 TVR from the event-based programming, a normal delivery on the Star Plus platform. "These properties warrant the kind of packaging that we have planned. Pre-KBC, we will play with our big properties and provide some great fare on weekends," adds Segal.

With the coming of these capsules, the movie slot on Star Plus which currently stands at 8 pm will be pushed by half or one hour as the case may be to an 8:30 pm or 9 pm slot.

Speaking to Indiantelevision.com, Star India senior vice president Ajay Vidyasagar says, "Whenever we have promoted and done specials around weekends, the properties have delivered exceedingly well, much like prime time from Mondays to Thursdays on Star Plus."

Vidyasagar may have a point. Star Parivaar Awards 2004, for instance, clocked 14 TVR in the HSM C&S 4+ TG. The Hindi feature film Main Hoon Na clocked 10.76 TVR, while the Diwali special which showcased TV stars celebrating the festivities of the season called Dhoom Machaley 10.3 TVR. The 11th Star Screen Award brought in 7.3 TVR and the latest Rang Barse, Holi special with the whole TV fraternity clocked 11.3 TVR, according to TAM data in the HSM C&S 4+ TG.

Still, Star Plus is relatively weak on weekends. While a dominant leader on weekdays, the channel is engaged in a neck-to-neck battle with Sony on weekends. And, Sony is actually leading in the Saturday-Sunday block.

Weekend prime time shares (8 pm - 11 pm):

 
Friday to Sunday
Friday
Saturday & Sunday
Star Plus
35.4
38.7
33.3
SET
35.2
37.2
33.9
Zee TV
20.1
14.6
23.7
SAB TV
2.5
2.2
2.7
Sahara One
6.7
7.2
6.4
Source : TAM, CS, 4yrs+, HSM, Wkend prime time (8 - 11) relative shares, Wk 1 - 15

Star realises there is a sizeable chunk of viewership available on weekends and can't allow Sony to sit comfortably here with popular long running episodic thriller, horror and reality programmes. it plans to strike with the sequel of the Amitabh Bachchan hosted game show, KBC that created a revolution in the Indian television space.

Star's strategy has come at a time when the gap between weekday and weekend audience flow is narrowing.

(According to data available - week 7 to week 14 show that the average available TVRs from Monday to Thursday across all channels in the Hindi speaking markets in the C&S 4+ TG from 8 pm to 12 pm is 13,812.On the other hand, if one looks at Fridays to Sundays as a block for the same period, the average available TVRs across all channels 11,973.)

Star's aim is not only to tap the available TVRs but also get in new viewership. As a prelude to KBC 2, both Star Parivaar and IIFA Awards 2005 are positioned as the initial eye-drawers for the weekend.

All said and done, the challenges at hand for Star Plus is

considerable. Sony's line up on Fridays are quite strong with the newly launched reality dance show Dance Dance at 8 pm, the adpated chatcom at 9 pm titled Batliwalla - House No. 43, Aahat 2 the supernatural horror show at 9:30 pm, CID which is a successfully running thriller drama at 10 pm and Crime Partrol, the docu-drama at 10:30 pm.

Media analysts pointed out that if competing channels position their blockbusters at 8 pm, which is the current slot that Star Plus, Sony and Zee use for movies on weekends; Star Plus would then have some serious concern at hand to convince the viewers to watch a capsule of an event over a movie.

Another point in note that was made, was the fact that if with this

event based programming, Star Plus' movie slot is pushed forward, then viewers might tend to follow movies on other channels due to they being scheduled earlier.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/14/Uday_Shankar1.jpg?itok=IDT2qFvU
Uday Shankar's meteoric rise from Star India to Disney APAC

The man running, arguably, India's largest media company has made it to the top job in the Asia Pacific region at probably the world’s most admired entertainment company - Disney. Uday Shankar, who once was a reporter with The Times of India, and then went on to successfully lead news channels such...

Television TV Channels GECs
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/14/DreamWorks-Kids.jpg?itok=q9mFd9J1
DreamWorks to launch Fight Sports and Kids+ channels

DreamWorks Channel, a Southeast Asian pay television network that is owned and operated by DreamWorks Animation International TV, a subsidiary of NBCUniversal, which is a division of Comcast, has set the ball rolling to launch two new channels - Fight Sports and Kids+ Asia. It has started the...

Television TV Channels Kids
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/14/Star-Zeel.jpg?itok=CGxBu6QW
4 Star and 3 Zeel channels most watched across genres

Four channels from the Star India network, three channels from Zee Entertainment Enterprises Ltd (Zeel) and one channel each from Sony Pictures Network India (SPN), the Sun TV Network, and Viacom 18 comprised the list of the top 10 channels across genres for week 49 of 2018 (Saturday, 1 December to...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/13/uday.jpg?itok=JWjW_ZUg
Disney hoicks Uday Shankar to top job at Fox-Disney combined unit for APAC

MUMBAI - As part of the integration planning for the pending acquisition of Twenty-First Century Fox, Inc. (“21st Century Fox”-NASDAQ: FOXA, FOX), the Direct-to-Consumer & International (DTCI) segment of The Walt Disney Company (NYSE: DIS) today announced plans for the strategic alignment of...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/13/golf.jpg?itok=t1xZuWYj
Discovery strikes agreement with European Tour to expand GOLFTV portfolio and establish the ‘digital home of golf

Discovery and the European Tour have announced a new partnership that will see GOLFTV continue to expand its portfolio and move towards becoming the established ‘digital home of golf’ for fans around the world.

Television TV Channels Factual @ Discovery
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/13/cnn.jpg?itok=IIZst38X
TURNER’S KIDS AND NEWS CHANNELS WIN BIG AT INAUGURAL ASIAN ACADEMY CREATIVE AWARDS

CNN and Cartoon Network won eight honours – also known as “Goddess of Creativity” wins – at the Asian Academy Creative Awards on December 6, the region's version of the International Emmy Awards.

Television TV Channels Kids
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/13/history.jpg?itok=B9C8evmw
Uncover the enthralling journey of the most notorious drug lord on HISTORY TV18 HD’s ‘The Rise & Fall of Pablo Escobar’

Pablo Escobar’s belief that “Life is full of surprises, some good, some not so good.” forms the basis for a thrillingbiography of the world’s most infamous drug lord.

Television TV Channels Factual @ Discovery
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/13/fest.jpg?itok=5V_pyoi4
Mumbai, Gear Up For DreamHack - The World’s Largest Gaming Festival

Starting 21st December, get ready to experience the world’s largest gaming festival – DreamHack, right here in Mumbai

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/13/dicsovery.jpg?itok=ZYY7lByI
DISCOVERY channel to premiere ‘Extreme Jobs with Tim Kennedy’ from 17th December

Discovery Channel to premiere no holds barred series EXTREME JOBS WITH TIM KENNEDY hosted by Special Forces Sniper and fearless Green Beret, Tim Kennedy.

Television TV Channels English Entertainment

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories