StarOne re-defines itself as light entertainment; launches 'Super Sale' on 15 August

MUMBAI: 7:30 is what StarOne's next 'game' is. As already reported by, Super Sale - the Indian adaptation of an old Fremantle format that originated in Australia titled Sale of the Century, will debut on 15 August.

With a sleek Saajid Khan adorning an Italian hairdo, Super Sale is essentially a game show that challenges the contestants to heap up as much moolah as they can, so as to buy attractive items at special 'Super Sale Prices' (SSP) - at the lowest ever conceivable prices. The show is slotted as a strip show from Mondays to Fridays at 7:30 pm.

Internationally, Sale of the Century has always been positioned in a comfortable slot.The Australian series took a serious mode to the quiz show, while the British version (aired on Sky, 1989-1991) took on a more fun persona. Star One has decided to adopt the British style.

What is interesting is the fact that both Star Plus and Sony from 7:30 - 8 pm are relatively free slots with Star Plus airing chartbusters and Sony airing re-runs of Devi. Zee, on the other hand has slotted Sindoor, which was launched in February.

From that sense, Star One has strategically placed it at 7:30 pm. The other fact worth noting is that the repeat telecast has been slated for 11 pm.

Validates StarOne programming head Ravi Menon, "Post eight, it is a bigger game and content is very strong across the channels. We are focussing on a 17-30 yrs target group (TG)."

Menon also states that Star One is looking at broadbasing itself, and 7:30 pm would be ideal for small towns and semi-metros, while 11 pm would be suitable for urban India. Asserts Menon, "Star One's prime time now starts with Saajid and ends with Shekhar (TGILC)."

Coming to sponsorship deals, Menon clearly states that currently all the prizes that will be given out will be borne by Star. "We are going to test the waters first and see how the show rates. Once its settles down we will pull in sponsors as Super Sale is a very sponsor friendly show."

Menon pegs his estimates in terms of TRPs between 2 - 3.

So, where is Star One heading? Shoots Menon, "Star One is moving towards light entertainment. Intense viewing today already very cluttered and Star Plus takes care of that. Star One will offer easy going content which is not essentially urban."

The channel has already started modifying its shows to ensure a broader reach ensuring its appeal to smaller towns as well.

Super Sale will also push Remix in terms of bringing in new audiences across TG's from Mondays to Thursdays.

When queried about the Friday plan; Menon stated that the 8:00 pm slot was one that they were eyeing very carefully. Interestingly, Star One's Bluff Master which was earlier slotted at 9:00 pm on Fridays has been pulled to Wednesdays at 9:00 pm. In fact, Menon has already started working on a sitcom for the 9:00 pm slot on Wednesdays post Bluff Master and has commissioned it to Hats Off productions.

Coming to the Star One's cash cow, The Great Indian Laughter Challenge (TGILC), which comes to a close on 9 September, the channel is now readying a show titled Laughter Champions which will consist of the same faces that TGILC saw but will be bigger, bolder and brighter. The new show will be launched immediately with the close of TGILC on 16 September to ensure sustenance of eyeballs.


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