Television

Post weekends, its 8 pm under the scanner for Star Plus

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2016/11/15/Star%20Plus_0.jpg?itok=yQDWIJRv

MUMBAI: Post the weekend attack, Star Plus is now concentrating on its 8 pm slot with the launch of its new show Mum Tum Aur Hum. It's simple, it's basic and is an indigenous product from the Synergy Communications stable. Debuting on 19 September, slotted from Mondays to Thursdays, this game show format for moms and kids is an attempt to offer differentiated content; away from the staple diet of Star Plus.

Mum Tum Aur Hum (MTAH) is a game show played by a mother and child team (two teams at a time) that aims at heightening and exploring the mother and child relationship in the midst of action and distraction.

The channel is pitching this as family viewing via the mothers and kids by using this format to intersperse all the relationship factors within a family unit. The show in a sporting situational manner reveals the extent of understanding that a mother and child have of each other. What is interesting is that every reaction that the mothers and kids reveal is captured live and is not pre-recorded. The age band of the kids has been frozen between 7-10 years.

The winning mother and kid team will win an all expenses paid trip for four for four nights and five days to any of these toursit destinations - Maldives, Sydney, New Zealand, Dubai or Mauritius.

Why 8 pm? Answers Star India network senior creative director Shailja Kejriwal, "Our research shows that most kids are back home by 8 pm and it's dinner or television time. And via this show we are looking and getting on board both the female and the kids demographics. We're also pushing the envelope a little further with this new format and will keep adding elements as the show picks up momentum."

The 8 pm slot on Star Plus did well with Sonpari (Wednesday) and Khichdi (Mondays) prior to the launch of Dekho Magar Pyar Se (DMPS). Kejriwal agreed that the 8 pm slot was a weak one, and 8 pm per se is still early prime time and has not yet come into the core prime time band. "With this show, one is first trying to experiment with a new concept, secondly offering a show that does need everyday commitment and thirdly try and understand this slot with this show."

Kejriwal also pointed out that with Sonpari, while being kids skewed, introduced elements to pull in female audiences while with Khichdi, which was adult skewed, elements were brought in to pull in kids.

The show, if it picks up, will also give a further impetus to Kasauti... and the Monday to Thursday line thereon with kids also latching on to the serial.

On the marketing front, the channel has introduced a school contact programme across 50 schools in Mumbai and Delhi. Says Star India vice president marketing Puneet Johar, "For the next two weeks we are focussing on the school contact programme in Delhi and Mumbai wherein about 40,000 kids will participate in different contests and bag goodies; the jackpot being an entry to participate in the show. We will also be looking at ground activation in other cities."

That apart close to 1500 GRPS have been allocated for the promo of this show.

While the channel is very clear in its objectives for Mum Tum Aur Hum, its going to be an interesting game between Sony's Kaisa Ye Pyaar Hai, Zee's Tumahari Disha and the newest game format.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/20/walt.jpg?itok=d834AJ3p
Disney formally closes deal with Fox, massive layoffs expected

Walt Disney Co (Disney) has finally closed the deal with on its $71 billion acquisition of 21st Century Fox (Fox). In recent months, the acquisition received final approval from antitrust regulators across the globe.

Television Production House Fiction
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/20/chrome.jpg?itok=Vy9rPxRb
Music genre most benefitted in Chrome DM week 11

Music genre has grown 3.93 per cent with the highest opportunity to see (OTS) in week 11 of Chrome Data Analytics and Media.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/20/kevin.jpg?itok=i0pF-Eox
Warner Bros chief Kevin Tsujhara to step down

The WarnerMedia group has announced that Warner Bros studios chairman and CEO Kevin Tsujhara is stepping down after allegations of having an affair with a young British actress and helping her secure roles surfaced, according to reports.

Television TV Channels People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/20/flix.jpg?itok=Ur43FBM_
Witness the heart-warming bond unfold in the epic-adventure movie Alpha premiering on &flix, &Privé HD and Zee Café

Amidst the vast wilderness, the survival of the fittest truly determines life and death. But what happens when your fight for survival brings with it the dangers of the wild? Witness a young boy unleash his inner warrior and struggle as he travels through treacherous landscapes in the epic-...

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/20/smriti.jpg?itok=PZiuoicm
Smriti Mehra elevated to Executive Vice President, Focus at Network18

After stints with Discovery Channel, Arré and Turner Broadcasting, Smriti Mehra returned home to Network18 Group last year. The company today announced her elevation as EVP – Focus, to head revenue. She will report to Priyanka Kaul – President, Marketing & Special Projects, Network18.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/20/ganga.jpg?itok=H7BNoB2s
Big Ganga launches 4 new Bhojpuri shows

Big Ganga, ZEE Entertainment Enterprise Ltd’s Bhojpuri general entertainment channel in Bihar, Jharkhand, and Purvanchal is all set to cater to the demands of its audience for original content with two hours of weekday and one hour of weekend with four new shows.

Television TV Channels Regional
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/20/t_tv_punjabi.jpg?itok=S7j173Rc
New FTA channel T TV to focus on Punjabi audience

T TV, Taur Punjab Di, is the latest 24 hour free to air channel being launched by Teleone Consumers Product Pvt Ltd which is a part of DV Group of companies and is aimed at providing quality entertainment to the north Indian audience.

Television TV Channels Regional
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/20/re.jpg?itok=ab6NQhhE
ARG Outlier Media writes to TRAI, accuses News18 India of flouting landing page directive

ARG Outlier Media Asianet News, which owns channels like Republic TV, Republic Bharat among others, has accused TV18 Broadcast Ltd of flouting Telecom Regulatory Authority of India’s (TRAI) 3 December 2018 directive to broadcasters and distribution platform operators (DPO).

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/19/abby.jpg?itok=9MZhUc6j
“ABBY AWARDS 2019” announces the illustrious Master Jury for the Creative ABBY’s

The gold standard in advertising awards, ABBY Awards 2019 that celebrates creative excellence in the category has announced an illustrious master jury for the upcoming edition.

Television TV Shows Awards

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories