Star One asserts strong performance ahead of 1st birthday

MUMBAI: "When we launched Star One ten months back, we had set two internal objectives. One was to present differentiated programming while the other was to reach the number two position in the Hindi general entertainment space within 12 months. As you know, we have fulfilled our first objective and are clearly on track to achieve the second objective."

Star India COO Sameer Nair had given this statement while announcing Star One's upcoming reality dance show Nach Baliye. He even hinted at a contest looming between flagship channel Star Plus and Star One. Anyway, as the first anniversary is approaching, Star One flaunts an impressive report card based on Tam data.

In the urban markets, Star One channel share for the all day part is undergoing a steady growth. For CS, Sec ABC, 4yrs+, HSM 1million plus, Star One's channel share has increased from 7 per cent (launch week) to 23 per cent in August 2005. Meanwhile, Sony which commanded a channel share of 52 per cent in the Star One launch week, now holds 42 per cent of channel share. Similarly, the Zee channel share has come down from 41 per cent to 35 per cent.

The cumulative reach of Star One in the CS4+ ABC HSM 1 million plus markets started off with 27 per cent and now stands at 71 per cent, the Tam data reveals. However, a point worth noting is that HSM 1million plus, while clearly being Star One's core target group (urban centres), are not the focal points for Sony and Zee. Both channels (as does overwhelming leader Star Plus) have the full Hindi speaking C&S universe as defined by TAM as their area of coverage.

Star One recorded a 53 per cent channel share on Independence Day in the Sec ABC 4yrs+ 1M+ markets for the time period 8 am to 7:30 pm. Zee scored 31 per cent while Sony stood at 16 per cent.

Star One has immensely capitalised on the good success its humour-based primetime show The Great Indian Laughter Challenge (TGILC) has been enjoying. The show even broke into the top 25 club for the week 35, in the CS, 4yrs+, HS markets. While TGLC recorded 7.6 TVR for the week, the top-rated show KBC2's clocked 12.8 TVR. The top show from Sony's line-up Fame Gurukul stood in the 46th spot with 4.2 TVR for the week.

CS Sec ABC 4yrs+ HSM 1 Mn+ (Friday episodes), TGILC recorded its best ever TVR of 11.1 on 26 August, with Fame Gurukul recording 3 TVR. With the performance, TGILC also bettered 10.8 TVR recorded on 19 August.

The good numbers comedy-based shows such as The Great Indian Comedy Show and now The Great Indian Laughter Challenge has been throwing up has inspired Star One to continue with the genre. Replacing TGILC in the Friday 10 pm - 11 pm slot will be another humour-based show The Great Indian Laughter Champion.

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