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MUMBAI:
In an increasingly competitive television environment, channels
have to finetune strategies to retain viewership.
English
general entertainment channel Star World is looking to do
just this.
Speaking
to Indiantelevision.com, Star India VP marketing and
communications Prem Kamath says that the channel is looking
at a TG strategy. The aim is to broadbase programming.
As
a first step it has introduced two slots. It has introduced
the Essential Afternoon slot for women and the housewife.
Shows like Fashion House, The Ellen DeGenres show,
Bold and the Beautiful and General Hospital
air.
It
has also introduced the Men at 11 property. Here action-adventure
shows including Most Shocking, Most Daring,
Bullrun, IFL Flight Night and Cops will
air every day at 11 pm. As Kamath says, research shows that
a lot of men tune into the channel at that hour.
Kamath
adds that the channel is seeing how this strategy works. Based
on viewer feedback it will take a call on whether or not to
introduce other TG specific time blocks. In terms of the new
shows that Star World will be introducing this month, one
of them is The Black Donnellys. This is a thriller
series from writer director Paul Haggis who won an Oscar for
Crash. Interestingly, media reports indicate that US
broadcaster NBC decided not to renew the show for a second
season after only a few episodes had aired as the ratings
were not up to the mark.
Star
World will also kick off the detective drama The Closer.
This stars Kyra Segwick as Deputy Police Chief Brenda Johnson.
She runs the Priority Homicide Division of the LAPD with an
unorthodox style. Her innate ability to read people and obtain
confessions helps her and her team solve the city's toughest,
most sensitive cases.
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