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MUMBAI:
Star One will soon unveil a host of new shows to its programming
line up as part of a content refurbishing process.
The
infusion of new content is also targeted at a wider viewership
base by extending its presence from the top metros to encompass
the top 20 cities in India.
Star One will launch at least 12-14 new programmes within
the next four months, says a source close to the development.
 The
bank of new properties will kick start with a fiction programme
in September. This will be followed by a big non-fiction show
slated for launch in October.
November, however, is likely to be the busiest month for Star
Plus's sibling channel with the most launches planned during
that period, adds the source.
Speaking
to Indiantelevision.com, Star India president content
and new media Ajay Vidyasagar confirmed that in the next few
weeks, there would be a slew of new shows to be launched on
the Star One.
Rather
than addressing urban youth, the attempt is now to go beyond
metro specific audiences and tap into the Hindi heartland.
The fresh programmes on Star One will be designed to cater
to the top 20 cities in India.
Star
India VP marketing Prem Kamath said, "We are looking
to address the top 20 cities with the upcoming shows on Star
One. We do not want to be known as an urban niche channel,
we want to reach out to mass audiences and going forward that
is the model that we will follow."
Kamath
adds, "Although, the channel will infuse new FPCs, there
is no change in its positioning. It will continue to maintain
its positioning as a differentiated mass entertainment brand."
A
point worth noting is that Star One's move towards a fresh
start comes as several other broadcasters are also readying
their own Hindi entertainment channels to be launched in the
coming months including Zee Next, Viacom 18 and NDTV Imagine
and INX Media's 9X among others.
However,
Kamath states that this move is not driven by competition.
"For a while now, Star One has not launched any new shows,
so this is a natural process for the channel."
Vidyasagar
agrees, "This is not a relaunch activity. We just felt
the need to infuse new programming into the channel. Typically,
Star One has earned a market share of two an a half to three
per cent, which we want to scale up to more than four."
The
programmes are expected to be a mix of fiction, reality and
format shows.
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