Star Plus’ weekend gamble pays off in first display

MUMBAI: Star Plus‘ gamble to sprinkle weekend content with original shows as a counter to movie telecast on rival general entertainment channels seems to be paying off.

The first feedback for the newly tailored 7-10.30 pm weekend band is positive.

As per Tam data for the week ended 29 January, the 7 pm show Love You Zindagi opened with a 2.1 TVR. It had a time spent of 17.1 minutes. Meanwhile, Pyar Mein Twist managed a 1.4 TVR and an average time spent of 10.1 minutes.

The star attraction for the channel was Wife Bina Life, which opened with a whopping TVR of 3.6. Produced by BBC Worldwide, the show portrays the life of average middle class men taking up the challenge of becoming homemakers, while the women of the house go on a holiday.

The show had a cumulative reach of 16.5 million, while the average time spent was 19.9 minutes.
Starting 29 January, Star Plus has launched three new shows along with one special one-hour maha episode for weekends. The three shows include two fiction based shows - Love You Zindagi (7-8 pm) and Pyar Mein Twist (10-10.30 pm); one reality show Wife Bina Life (9-10 pm); and a maha episode of fiction show during 8-9 pm.
On the whole, Star Plus saw a 22 GRP (gross rating points) decline in the week over the prior seven-day period. Its weekday primetime declined by three GRP points and weekend movies by 18 GRPs.
Meanwhile, weekend primetime original programming added 31 GRPs to Star Plus‘ kitty along with other parts on weekdays and weekends (6 and 4 GRPs respectively).

The channel held its first position with 338 GRPs (from 360 GRPs in last week).

Meanwhile, Colors, Zee TV and Sony Entertainment Television maintained their respective positions without any major gain or loss.

A look at other channels - Colors with 239 GRPs (243 GRPs previous week); Zee TV with 226 GRPs (235 GRPs); Set with 178 GRPs (173 GRPs); Sab with 138 GRPs (137 GRPs); Imagine TV with 80 GRPs (86 GRPs); Star One with 36 GRPs (41 GRPs); and Sahara One with 30 GRPs (30 GRPs), according to Tam data.

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