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STAR channel has ambitious plans for the season
Sudhish Kamath
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The channel plans to boost its weekend programming with the telecast of special episodes on STAR Parivaar awards and IIFA event to be held at Amsterdam.
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CHENNAI:
"It's a dominance not seen in the history of television anywhere in the world," beams Ajay Vidyasagar, senior vice-president of Marketing and Communication, STAR India Network, as he sits down to talk about the channel's plans for the season.
It's prime-time market share on weekdays in the last four weeks has been 81 per cent compared to 15 per cent by Sony and 4 per cent by Zee, according to Television Audience Measurement ratings.
STAR Plus's overall market share in the last few weeks has been 63 per cent, compared to Sony (that has a 20 per cent share) and Zee (that has a 17 per cent share).
"We have managed to consolidate our position as a market leader over the last one year. Star Plus clocks 45 out of the top 50 shows on TV," says Ajay.
He notes that while the top three shows on STAR Plus `Kyunki Saas Bhi Kabhi Bahu Thi,' `Kasauti Zindagi Ki' and `Kahaani Ghar Ghar Ki' fetch Television Rating Points (TRPs) of 16, 14 and 14 respectively, `Indian Idol,' Sony's top most show gets only six. TAM ratings have also shown that ground events and specials bring in high viewership for the channel. "The STAR Parivaar awards event last year brought in a TRP of 13.9, the highest ever ratings a ground event has got. That is more than what even Main Hoon Na, our highest rated film (10.8), has got. Our other events Dhoom Machale and Rang Barse have got us ratings more than 10 too. So we've seen that whenever we've done anything unique, we have got good ratings," Ajay explains the decision of the channel to bank on shows for boosting the weekend slot. The channel has flagged off a weekend series for this year's edition of the STAR Parivaar awards. "Last year we got 58 lakh votes. So this year, we have two nomination specials where people vote for the best Maa, the best Saas, the best Bahu, we have a Jodi Special, then we have an episode on Magic Moments, then a Red Carpet before the main event — the actual show which will go on air on June 4," he says.
STAR has also acquired the rights for the IIFA awards to be held in Amsterdam.
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Life
Bangalore
Chennai
Coimbatore
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