Comedy works for STAR One

Comedy seems to be working for STAR One, the new channel from the STAR Network. Figures from TAM Media suggest humour shows such as 'The Great Indian Comedy Show', 'Instant Khichdi' and 'Sarabhai Vs Sarabhai' are driving viewers to the channel.

Between November 1-20, (C&S, 15+, Hindi-speaking markets), 'The Great Indian Comedy Show' turned out to be the most popular for the channel. During this period it reached out to 11.6 lakh viewers. Other comedy shows such as 'Instant Khichdi' and 'Sarabhai vs Sarabhai' reached 7.9 lakh and 5.2 lakh viewers respectively during this period.

Commenting on the trends, Basab Chowdhury, general manager, Madison says, "There was always a market for comedy shows in our country especially among the upwardly mobile youth. But the problem was that there weren't too many comedy shows on general entertainment channels except for the ones on SAB TV. The production values as well as the content and format on STAR One is much better.”

Besides comedy, dramas such as 'Remix' and 'Hey Yehii to Haii Woh' and game shows such as 'He Man' and 'Bluff Master' seems to have caught the fancy of the viewers. Between November 1 and November 20, 'Remix' and 'Hey Yehii to Haii Who' reached more than 8 lakh viewers each. While 'He Man' crossed 8 lakh viewers, 'Bluff Master' reached 7.6 lakh viewers.

As per TAM Media Research (C&S, SEC AB, 15-34, 1 million-plus Hindi speaking markets, all day), the channel share of STAR One grew from 1.2 per cent in the first week to 1.4 per cent in the third week. Even during prime time, the channel share of STAR One increased from 1 per cent in the first week to 1.5 per cent in the third week (in the same audience base).

Ajay Vidyasagar, senior vice-president, content and communication, STAR India, says, "We are quite satisfied with the overall performance of the channel. With STAR One, we had aimed to reach viewers in the age group of 15-34, especially in the socio economic class of A, who had switched off from television. We have been successful in achieving this goal.”

While STAR One and its comedy shows have wowed male audiences, a show such as 'Remix' has managed to bring in the young metro women to STAR One, claims the channel. As per TAM Media Research (C&S, SEC AB, females, 10-24, Mumbai), the show got an all-time high TVR of 9.78 on November 6.

Commenting on the performance of shows such as 'Remix', a Delhi-based media planner told agencyfaqs! that it is the kind of show, which is expected to be popular among the youth, especially among young girls. This is the segment that has moved from cartoon channels but doesn't have a channel to move on to except for music channels such as MTV or CHannel [V]. This is also why this segment of audiences seriously lacks appointment viewing. Says Sandeep Tarkas, chief executive, Media Direction, ”The TVR for 'Remix' is certainly encouraging. The show could help advertisers reach the young female audience which is also called the 'Fair and Lovely' category.”

But not every one is impressed. For one, Gopinath Menon, head, media, TBWA India, says, "The channel performance hasn't been as satisfactory as it had promised.”

‚? 2004 agencyfaqs!