STAR Plus, which rules the Monday-Thursday & #BANNER1 & # television prime time, is now claiming its leadership even on Fridays. The turnaround happened with a K-series show, Kasautii Zindagi Kay being extended to Fridays.
As Ajay Vidyasagar, senior vice-president, marketing and communications, STAR India, says, "On June 24, Kasautii Zindagi Kay was extended to Fridays from the usual Monday-Thursday slot. And since then, the channel has experienced a spurt in viewership on Fridays."
As per TAM Media Research, (C&S, 4+, HSM), on Fridays between week 21-24, STAR Plus had an average relative channel share of 50 per cent vis-a-vis Sony and ZEE. This was before Kasautii.. was extended to Fridays. Subsequently, on Fridays between week 25-28, STAR Plus' average relative channel share grew to 57 per cent. During this period, Sony and ZEE got a share of 34 per cent and 10 per cent channel share, respectively.
Vidyasagar adds, "Interestingly, after Kasautii… was extended to Fridays, our other shows on Friday have also started performing better."
Between week 25-28, the average TVR of the comedy show 'Shararat' increased from 3.8 to 4.5. Similarly, the average TVR of 'LOC' increased from 4.3 to 5.3. And 'Kasauti...' managed an average TVR of 11.2 in the same period. Competing Kasauti… in at the same time slot is 'Fame Gurukul' on Sony and 'Sarrkkar… Risshton Ki Ankahi Kahani' on ZEE.
"We want to continue with this viewership growth on Fridays, and this is why we are extending the other two popular K-series shows, 'Kyunki Saas Bhi Kabhi Bahu Thi' and 'Kahin to Hoga' to Fridays. In addition, the launch of KBC 2 will be a big differentiator in our Friday line-up," Vidyasagar added.
As per the new Friday line up, while 'Shararat' will continue in its 8 pm slot, LOC will move to Saturdays, and will be replaced by KBC 2 at 9 pm. Another show 'STAR Shukravar' will go off-air, and will be replaced by a new show 'Baa Bahu Aur Baby' at 10 pm.
'Sara Akash', which was previously rescheduled on Fridays from a one hour show on Thursdays, will now go off-air, and will be replaced by 'Kyunki Saas Bhi Kabhi Bahu Thi' at 10.30 pm. 'Kahin To Hoga', which now airs from Monday to Thursday, will now be extended to Fridays at the same 11 pm time slot.
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