India has started an innovation called a "print serial". Jahan Pe Basera Ho, a daily show on STAR Plus, now has a print version in the regional newspaper, Dainik Bhaskar.
The print version, which was started a week ago, is available to Dainik Bhaskar readers in Bhopal and Indore as of now.
Jahan Pe Basera Ho airs from Monday to Friday at 12.30pm. STAR Plus introduced the show in the afternoon time band in late September. The tieup with Dainik Bhaskar happened later. Only Mid-Day has been known to carry print versions of television programmes before this.
The channel started the exercise in order to get more tune-ins. "We wanted to take the storyline outside television and the next best medium to reach out to our prospective viewers was print," says Prem Kamat, vice-president, marketing, STAR India. The layout, he explains, is designed in such a way that it ends on a high point, leaving the reader curious to read the next day's episode.
The channel plans to take the print serial to various cities. Soon, it will be featured in other editions of Dainik Bhaskar. Kamat says STAR may take it to other leading publications as well. Plans are also on to make print serials out of other daily shows on STAR Plus.