STAR Plus arms itself to fight the afternoon battle

By Sangeeta Tanwar , afaqs!, New Delhi | In Media Publishing | February 12, 2009
The top two general entertainment channels, STAR Plus and Colors are taking the battle to the afternoon slot with fresh shows

The top two general entertainment channels - STAR Plus and Colors - are fighting a close battle during the prime time. It seems that both the channels have realised that winning the afternoon battle could be a deciding factor.

While Colors is planning to create an afternoon slot -- which it didn't have until now - STAR Plus, is also strengthening its afternoon slot with three new shows -- Phool Kamal Ke, Shradhha and STAR Vivaah. These three new shows will be launched in April. As of now, Colors has been airing its prime-time shows in the afternoon, which has given its GRPs a huge impetus.

Phool & #BANNER1 & # Kamal Ke is a love story depicting how love knows no boundaries and surpasses social norms and barriers. The second show, Shraddha, produced by Siddhant Cinevision, centres around the young protagonist's dedication towards her family.

STAR Vivaah, the best bet of the channel, is a reality based matrimonial show involving eligible young men and women hunting for their ideal matches and tying the nuptial knot on screen. STAR Vivaah will be produced by BAG Films.

Keertan Adyanthaya, executive vice-president and general manager, STAR Plus, says, "The three shows offer distinctive storylines and characters easy to relate to. The fresh shows are an attempt to strengthen our afternoon slot."

Shows such as Kumkum - Pyara Sa Bandhan, Hamari Devrani, Grihasti and Karam Apna Apna will be replaced in the afternoon time band. The first show to go off air will be Karam Apna Apna.

Phool Kamal Ke will replace Kumkum - Pyara Sa Bandhan at 1 pm, Shraddha will replace Karam Apna Apna at 2 pm and Grihasti will give way to STAR Vivaah at 2:30 pm.

The move of scheduling the big ticketed show, STAR Vivaah, in the afternoon time band comes as a surprise. Adyanthaya reasons, "We believe that content that is sticky can generate viewership in unconventional slots - a case in point is Aap Ki Kachehri."

The channel plans to roll out its mixed fare of fiction and reality for the audience in the middle of April.

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