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STAR Plus hits all-time high in channel shares

By , agencyfaqs! | In | March 25, 2002
Going by the latest TAM figures, STAR Plus' growth has come from the cities, while competition is much stiffer for the four-years-plus age group among C&S audiences


Despite severe competition from both its rivals, Sony Entertainment Television and Zee, STAR Plus has been able to maintain its lead in TV ratings. Based on research agency AC Nielsen's latest TAM data, STAR Plus has claimed an all-time high prime-time channel share of 24, for city-based audience segments. What is interesting is that the growth is highest in the metropolitan cities. The data is for the week March 3 to March 9, and covers nine cities - Mumbai, Delhi, Bangalore, Hyderabad, Chandigarh, Kanpur, Ahmedabad, Chennai and Kochi.

The TAM data clearly shows the highest growth for STAR Plus has come from the cities. Between March 3 to March 9, the channel saw its prime time (8.00 pm to 10.00 pm) share reach an all-time high of 24 per cent for this audience segment. The highest growth was in Mumbai (22 per cent), followed by Kolkata (18 per cent) and Delhi (14 per cent), over the previous week.

STAR Plus ascribes its performance to the strong showing of the 9.00 pm shows. Seeking to squelch speculation that the "bahu" serials are finally running out of steam, and that the 20-year future leap of its top soap Kyunki Saas Bhi Kabhi Bahu Thi (KSBKBT) is an act of desperation, the channel asserts that the new phase of the KSBKBT saga has seen a hike in its ratings, from 10.5 (before relaunch) to 13.1 during the week March 3 to March 9. What is interesting is that for the four-years-plus age group in C&S homes, for the week of March 3 to March 9, the show has a Monday to Thursday average of 10.79. This is, more or less, what it has always had. The show runs Monday to Thursday, 10.30 pm.

As usual, the channel's new shows are doing well. STAR Plus' new prime time Karaoke show (Thursdays 9.00 pm) Kismey Kitnaa Hai Dam (KKHD) anchored by popular singer Sonu Nigam, got a TVR of 8.7 from the panel of nine cities (week March 3 to March 9). Overall, for the four-years-plus audience segments in C&S homes the show attained the No 10 position with a TVR of 7.29.

What has to be remembered is that KKHD is a brand new show. Audience fascination for anything the debuts, combined with STAR Plus' channel equity might have played a major role in its performance, say analysts. What industry observers are watching is whether the lead is maintained by KKHD.

Kamzor Kadii Kaun too did very well during the initial days of its launch, making it to the Top 10; but now it is at number 14 with a TVR of 6.22 (for the target group four-years-plus in C&S homes, during the week March 3 to March 9). On the other hand, among the metro-based audience segment, the show has a slightly higher TVR of 7.2.

Among the other strong movers in the channel's bouquet are Kaahin Kisi Roz (Monday to Thursday 11.00 pm to 11.30 pm), which has touched an all-time high TVR of 8.1, with three consecutive episodes showing a rating of 8-plus in the latest week. However, the show has an average weekly TVR of 6.22 for the target group four-years-plus in C&S homes (in the week March 3 to March 9).

In the 8:30 pm to 9.00 pm slot, Kasauti Zindagi Kay stands at a high of 7.4. The show has an average weekly TVR of 6.10 for the four-years-plus age group in C&S homes, for the week March 3 to March 9. It is this show that is pitted against Sony's Dhadkan (Monday to Wednesday, 8.30 pm), and Hubahu (Thursday, 8.30 pm) - the new shows Sony launched last month. © 2002 agencyfaqs!

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