Apart from prime-time shows that are the forerunners for STAR Plus, what also contributes to a great extent in maintaining its leadership among cable and satellite channels are its afternoon programmes. This time band stretching from 12.30 pm to 4.00 pm on weekdays, has emerged as an important one for Indian's No 1 channel, which it has occupied with a clever mix of originals and repeats.
For the week of July 6-12, 2003, for instance, 25 entries out of STAR Plus' total tally of 61 in the C&S Top 100 were shows telecast during the afternoon time band. Further, almost all afternoon programmes were represented on the list with notable peaks being Kumkum (telecast at 1.00 pm), Bhabhi (1.30 pm) and the repeat of Kyunki Saas Bhi Kabhi Bahu Thi (2.00 pm). Their scores were: Kumkum - 6.4, Bhabhi - 5.9 and Kyunki - 4.9 for episodes telecast on July 10.
The picture a few months ago was no different. In the week of May 11-17, 2003, STAR Plus' overall tally in the TAM C&S Top 100 was 59, with the afternoon shows making up an awesome 23. Kumkum was the leader again with a TVR of 6.8 (for the episode telecast on May 15), Bhabhi lapped up a score of 5.4 (episode telecast on May 13), while Kyunki (episode telecast on May 12) stood at 4.2. (Base population: C&S 4+; All India surveyed).
Quite clearly, the afternoon time band has been fertile territory for STAR Plus with the channel seeing the opportunity to cash in on viewership during this slot quite early on. "STAR saw the importance of capturing eyeballs beyond prime time," explains a media analyst based in Mumbai. "It consciously invested in the afternoon time band, cultivating and promoting it."
Typically, the afternoon time band attracts the homebodies, especially, housewives who lounge for a while after lunch. With no external disturbances, this time band becomes their exclusive preserve with the women taking charge of the remote. "What a broadcaster has at his disposal, is a captive audience waiting to be tapped," explains a senior media planner.
And STAR capitalised on this audience base with a mix of repeats of popular prime-time shows Kyunki, Kahaani, Kasautii Zindagii Kay and Kahin Kissi Roz, as well as new afternoon programmes including Bhabhi and Kumkum, which were launched last year, Shagun, launched ahead of the two, and Kabhi Aaye Na Judaai, which went on air this January.
Advertisers too see merit in making their presence felt during the afternoon time band with a number of mass players, precisely FMCG companies, parking their monies during this time frame. "Unlike prime time, when reach is greater since viewership is diffused across the family, the afternoon time band has lesser reach but greater time spent on account of the housewife's control over the remote. For advertisers eager to target the woman, this time band is definitely a fabulous opportunity," states a media observer.
So with prime time and afternoon viewership firmly under its belt, it is to be seen whether STAR Plus can repeat the magic with a new time band. © 2003 agencyfaqs!