Take Colors head on. That seems to be Star Plus’ programming plan after ‘The Moment of Truth’ (Sach Ka Saamna) has arrived.
Showing signs of aggression, after being put on the defensive for some time, Star Plus is getting back the Kiran Bedi-hosted Aap Ki Kachehri to fight against Colors’ top-rated show Balika Vadhu. The television reality-justice show, which had a successful first run, is returning from 5 August at the 8 pm slot as its original position is taken away by the polygraph-tested reality show
Sach Ka Saamna.
“Star Plus is getting on the offensive as they will have two daily prime time reality shows. This could change the game. And we were not expecting Aap Ki Kachehri to occupy the 8 pm slot,” says the programming head of a leading Hindi general entertainment chann
Moving Aap Ki Kachehri into a new time zone could test the strength of the show. When it was launched at the 10.30 pm slot, it had a male skew viewership. “The 8 pm slot in Hindi GECs is female dominated. The contest with Balika Vadhu will also be interesting as both are non-conventional in approach,” says a media analyst.
Aap Ki Kachehri drew in more audiences from the northern region and in smaller towns, similar to the viewing base of Balika Vadhu. “We expect Aap Ki Kacheri to expand the market. It could also take away some audiences from Balika Vadhu. We expect it to do a bit of both,” says Star India EVP marketing and communications Anupam Vasudev.
Vasudev also expects Aap Ki Kachehri to garner audiences from the non-GEC channels. “There is a significant male viewing population in the non-GEC channels at 8 pm. The show tends to draw in viewership from these channels,” he says.
Star Plus’ relatively weaker show, Kis Desh Mein Hai Meraa Dil, at 8.30 pm is being refreshed with Sajan Ghar Jaana Hai. The channel hopes the new show would have a lead-in advantage from Aap Ki Kachehri.
“Star Plus is creating an 8-9 pm band. And it is the right time to be aggressive and get in Aap Ki Kachehri as Zee TV’s new shows are also picking up. If they would have waited for Sach Ka Saamna to complete its run before getting in Aap Ki Kachehri, it would, perhaps, have been a bit late. This is the right time to strike when Sach Ka Saamna is creating a ripple,” says a media observer.
Star Plus is also strategically pushing the two prime time shows Kis Desh Mein Hain Mera Dil and Raja Ki Aayegi Baarat to the afternoon band. “They have enough steam left in them to do well in the afternoon band,” says Vasudev.
Star Plus, Colors and Zee TV are in fierce battle to stay as No. 1 in the Hindi GEC space.