Posts Tagged ‘Star Plus’

Star Plus’ Super marketing for MasterChef

October 18, 2010

Star Plus Logo

The first two weeks of October have already seen the launch of two mega shows with big celebrities – Bigg Boss on Colors with Salman Khan as anchor and the Amitabh Bachchan-hosted Kaun Banega Crorepati on Sony Entertainment Television.

The third show to hit the airwaves from Saturday is Star Plus’
MasterChef – the cookery-based reality show hosted by Akshay Kumar.

Both Colors and Sony didn’t leave any stone unturned to create hype on their mega shows. Now it is time for Star Plus to see that the launch on 16 October gets maximum attention as a result of an elaborate 360 degree marketing plan with on-air, print, radio, outdoor and internet activations.

The channel first launched its music video with host Akshay Kumar, which had innovative use of kitchen sounds and visuals to recreate the show as a musical. Later, it used all its network strength to promote the show with concept explanation promos, use of graphics for channel indents and transition bumpers shot with Akshay Kumar and with Star Plus leads.

Later, countdown promos, footage promos, on-air secondary elements, 24 hour countdown clock across networks channels and in-show integrations across all key shows on Star Plus were used.

Star Plus is also doing a two-minute roadblock on the show concept across network channels as well as on external channels – CNN IBN, IBN7, NDTV 24×7. NDTV India, News 24, Live India, Times Now, Aaj Tak, Headlines Today, Tej, IBN Lokmat, E24, Star News and Star Majha.

Also, the music video is playing as part of content on Channel [V].

Meanwhile, on the radio platforms, Star Plus has launched a one-week campaign with high frequency spots across stations including Radio Mirchi, Radio City, Big FM, Red FM, Fever FM, Radio One and My FM. More than 40 spots a day are played. This includes listener interactivity, hourly countdowns, interview with Akshay Kumar on day of launch, RJ mentions and sponsorships.

For print, the channel booked covers, adverts and editorials across Grihashobha, Mukta, Sarita, India Today and multiple trade magazines. It also did a deal with Media Net for promotion in launch week.

Star Plus has used innovative strategies for outdoor activations. Glowing microwave and mobile vans with life size mixer and Akshay cutouts were used in Mumbai.

The channel also took 400 plus units across Mumbai, Delhi,
Chandigarh, Ahmedabad, Jaipur and Lucknow to promote the show. It is also using transit media through bus wraps, railway station branding and bus backs and kiosks.

The most innovative promotion that the channel did for MasterChef was its online premiere even before the launch of the show on 14 October.

MasterChef will air every Saturday-Sunday at 9 pm.

Star India Plus rolled out on America’s Verizon FiOS TV

September 28, 2010

Star India’s flagship Hindi General Entertainment Channel, Star Plus has been rolled out on the network of Verizon FiOS TV for the viewers across America.

Verizon FiOS TV has a bouquet of nearly 40 other international channels covering more than 20 languages, to bring people of South Asian origin a choice fare in the US.

The channel began launching on FiOS TV this week and will be in all markets by Monday. It will be available in the South Asian Package which comprise of other popular channels such as Zee TV, TV Asia and SET Asia.

“The addition of STAR India PLUS to the FiOS TV channel line-up further enhances our overall multicultural offering with new content that includes favourite dramas, game shows and more,” said Terry Denson, Vice President of Content Strategy and Acquisition for Verizon.

David Wisnia, Star’s Senior Vice President of Distribution, Sales and Marketing and Head of Star’s North American office, said, ‘We are absolutely thrilled to be making Star India Plus available to FiOS TV subscribers.”

Salman Khan to host Bigg Boss 4 on Colors

August 3, 2010

The stage is being set for Bollywood stars to fight for eyeballs on the Hindi general entertainment channels (GECs).

Bollywood hunk Salman Khan is taking over as the host of Bigg Boss season 4 on Colors. Sony recently announced it would have Amitabh Bachchan to host Kaun Banega Crorepati, the game show that had changed the fortunes of Star Plus.

Colors has roped in Khan to replace Bachchan, who had donned the hat of ‘Pop Philosopher’ in the third season of the format show on the Hindi GEC. Sony, on the other hand, has put its other game show, Khan-hosted Dus Ka Dum, on the backburner.

As both KBC 4 and Bigg Boss 4 are expected to break at the same time, it will be interesting to see how Bachcan and Khan manage to gain audience attention.

Speaking about the new season and the new host, Viacom18 Group COO and Colors CEO Rajesh Kamat said, “BIgg Boss is one show that cuts across both – India as well as Bharat, in popularity and appeal. The coming together of India’s most ‘wanted’ superstar with India’s most wanted reality show only means one thing – entertainment extravaganza for Colors’ viewers.”

Khan is currently busy promoting his new film Dabangg, in which he reinvents himself as a corrupt cop with a comic streak.

Star Plus turns “Ruby Red” on its 10th anniversary; acquires new logo and appearance

June 18, 2010

During the huge viewership fascinator event Star Parivaar Awards 2010, India’s flagship General Entertainment Channel Star Plus has unveiled its new logo and appearance. With a tag line of ‘Rishte Wahi, Soch Nayi’ this popular channel is all set to play a new 10 years long innings. The channel has just completed its 10 highly successful years of existence in the Indian TV entertainment space.

The revamping of Star Plus’ logo has been done by UK-based Venture 3 while eminent advertising agency Ogilvy and Mather is the creative agency.

Star India CEO Uday Shankar flaunted the new assets of Star along with the Bollywood superstar Shahrukh Khan on the occasion and said, “I am pleased to announce the brand refresh for our flagship channel Star Plus. This is the first time in the history of television brands in India that an attempt to refresh has been made with such depth of detail, permeating to the core of its business”. He further added, “The new logo is a ruby star which is feminine, strong, full of energy and life. The white swoosh, lit from within and represents inner strength and quest for fulfilment.”

Star Plus has also worked on the restructuring of its programming and content to replenish the channel in a new way. The channel is going to facilitate its viewers with new shows like ‘Chaand Chhupa Baadal Mein’ and ‘Master Chef’ to be hosted by Bollywood actor Akshay Kumar. Ongoing programmes will continue entertaining viewers with the same pace.

The makeover comes at a time when Star Plus has emerged as the leader among GECs, after 22 weeks. Viacom 18’s Colors had bagged the slot on the GRP chart.

“India has always been a land of new thoughts, which had perhaps been forgotten in our preoccupation with development, and Star Plus aims to revive convention through its refreshed brand promise of ‘rishte wahi, soch nayi’. We are committed to entertaining our viewers with content that propels them in a new direction and setting the agenda for entertainment on Hindi GECs.”

Star Plus takes credit of imparting a new definition of entertainment to the Hindi TV viewers a decade ago with its popular Saas-Bahu daily soaps. It extended its ambit of programmes by covering different genres of comedy, suspense, cookery shows, quiz shows like Kaun Banega Crorepati, drama and horror etc.

Star India, a fully-owned subsidiary of News Corporation, broadcasts 32 channels in eight languages to more than 168 million people every week across India and more than 65 countries across the globe.

Star Plus reinvents; wears new look

June 14, 2010

Ten years ago, Star Plus went all-Hindi to give rise to a new wave of ground-breaking shows that redefined the programming strategy for Hindi general entertainment channels. The flagship channel from the Star stable sketched out the Indian society, with almost universal acceptance, through the saans-bahu sagas and the most popular KBC.

However, a decade later, the society narrated a different story catapulting the need to bring in refreshed communication for the changing viewership preference.

And reading the notes right, Star Plus is now ready to hurl a refreshed and brand new identity to feed the audience needs for the next 10 years.

The channel will launch its new brand logo, dressed in the new-fangled tagline ‘Rishte Wahi, Soch Nayi (Old relationship, New thinking)’ on 13 June with the Star Parivaar Awards 2010.

Star Plus reports highest GRPs in 94 weeks

May 12, 2010

Wednesday brought good news for Star Plus, the flagship Hindi entertainment channel from the Star India stable. TAM ratings for week 19 showed that it had managed to generate its highest GRPs level in 94 weeks (almost two years).

Star Plus has been involved in a battle for leadership with its two major rivals Colors and Zee TV. For a large part of this year, Colors has been at the forefront with both Zee TV and Star Plus sneaking ahead for a week or so.

But in the week ended 8 May it has taken a giant sized piece away from its rivals by generating GRPs of 337 (HSM C&S 4+), which is 59 points more than its nearest rival Colors.

Colors notched up 278 GRPs which means that it shed 10 points over its week 18 performance. Zee TV shaved off 12 GRPs to close at 267 and ended up at the No 3 spot.

Star Plus on the other hand gained 51 GRPs on the back of a strong weekend performance along with a healthy weekday afternoon band and its movie lineup.

Says a Star spokesperson, “While weekend original programming contributed 33 GRPs (13 in previous week) to the channel, movies attracted an additional 15 GRPs (4 in the previous week).”

Its movies on 2 May De Dhana Dhan and Aladin delivered 1.5 TVRs at 5:30 pm and 0.8 TVRs at 1 pm respectively. What worked well for the channel was its one hour weekend special for its Monday to Friday show Pratigya. The special racked up a 11 per cent growth for the show by generating 5.5 TVRs.

The channel has also garnered the number one spot in the weekday afternoon adding three GRPs to its last week performance of 30. Meanwhile, Colors and Zee remain stable at 17 GRPs each in the slot.

“While Colors is still to gain firm ground in the afternoon slot, Star is already firmly entrenched in that time band. Their strategy to shift their non-performing primetime shows to afternoon seems to have worked well for the channel,” says a media observer.

Colors’ GRPs drop was primarily led by weekend movies (29 GRPs as against 43 GRPs in the previous week), weekday primetime shows (119 GRPs vs 122 GRPs last week), and weekend original programming (11 GRPs vs 14 GRPs last week).

“Weekend movies have always helped Colors bulk up GRPs. This week too, the channel screened five movies. However, they failed to score for it,” says a media observer.

The movies that the Colors aired showed include Munnabhai MBBS, Bhoot Unkle, Yeh Dil, Bhaghban and Toh Baat Pakki.

Chak Dhoom Dhoom (Fri-Sat 9:00 pm) too slid as it averaged three TVRs [3.7 last] in its second week.

Zee TV ruled the week in both fiction and non-fiction with its shows Pavitra Rishta (5.5 TVRs vs 5.4 last week) and DID Li’l Champs (5.2 TVRs vs 6.6 last week) respectively scoring the highest GRPs amongst all GEC channels.

“DID Li’l Champs average viewership fell leading to the GRPs fall. The movie lineup for the week was also weak,” says a media analyst.

The movies on the channel this week included Dhol, Yaadein and Garam Masala.

Sony, the No 4 player (179 GRPs) will really have to take a hard look at its Yash Raj created content. The shows continued to sag with all of them raking up below 0.5 TRPs. Old hand CID contributed 72 GRPs while its new season of Indian Idol (Monday to Thursday 9 pm) was the star performer with 68 GRPs.

A peep at the performance of the other GECs: Imagine clocked 93 GRPs in the week (from earlier week’s 104 GRPs), Sab 78 GRPs (80 GRPs last week) and Star One 34 GRPs (40 GRPs last week).

Star Plus’ ‘Moment of Truth’ arrives to take on Colors

July 26, 2009

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.

Star Plus to co-sponsor Kolkata Knight Rider

April 17, 2009

Hindi general entertainment channel Star Plus has partnered with Shah Rukh Khan’s Kolkata Knight Rider (KKR) as co-sponsor for the IPL franchisee.

As part of the sponsorship deal, KKR players will have the Star Plus logo displayed on the back of their T-shirts during the matches.

Says Star Plus EVP and GM Keertan Adyanthaya, “Star Plus and Shah Rukh Khan have had a long-standing association with each other. It is indeed a pleasure to have the Kolkata Knight Rider team wear T-shirts with our logo as they endeavour to win the IPL.”

GEC Genre: Star Plus & Colors grab 24 % share each in Week 4

February 1, 2009


The leadership ladder in the Hindi general entertainment channel (GEC) genre is all set for a significant makeover as Colors has emerged as a dominant contender for the top slot. Both Star Plus and Colors have grabbed a 24 per cent share each in the overall GEC pie. 

For the fourth week of 2009, only 7 GRP (gross rating points) separates Colors from the current leader Star Plus. According to data by TAM Media research data covering C&S 4+, Star Plus has increased its GRP from 271 in Week 3 to 293 in Week 4, while Colors has increased its GRP from 263 in Week 3 to 286 in Week 4.

Zee TV comes in third place increasing its relative share to 18 per cent and its GRP have gone up from 195 to 221. The channel beamed live the grand finale of its popular singing reality show, Sa Re Ga Ma Pa from the Gateway of India on January 24, which got a TVR of 4.9.

At number four are Sony and NDTV Imagine. From a relative share of 8 per cent in Week 3, Sony has witnessed a decline to 6 per cent in Week 4, as its GRP have fallen from 93 to 74. NDTV Imagine has remained steady with a 6 per cent share and its GRP have increased from 65 to 73. 

Star One and Sahara one are at fifth spot with 64 and 54 GRPs, respectively, both the channels garnered a 5 per cent share each. In terms of GRP, Star One has lost four points, while Sahara One has gained eight points from Week 3.

Sab TV is at number six, with a 4 per cent share and has seen its GRP fall from 52 in Week 3 to 47 in Week 4. 9X and Star Utsav, with a 3 per cent share each, have garnered 33 GRP each, and stand at number seven.

Kyunki case: Star Plus wins over Balaji Telefilms

November 4, 2008

The Bombay high court has dismissed Balaji Telefilms’ petition against a termination notice issued by Star Plus kyunki it accepted the channel’s stand that “viewer fatigue” had set in for the long-running saas-bahu serial.

Unless Balaji goes in appeal and gets some relief, Kyunki Saas Bhi Kabhi Bahi Thi could well be off air after the next three prime-time episodes, ending Thursday. The HC refused to stay its order.

Vacation judge Justice J H Bhatia took four episodes’ worth of time to hear the matter on Monday before holding in favour of Star TV. Balaji had engaged legal giant Ram Jethmalani as its counsel but the judge accepted the channel’s argument that it would face an “irreparable loss” if the eight year-old serial was allowed to continue despite fallen TRPs.

The family drama produced by actor Jitendra’s wife Shobha Kapoor and daughter Ekta had launched the career of many TV stars. Last month, Star TV had issued a termination notice to Balaji to change the story line for Kyunki… and end it by November 10. Balaji dragged Star to court saying the termination was uncalled for and violated their agreement.

Jethmalani said the clause governing fall in TRPs as a condition to terminate the contract should be based on TRPs from August end and not July as was done.

Maharashtra’s advocate general Ravi Kadam, counsel for Star TV, took the court through the agreement signed between the channel and Balaji and said Jethmalani had sought to “put a gloss” on the agreement by arguing quite to the contrary of what producer Kapoor has submitted on oath.