The broadcaster will strengthen its programming on each channel, both in the prime time and non-prime time slots. Programming has been given equal thrust during weekdays as well as weekends.
"We expect our channels to be the top four channels in the Hindi general entertainment genre," said Puneet Johar, senior vice president (marketing), Star India.
"The programming content on all the channels are being given a new thrust. We are strengthening our position in slots where we were not strong," Johar said.
The channel has already taken this step in the case of Star Plus, by re-launching Kaun Banega Crorepati Part-II during the weekend.
"We did not have any compelling offers during the weekend, which was being capitalised by our competitors. But with KBC II, we have the strongest property that is available in the weekend across channels," said Johar.
With the re-launch of the game show, Star Plus got a big push to its fortunes. The programme, which helped it to rise to the number one position in market share in its first avatar, is also pushing weekend viewership of the channel.
With Star One, the broadcaster claims to be giving a stiff competition to Sony and Zee and expects it to become the number two entertainment channel soon.
It claims that the channel reaches out to 71 per cent of the population in the first three months of the launch itself. "Star One is gaining more appeal amongst viewers.
It was started as an upmarket product. Now, while maintaining that image it is extending the each to other markets too by offering alternate entertainment," Johar pointed out.
Star One will also be launching a series of shows, including reality shows, to spruce up its market share. The channel is betting big on its soon to be launched dance show Nach Baliye and expects the show to gain considerable viewership.
In the case of Star Gold, the movie channel, Star wants to position it as the movie premier channel. "We are moving all movie premiers to Star Gold. This will help it cut a niche for itself," he said.
Media buyers seems to be slightly skeptical of a situation like this. "If one broadcaster has all the top three properties, advertisers will not have much
choice, but to go that particular broadcast network. But as long as it delivers him the numbers and viewers, it should be fine," said a senior executive with a media buying company.
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