the new and improved Star Plus

Of late Star Plus has been undergoing a makeover. First it was the new logo. Then a new tag line- Rista wahi Soch Nayi.  But lets take a look if the channel is on the right track or is it overdoing it.

When the channel began with its new campaign “Rista wahi soch nayi”, it was unknown what was coming up from the channel. But of late, after seeing the new shows that are already on air as well as the shows that are about to air, it is very clear that the channel is gearing up for the young India. And in no way do they want to loosen their grip on the TRP charts.

Before going further lets take a look at the new shows that dressed the FPC of the channel. At the very onset of their campaign came Suhana with Sasuraal Genda Phool. The show was a romantic family comedy set in old Delhi. The freshness in the treatment of the show need not be mentioned again. The show rocked and it left behind all the tear jerkers, weeping behind. Then came Kali and Maryaada – two late night shows which were bold and realistic in their story as well as treatment. Both the shows had ratings that was fair to their time slot. Even the show from Balaji stable- Tere Liye, deals with a love story and thankfully there are no 20 year leaps in sight in near future.

Its not that the channel in order to cater to the young India, has forgotten their loyal family audience. This is where the channel scores again. For every Sasuraal Genda Phool, they have Saath Nibhaana Saathiya and for Tere Liye they have Gulaal. While Gulaal has a rustic setting, Saathiya is set in Mumbai, yet is revolves around the relationship between a saas and a bahu. ( And this show surprised everyone in the industry when it became the numero uno show of the country despite a very early time slot.)

Even the new shows that have been launched this weekend have a very young appeal. Infact Pyar Main Twist looks more like a Bollywood caper than a show that could be a prime time show on Star Plus. The other two shows, Luv U Zindagi as well as Wife Bina Life are also targeting the young indian audience. But at the same time, all these shows though might look youthful and fresh, they have maintained the core values that are essential to any middle class indian family. Truly ‘Rishta Wahi Soch Nayi”.

No one can beat Star Plus when it comes to programming. But I think they are overdoing their bit in promoting their new tag line. The female singing ‘ Rista Wahi Soch Nayi ‘ in every single ad beak has started sounding too irritating to the ears. Even their new ANTHEM is a major let down. Neither does the music appeal to the ears nor are the visuals any treat for the eyes. ( in fact Star Plus has some excellent videos in past be it for Star Parivaar or any other promotional purpose)

On the whole things seem to be working in the favor of the channel. the channel has once again started its ascent to the numero uno position and hopefully will be able to attain back its undisputed leadership amongst the Hindi GEC soon.

the new home theatres

India lives cinema, eats cinema and sleeps cinema. Bollywood has been an essential part of every Indian’s life. Love it or hate it but you cant ignore it. And imagine if cinema and television get clubbed together, they are bound to create waves.

This is what is happening in Indian television.  There was a time when television was called the poor cousin of the big screen. But today the fortunes seem to have reversed. The poor cousin has become an added source of income for the big Bollywood films. In some cases it becomes the only source of income (owing to their poor box office collection).

Of late there have been some changes in the programming strategies of a GEC. This change has become possible because the big film production houses have been a part of it. There was a time when a film was telecast on the GEC or for that matter even a movie channel only a year or more after its release. But its no more the case. Blue was telecast almost within first 8 weeks of its release. Even the last year’s hit Ajab Prem Ki Gazab Kahani was telecast within first four months of its release. This is not all. This has become a trend on indian television. Almost every second film released today is selling their satellite rights even before the release of their movie.

And to be frank it has been a win win situation for all three parties – the producers, the channel as well the audience. Now lets see how.  For the producers, television viewing rights helps them to recover their money. For instance, Blue bombed badly. The box office collections were dismal despite the hype built around it. Therefore in that case selling of the television right to Colors helped them to make up for their loss though only partly. Same can be the case with Action Repplay and Aisha.

For movies like APKGK, Peepli[live] and Dabbang, the case is a bit different.  These movies have been a hit at the box office. They have enough hype already generated around them. Therefore they are able to sell the satellite rights for a real good amount and they are able to add to their balance sheet.

For the channels its again a gain all situation. Of late the Bollywood hits have been scoring big time on the TRP charts. Both 3 Idiots and Dabbang were the highest rated program in their respective week of telecast. These Bollywood movies help to grab the eyeballs and help to increase the Gross Rating Points of the channel.

Also the channels leave no stone unturned to market the film using all possible medium to reach the target audience. Therefore the high cost to acquire the movie as well as to market them is the only reason why the net return on investment becomes low. But seeing the high trps its justifiable for channels to invest in big Bollywood movies once in a while.

After all television is the (POOR) cousin of the big screen....!!!