The channel will launch a marketing campaign announcing the extension of its programming lineup.
BestMediaInfo Bureau | Delhi | November 25, 2010
The young, urban Hindi GEC, STAR One, strengthens its programming portfolio with the extension of its primetime programming to Saturdays in order to give a boost to its viewership and to fill in the gap of fiction based shows over the weekends.
Starting November 27th, the channel will extend all of its primetime shows from five days a week (Monday – Friday) to all Six days a week (Monday – Saturday).
Commenting on the occasion Nikhil Mirchandani, GM, STAR One, said, “In the last few months, we have introduced a slew of new shows in order to refresh our programming lineup focusing more on the young, urban, decision-making women. Taking a step forward to strengthen our new lineup, we are delighted to provide more of what our viewers love with the extension of our primetime programming to Saturdays.”
“At present, all GECs air reality and other non-fiction shows over the weekend. STAR One is extending its lineup to Saturdays to fill this gap and cater to the fiction based viewers over the weekends (Saturdays),” he further added.
An insight from the TAM data highlights that Saturday viewership pattern is similar to that of the weekdays i.e. Monday – Friday. This is also proven by the good performance by special fiction episodes on the Top 3 GECs (e.g. Maha-episodes of fiction shows on Star Plus, Colors & Zee TV).
With this initiative, STAR One will become the first Hindi GEC to air fiction shows on Saturdays as well. Hence, it would provide an interesting alternative to the audiences giving a break from the reality and non-fiction shows that run on other channels.
STAR One will also be launching a marketing campaign announcing the extension of its programming lineup playing along the core thought - “aap shaniwaar ko kya kar rahe hai?”