STAR Plus has three shows in the `Super A' original airing category - Saans, Tu Tu Main Main and Kora Kagaz. For a 30-second spot buy, the rate for this new block is Rs 1.91 lakh.

The channel has also introduced a Sunday Matinee block which is priced at Rs 1.27 lakh per 30-second spot. The changes have come into effect early this month. STAR TV last revised its rate card in September 1998.

While STAR News (English) is the highest rated programme at Rs 2.12 lakh, the 30-second spot for STAR News (Hindi) will cost Rs 85,000. The earlier rates were fixed at Rs 1.57 lakh and Rs 67,500, respectively.

The programmes have been divided into six categories - Super A, A+, A, B, C and D (repeat airings). The other categories are special events, superhit movies (regular), Sunday Matinee and 12 hours of run-on-schedule.

The A+ original airing category has shows like Rendezvous with SimiGarewal, Tanha, Saboot and STAR Bestseller and is priced at Rs 1.38 lakh per 30-second spot, up from Rs 1.12 lakh. The spot buy for the A category English and Hindi original airing shows has gone up from Rs 67,500 to Rs 82,875. Under category A, there are shows such as STAR Talk and I Love My India while the B category (from Rs 24,000 to Rs 34,000) has programmes such as India Business Week, Janata Ki Adalat and Amul India Show. Good Morning India, A Mouthful of Sky and Swabhimaan are some of the shows which fall under category C. The rate has been marginally increased from Rs 15,000 to Rs 19,125. STAR Plus has a rate for all the repeat airings of its shows under the D category. According to the rate card, the 30-sec. spot buy has been revised from Rs 8,000 to Rs 12,750.

The channel has a 12-hour run-on-schedule rate. Advertisers will have to pay Rs 12,750 to be on the channel spread across the day, up from Rs 10,000. Spots on special events-based shows will cost Rs 1.70 lakh (earlier Rs 1 lakh) whilesuperhit movies (regular) are priced at Rs 2.5 lakh. Spot buys on blockbuster movies were Rs 1.12 lakh.

How effective will STAR Plus' rate hike be? Most media analysts feel the channel is not in a position to be firm on the new rates. Said Nandini Dias, national media director, Interface Communications, "after the increase in Hindi programming content, STAR Plus has moved from an upmarket to a `me-too' channel. They are placed a clear third, behind Zee and Sony . It is debatable whether they can afford a rate hike, unless they prove themselves."