Even by not hosting reality shows like its Hindi general entertainment channel rivals ? Colors, Zee and Sony ? Star Plus is banking on new shows, movie premieres and new time bands to generate ad revenues of Rs 1,000 crore.
So far, no Hindi GEC has managed to generate Rs 1,000 crore in advertising revenue ever. The closest to reach the mark was also Star Plus in 2007-08 when it managed around Rs 940 crore before the economic slowdown hit ad revenues of broadcasters.
According to media planners, television generates over Rs 9,000 crore in advertising revenue and therefore one channel of Star network cornering 12% share amidst the 500 odd television channels in the country is an achievement.
Star Plus is also aiming to cross the weekly 400 gross rating point (GRP) barrier on a consistent basis by lining up at least 4-5 shows in the next four months, primarily led by the fiction genre. Star Plus currently generates 40% of the Star networks GRPs. This share is also expected to grow with increase in the GRP of Star Plus, Star insiders said.
?Star Plus has managed to lead the Hindi GEC space for over four months now. It has also outpaced its rival by 100 GRPs for nearly eight weeks. And this is because of the new shows (mostly fiction) that we have launched since February.? ?Fiction shows have brought us great viewership and contrary to perception that reality shows are creating the buzz, it is the daily soaps and dramas that have helped Star Plus become a dominant leader,? Anupam Vasudev, executive VP, marketing & communications, Star India, told FE.
According to Vasudev, Star Plus has managed to create new time bands at 11 pm and 11:30 pm and is constantly reviewing its shows. ?If a show does not deliver or there is nothing new to say in its storyline, we will replace it with another show,? Vasudev said.
According to experts, while rival Hindi GEC are buzzing with reality shows like Bigg Boss on Colors, Kaun Banega Crorepati on Sony and Saregamapa Singing Superstars on Zee TV, Star Plus has less than 10% of its total programming hours dedicated to reality shows. Speaking about the performing shows on Star Plus, Vasudev said fiction shows like Sasural Genda Phool, Man ki Awaaz Pratigya, Bidaai and non-fiction like Music Ka Mahamuquabla, Zara Nach Ke Dikha, Chhote Ustad gave the channel an upper hand.
Hindi movie acquisition is also among the top agenda for Star Plus which recently acquired the satellite rights for movies like I Hate Luv Stories and Action Replayy. ?At least one-third GRPs on Hindi GEC comes from movies therefore we will continue to showcase new movies too,? Vasudev added.