MUMBAI: Some observers wondered whether Star India's management had gone bonkers. Entertainment sweepstakes leader Star Plus was launching a clutch of new high cost shows just before the biggest Indian television spectacle - the cricket World Cup which is likely to eclipse all other television viewing.
But apparently Star India's management and programming team knows what it is doing. And that has been bolstered by the ratings the newly launched shows have notched up. Kashmeer, Kucch Kar Dikhana Hai, Shararat-Thoda Jaadu Thodi Nazaakat, Karishma Kaa Karishma, all figure in TAM India's C&S homes Top 50 list for week four, 2003.
The new fare on Star Plus is a mix bag of soaps, serials, game shows. The entire promotional campaign revolving around the new launches seems to have encouraged sampling amongst the viewers.
A Star press release says that the Friday line-up, Karishma Kaa Karishma, opened with a rating of 5.8, Kucch Kar Dikhana Hai with 7.9 and Shararat-Thoda Jaadu Thodi Nazaakat with 6.8 (Source TAM, C&S 4+, 9 cities).
The TAM ratings for week 4 show that Star Plus continues to hold on to the top position and have a grip over the viewers week after week.
To top it all Star Plus in week 4 has managed to capture even more slots of the 50, with its share of the top programmes amongst Hindi entertainment channels going up to 47. Sony Entertainment has the remaining three whereas Zee has drawn a blank.
The 9:00 -10:00 pm shows have also attained all-time high ratings with Des Mein Niklla Hoga Chand at 11.0 (as against second placed Sony's Kkusum at 3.5) on Monday, Kehta Hai Dil with 8.1 (as against second placed Kkusum at 3.5) on Tuesday; and Sanjivani -A Medical Boon with 9.7 (as against second placed Kkusum with 3.8) on Wednesday.
The release states that Star Plus also touched its highest ever all-week 24-hour share of 15.4 per cent in week 4 of 2003 as compared to 15.1 per cent in the week 27 October- 4 November 2002.
The shares for the Monday-Thursday 10:00 - 11:00 pm. slot stood at an astonishing 43 per cent, the release points out. Regional cable with 10 per cent and Sun TV with 6 per cent followed suit.
