MUMBAI: Spiritualism seems to have worked for Star Plus.

Its three new shows that have blocked a two-and-a-half hour band on Sunday mornings with a mixed dose of spirituality, religion, leisure has captured the minds of viewers, claims the channel. If ratings are an indication, then Star avers that it has emerged a clear leader in the so far ignored Sunday morning slot.

Gurukul, Jai Mata Ki and Yatra have helped Star Plus catapult to the No.1 position as the most watched satellite channel on Sunday mornings. Star Plus' channel share for the block is 10.2 for August Sunday mornings. Compared with Sony's 8 and Zee's 4.2 (TAM C&S 4+, 9 cities Sundays 8:00 a.m. - 1:30 noon), Star Plus' Sunday mornings are apparently much more blissful.

The leader in its slot is Jai Mata Ki, which had a channel share of 14.3 on 4 August, 16.1 on 11 August, 13.3 on 18 August and 13.7 on 25 August. Yatra, which is a very different concept and a first of its kind, is also leading in its slot, claims Star.

The strategy of identifying different slots and then scheduling programmes for them seems to have worked for the channel. It claims the number one position in the early prime time slot of 7 pm to 9 pm and the prime time slot of 9 pm to 11 pm as also in the afternoon band and weekends, and now the Sunday morning slot.

And it is more than reflected in the ratings as well. Market research agency AC Nielsen's TAM Media data just released (for the week 15 to 21 September in all C&S homes) has Star Plus' shows occupying all the Top 30 positions. In fact, SET India's Kkusum is the highest non-Star Plus show on the charts and it makes its presence felt only at 34.