MUMBAI: Star Plus has announced Star Plus Dopahar, an afternoon time-band (12:30 to 3 pm) on television, with a spectrum of original, diverse and differentiated content.

In a category with fierce competition, Star Plus, as the leader, has always anchored change by redefining the rules of the game. The commitment of the brand to continuously reinvent by bringing cutting-edge, differentiated content keeping the viewer as the core focus, has ensured it is always at its numero uno position.

The channel is set to disrupt the grammar of the category yet again with the launch of a fresh viewership slot pioneering fresh, gripping, original content in afternoons with four shows in Star Plus Dopahar.

Star Plus GM Narayan Sundararaman said, "We, at Star Plus, are constantly striving to reframe and reinvent Hindi entertainment television. Our goal is to make compelling content available to the consumers across all parts of the day. There is a sizeable television viewing audience in the afternoon. At present, the options available to these viewers are repeat telecasts. Our aim is to present viewers with a spectrum of original content therein growing the entire category. The insight that has fuelled the proposition is a simple one: Afternoon is the only time of the day when the women of the house have a few moments to themselves. Today's women value her 'me time' and Star Plus is committed to engage her with original stories, specially created for her."

The myriad bouquet of content for this afternoon slot has the best storytellers in the country coming together -- Shashi and Sumeet Mittal, Sandip Sickand and Balaji Telefilms, Ved Raj, Dheeraj Sarna, Nandita Mehra and Bhairavai Raichura.

Star Plus president and head of content Gaurav Banerjee, "We believe it is compelling stories which will draw viewers to the shows in the afternoon. We have seen this with several breakaway hits in the past where we had observed viewership habits by offering cutting-edge and differentiated content. Our endeavour is to provide shows with varied storylines and different backgrounds that strike a chord with the viewers which they can relate to -- emotionally, so that they connect with the characters, thus truly becoming companions in 'dopahar'.