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Purvita Chatterjee

Mumbai , Feb. 15

SNAPPING at the heels of Zee and Sony, Star One has decided to adopt a `driver show strategy' to beef up its shares in the no. 2 slot among general entertainment channels.

While this week, Zee claims to have overtaken Sony, Star One, buoyed by the success of The Great Indian Laughter Challenge, is adding new shows.

Mr Puneet Johar, Senior VP Marketing, Star India Ltd, told Business Line: "We have decided to create new programming before and after the most popular show on Fridays - The Great Indian Laughter at the 10 p.m. slot - and take on competition with our driver show strategy." So, instead of trying to revamp its existing shows, the purpose is to create fresh programming to sustain viewers' interest, said Mr Johar, with the purpose of flanking its leading show.

Star One was launched in 2004 with the purpose of reaching out to urban towns with a population of over one million. Said Mr Johar, "There was a growing breed of audience which needed something extra and so we decided to build a channel with alternative content in the general entertainment space."

However, Star had to ensure that it did not poach into the audience of its leading channel Star Plus. "Today we have managed to cannibalise the shares of Zee and Sony more than Star Plus whose shares are almost three times that of competition. Its shares in fact have remained unaffected," said Mr Johar about the leading channel in the general entertainment space, Star Plus.

Star One recently announced its `Fantastic Friday' offerings with new shows such as Don (Detective Omkar Nath), Jet Set Go (a reality game show), Mano Ya Mano (a show that explores the mystical culture and history of India) and the already existing The Great Indian Laughter Challenge.

The race for the number two slot in the general entertainment space has been gathering momentum. While Star is betting on its `driver show' - the Great Indian Laughter Challenge - to drive TRPs, Zee TV is relying on its top rated programme Saregamapa Challenge 2005, which is expected to introduce a new format.

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