Star bid to distinguish One from the other

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Television star Rajiv Paul and Delnaaz Paul during the launch of Star One's new serial Nach Baliye.
Television star Rajiv Paul and Delnaaz Paul during the launch of Star One's new serial Nach Baliye.

Our Bureau

Mumbai, Sept. 1

COMPLETE supremacy in the Hindi entertainment genre that is what Star India's Chief Operating Officer, Mr Samir Nair, says his company hopes to achieve with the Star Plus and Star One channels. "While Star Plus is positioned as a general family entertainment channel, Star One is designed for individuals within the family, who have specific interests and are fun loving."

Mr Nair spoke to Business Line, at the launch of Star One's new show, Nach Baliye (a dance and music show featuring 10 television celebrity couples), which is supposed to go on air from October 11.

The company has been trying to carve out an identity for Star One, distinct from big brother Star Plus, by experimenting with new content, Mr Nair said. This, according to him, has worked well for the channel. While The Great Indian Laughter Challenge has been rated among the top 50 shows, Mr Nair said that Super Sale has also managed to garner reasonably good ratings despite being aired at 7.30 pm. "Star One was launched with the promise to push the boundaries of Hindi general entertainment programming. With the launch of Nach Baliye, we are keeping that promise."

"There is definitely a need for variety in the industry and as a network we felt that it would be best if we could offer the alternatives ourselves," he said.

Mr Nair was upbeat about Star Plus' weekend programming strategy. Weekend programmes which used to get ratings between one and two earlier, have jumped to 12-14, and is hopeful that it would settle between 10 and 12, he said.

(This article was published in the Business Line print edition dated September 2, 2005)
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