There are challenges, but we will reclaim top slot: Star

Last Updated: Friday, December 4, 2009 - 11:05

New Delhi: Undeterred by stiff competition posed by new entrants like Colors and NDTV Imagine in the general entertainment segment, Star India on Friday said it has challenges but would reclaim the top slot.

"We have not been dethroned. We have got challengers in
the Hindi space. We do not like it, but we also know we will
fight back," Star India CEO Uday Shankar told a news agency.

He said Star Plus continued to be very strong and
disagreed that his Hindi general entertainment channel (GEC)
has been dethroned by the new entrants.

"Star Plus has been the number one (entertainment
channel) for nine years. A few weeks here and there do not
make a difference," he added.

He conceded that Hindi GEC space has become very
competitive, but maintained that despite slipping from the
No 1 spot, Star Plus continued to be ahead in the race.

"It is no more a fight between two or even three players.
It has become a fight between four and five players. All one
needs is one show to create an unsettling effect," he said.

"Even in the weeks when we have not been No 1, it is
barely a 10 percent gap and that gap changes on a weekly
basis," Shankar said.

Although he did not share the line up of new serials and
concepts Star Plus is working on, Shankar said the channel
would soon launch a programme based on theme around
spirituality and pilgrimage.

Shankar said the channel would continue to focus on women
audience for viewership, although "Saas-Bahu" serials which
helped Star reach the top slot have moved to other channels.

He said Star, part of the global media group owned by
Rupert Murdoch, was among the few broadcasters in India that
was profitable despite a host of troublesome issues facing the
industry.

PTI



First Published: Friday, December 4, 2009 - 11:05

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