MUMBAI: It had to happen some day! Star Plus has completed a clean sweep of the Top 50 shows for the first time.
Star's supreme dominance has been highlighted in the ratings for the week 26 January - 1 February for C&S 4+, eight cities + UP, one million plus towns.
Consider the sheer domination of the top programmes: Kyunkii Saas Bhi Kabhi Bahu Thi features eight times; Shaka Laka Boom Boom features five times; Kahaani Ghar Ghar Kii, Kasautii Zindagi Kay, Shagun, Bhabhi, Kaahin Kissi Roz feature four times; Kumkum features three times, Shararat, Krishna Arjun, Kumkum, Khichdi, Kyun Hota Hai Pyarrr, Kashmeer, Ssh ...Koi Hai, Karishma Ka Karishma, Son Pari, Kuch Kar Dikhana Hai, Sanjivani, Khullja Sim Sim, Kehta Hai Dil, Des Mein Nikla Hoga Chand feature once.
Mindshare Fulcrum MD Vikram Sakhuja says: "Star TV spent the year 2002 in expanding its audience base and increasing it to a certain pre-determined critical mass. They persisted with the saas-bahu themes in order to attain their objectives. The next step involved the process of guiding this mass and exposing them to different programming genres or options. In the beginning of the year, Star launched an intelligent mix (cache) of new programmes - game shows, kids' shows, variety shows, amongst others. The impressive results simply demonstrate that their strategy is succeeding."
A Salomon Smith Barney report released in January 2003 says that Star Plus' dominance is commendable, considering the fact that the channel broadcasts several one-hour shows from Monday to Friday. The channel could have fewer entries from its Monday - Friday prime-time slot in the TAM Top 100 programme list; whereas Zee and Sony have more opportunities because they have 30-minute shows pitted against Star.
Des Mein Nikla Hoga Chand, Kehta Hai Dil, Khullja Sim Sim, Sanjivani, Ssh...Koi Hai, Kashmeer are the shows which have a duration of one hour plus.
However, Star could gain phenomenally if it beefs up its marketing and communication efforts in the southern markets as this could complement the dominance in the western belt, say industry sources.
Till someone comes up with an innovative concept or theme, it looks as if Star is going to be quite lonely at the top.
