NEW DELHI: Star India today indicated that it is not afraid of cricket eating into its viewership base, even as it announced a series of new programming on flagship channel Star Plus.
Speaking to indiantelevision.com in Delhi, Sameer Nair, chief operating officer of Star India, said, "We are not afraid of cricket and its possible effect on viewership. That is why we are launching new shows on Star Plus."
Nair further added that the theory of viewership diminishing at prime time because cricket telecast from South Africa may clash with prime time in India will depend on the Indian cricket team's performance.
"Interest amongst Indians, by and large, will depend on India's performance at the cricket World Cup.But the way Indians are performing these days, well, it is anybody's guess whether a large portion of viewership will shift to cricket," he said.
Nair was in Delhi to announce the launch of six new shows on Star Plus in January. Hai Na Bolo Bolo, a musical game show launches on 19 January at 11 am. Kabhi Aaye Na Judaai, a daily soap, launches on 27 January at 3:30 pm. Karishma Kaa Karishma, the Hindi version of Small Wonder, launches 24 January at 8 pm, while Kashmeer, a mega scale love story will unfold on the channel from 16 January at 9 pm. A talent show Kucch Kar Dikhana Hai debuts at 8:30 pm on 24 January, while Shararat - Thoda Jaadu Thodi Nazaakat launches at 9 pm on 24 January.