Star Plus to extend fiction line-up to six days a week from 29 Feb
MUMBAI: Hindi GEC Star Plus has extended its weekday fiction shows to six days a week starting 29th February. By expanding the prime-time to six days a week, the channel is looking to increase its market share.
The channel has extended the weekday fiction shows since it doesn’t have any non-fiction properties on-air currently. Star Plus’ non-fiction line-up includes shows like Dance +, MasterChef India, and The Voice.
Currently, Star Plus is at the number 2 position behind Hindi GEC leader Colors. The new strategy is aimed at recapturing the top slot.
The channel’s prime-time begins at 7 pm with ‘Dil Jaise Dhadke… Dhadakne Do‘ and ends at 11 pm with ‘Yeh Hai Chahatein’. It has four hours of original content in the prime-time every day which translates to 24 hours for six days.
With the extension of prime-time to six days, the fiction programming hours will increase to 28 hours. The channel’s prime-time line-up also includes shows like ‘Dadi Amma.. Dadi Amma Maan Jaao’, ‘Kasautii Zindagii Kay’, ‘Yehh Jadu Hai Jinn Ka’, ‘Kahaan Hum Kahaan Tum’, and ‘Yeh Rishta Kya Kehlata Hai‘.
Star Plus is not the first channel to deploy this strategy. Hindi GECs Star Bharat and Zee TV have also extended fiction line ups in the past to shore up their viewership share. Very recently, Viacom18’s Colors Tamil had extended its week day fiction shows to six days.
Earlier, the channel had experimented with initiatives like afternoon programming and starting prime-time early at 5 pm to grab more eyeballs. However, these initiatives were short-lived.