Mumbai: Star Plus is set to disrupt the grammar of the category yet again with the launch of a fresh viewership slot pioneering fresh, gripping original content in afternoons with four shows in ‘Star Plus Dopahar’ from 3rd April 2017 between 12.30 PM to 2.30 PM.
Mr. Narayan Sundararaman – General Manager, Star Plus on what makes afternoons the next strategic inroad, ”We at Star Plus are constantly striving to reframe and reinvent Hindi entertainment television. Our goal is to make compelling content available to consumers across all parts of the day. There is a sizeable television viewing audience in the afternoon. Currently the only options available to these viewers are repeat telecasts. Our aim is to present viewers with a spectrum of original content thereby growing the entire category. The insight that has fuelled the proposition is a simple one : afternoons are the only time of the day when the woman of the house has a few moments to herself. Today’s woman values her ‘Me-time’ and Star Plus is committed to engage her with original stories specially created for her.”
The myriad bouquet of content for this afternoon slot has the best storytellers in the country coming together – Shashi & Sumeet Mittal, Sandip Sickand & Balaji Telefilms, Ved Raj, Dheeraj Sarna, Purnendu Shekhar, Nandita Mehra and Bhairavi Raichura
Mr. Gaurav Banerjee, President and Head of Content Studio, Star India, introduced the unique programming lineup “We believe that it is compelling stories which will draw viewers to the channel in the afternoon. We have seen this with several breakaway hits in the past where we have changed viewership habits by offering cutting edge and differentiated content. Our endeavor is that the four shows with varied storylines and different backgrounds strike a chord with viewers, moving them emotionally so that they connect with the characters thus truly being companions in their special ‘Me Time’.”
A show that revolutionized Indian television, the channel’s flagship brand ‘Diya Aur Baati Hum’ by Shashi-Sumeet Productions will return with a sequel that India has been awaiting- ‘Tu Sooraj Mein Saanjh, Piyaji’ in Star Plus Dopahar. The sequel marks the homecoming of the audience favorite character Bhabho with the next generation of the Rathi family – Sooraj & Sandhya’s children. Fresh characters, returning favorites, the biggest fandom in the country, an iconic love story – it doesn’t get bigger than this for viewers in Star Plus Dopahar.
A Turkish show that has been winning hearts of viewers worldwide with its emotions transcending geographies, ‘Fatmagul’ will be adapted in India titled ‘Kya Kasoor Hai Amla Ka?’ The story tackles complex emotions and a sensitive subject of violation of the innocence of a woman. The show is set in scenic Dharamshala and is being remade with Indian sensibilities by Purnendu Shekhar, Nandita Mehra and Bhairavi Raichura (24 Frames).
‘Ek Aastha Aisi Bhee’ by Ved Raj and Dheeraj Sarna is a story of God’s special child, a girl who brings a fresh and unique perspective on faith. She believes that in serving humanity she is serving God.
A girl in her quest for love, Deepika chooses to weigh herself with the scale of confidence while her partner Piyush chooses to weigh himself down with the insecurities of his imperfection in ‘Dhhai Kilo Prem’. From the creative mind of Sandiip Sikcand & produced by him in collaboration with Balaji TeleFilms, this big love story will measure love with a different scale.
The four shows bring the viewer powerful characters and entertaining stories which are sure to make afternoons a special time of the day for Indian women and the channel a preferred destination. As the endeavor is to create a fresh viewing habit, the channel is making huge marketing investments to giving the slot ‘Star plus Dopahar’ a high decibel launch-pad. Star India will be putting the might of the entire Star Network to announce the launch the slot and these 4 shows. Apart from the traditional mediums, the channel will look at meaningful partnerships with high engagement mediums for women across print, radio, and out of home.
Though, the channel has announced it as a strategic move to expand its original offering in afternoon. This can also viewed as a contingency plan for the channel to ramp up its viewership in the afternoon to meet the likely loss of viewership during the upcoming IPL season that will be launched in May.