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Sapna Babul Ka...Bidaai
Sapna Babul Ka...Bidaai

Starplus's new mantra, weekend shows

rekha02 IF-Rockerz
rekha02
rekha02

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Posts: 6614

Posted: 24 January 2011 at 11:04pm | IP Logged
Stage 2 of Star Plus rebranding: New weekend, new anthem...
January 25, 11
Fatema Rajkotwala




As a reinforcement to its repositioning in June 2010, Hindi general entertainment channel Star Plus has switched gears to take its 'Rishta Wahi, Soch Nayi' strategy to the next stage of execution. Come January 29, 2010 Star Plus has announced the launch of a new content line up comprising of three new weekend primetime shows ' 'Love U Zindagi', 'Pyaar Mein Twist' and 'Wife Bina Life', two of which are fiction shows while the third is reality format show.

Speaking on phase two of the channel's rebranding strategy and the need for direct communication with viewers, Uday Shankar, CEO, STAR India, told to exchange4media, "When we revamped the channel's strategy with 'Rishta Wahi, Soch Nayi' last year, I wondered what would happen six months down the line. It would be forgotten by the viewers and by us as it would become a regular feature of our lives. This is a way to remind ourselves that there is a philosophy we must live up to and to tell our viewers that this channels stands for a certain philosophy and we are very committed to it."

'Love U Zindagi' is an adaptation of Hindi blockbuster 'Jab We Met' for which Star Plus has involved Director Imitiaz Ali on the conceptual front. As the name suggests, the show's leading protagonist is a lively and headstrong girl Geet, who lives life to the fullest with the show set in a Punjabi backdrop.

'Wife Bina Life', with anchors Mini Mathur and Cyrus Sahukar, is a reality show that will fill in the reality slot left vacant by 'Masterchef India'. The show will see average men taking up the challenge of running a household for two weeks while the women are on a vacation.
'Pyaar Mein Twist' is the channels' first complete comedy fiction show. The weekend bouquet totals up to two and a half hours of fresh programming by the channel which be supplemented by the rotating 'maha-episode', which will now be an hour long episode as opposed to two hour back-to-back episodes, from the weekday regular fiction bucket.

On the new content line up, Shankar said, "I am excited about our new show, 'Wife Bina Life' as this is the only show that involves the whole family rather than only one or two members of the family. It is an attempt to capture the life of family in its entirety and heavily in sync with our current philosophy."

Citing other instances where the channel has opened interactive communication with its viewers, Shankar said, "Tracing back, we have being taking steps to enhance this philosophy in the interim. Before we launched 'Kali' about six months ago, there was a very direct communication where we looked into the viewer's eyes and tried to explain who we are and why we are what we are. I felt there was a need for that. With the overdose of communication, a lot is lost in translation and it cannot be left up on the viewer, who has so many things to do and so much to choose from."

"It may be a personal bias but according to me, there is no substitute to direct communication. Otherwise, it leaves scope for heavy assumptions on either side and the potential losses can be significant. There are other forms of communication such as promos, which we make and play aggressively but we are very keen that the channel should start talking to its viewers. Ours is a space (general entertainment and broadcasting), where it is a very protracted and long term exchange where we don't get a chance to speak to the viewers at all. The promos made are about the new show, not about the channel. All the communication is indirect, through the content created via soaps and dramas. Thus, despite having a clear channel philosophy what you stand for is never clearly communicated to the viewers."

Coupled with the new launches, the channel further defines its philosophy through an ongoing television video as an anthem conceptualised by ad-guru Piyush Pandey and director Vishal Bhardwaj. A digital interactive engagement initiative titled, 'Tu Hi Meri Star Viewer Initiative'. A fourth fiction show, 'Maayke se bandhi'Dor' is scheduled to launch in February 14, followed by fresh launches in March and April.

The campaign concept titled 'Ode to the woman' will have a 360 degrees presence across all mediums including radio, print and digital. As part of their on-ground and print initiative, Star Plus has also joined hands with leading Hindi daily of Madhya Pradesh and Chhattisgarh, Nai Dunia, as the Principal Sponsor for its women centric weekly activity Nayika Club. Named after the weekly women's magazine 'Nayika', NaiDunia Nayika Club organises interactive sessions for ladies in different areas. With Star Plus partnering, it will now be spread over 13 towns of Madhya Pradesh.
 



Edited by rekha03 - 24 January 2011 at 11:05pm

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shanti05 IF-Stunnerz
shanti05
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Posted: 24 January 2011 at 11:10pm | IP Logged
Total double standards !!

They  have start talking abt viewers consideration did they ever think abt it when Bidaaii was axed..

I am sure they  are coming up with some new excuses  and showing that  weekend shows new mantra and all that

So they will make sure no other show get axed with such new ideas

rekha02 IF-Rockerz
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Posted: 24 January 2011 at 11:13pm | IP Logged

Star Plus reinforces brand promise with 'Ode to the Woman', its latest campaign

By afaqs! news bureau, afaqs!, Mumbai, January 25, 2011
Section: News Category: Media Publishing

An extension of the Rishta Wohi Soch Nayi campaign, Star Plus has launched its new campaign, with four new shows celebrating the Indian woman.

After unveiling a refreshed brand identity last June with the thought, Rishta Wohi Soch Nayi, Star Plus has further extended its brand promise with the Indian woman at the helm through Ode to the Woman.

With the campaign that puts the Indian woman at the helm, the general entertainment channel has announced the launch of four new shows -- Love You Zindagi, Pyaar Mein Twist, Maayke se Bandhi...Dor and Wife Bina Life.

Wife Bina Life is a reality show that will see average middle-class men take up the challenge to be homemakers, while the women of the house go on a holiday. BBC Worldwide cameras will follow the men as they go through the days, managing children, kitchen and household work.

Love You Zindagi, conceptualised by Imtiaz Ali for the channel, is a story revolving around a Punjabi girl Geet and her zest for life. Pyaar Mein Twist is a comedy about a husband and wife who are poles apart, but in love with each other, and how people around them perceive this as a problem.

The three shows will be launched on January 29, between 7 pm - 10:30 pm, and will be a part of the weekend entertainment for Star Plus viewers.

Besides the weekend line-up, Maayke se Bandhi...Dor will premier on February 14, at 8:30 pm. The story revolves around Avni who chooses to continue supporting her parents financially even after her marriage.

Sanjay Gupta, chief operating officer, Star India tells afaqs!, "Rishta Wohi Soch Nayi fundamentally came from the belief that women are at the centre of each family and the catalysts of change. The relationship that women have within the family is changing quite dramatically, whether it is with the husband, her in-laws or her children because of the changing dynamics of the society today. That is the woman, we as a channel, must bring to life and celebrate through our shows."

The campaign will be led by the Star Plus Anthem, penned by Piyush Pandey, executive chairperson and creative director, Ogilvy South Asia, and composed by acclaimed film maker, Vishal Bharadwaj.

According to Gupta, the channel witnessed much success post the revamp campaign last year. Says he, "It has been roughly around six months and I think it has been a rewarding experience for the channel. If I look back at the last quarter, we lead over our nearest competitor by around 100 GRPs. We lead in seven out of 11 shows. That is the physical dimension of the success. More importantly, the role the brand has played in the lives of consumers, the way they talk about Star Plus today as compared to how they did eight to nine months back has changed dramatically. I think the leadership perception of the channel is back."

The campaign will be run for four weeks and will have a 360-degree presence across all media.

Apart from the content line-up reinforcing the thought, the channel will take forward the spirit of the campaign through an engagement initiative called 'Tu Hi Meri Star' viewer interaction initiative.

Besides leveraging its own network on television, the campaign will be promoted through radio with the Star Plus anthem and outdoor hoardings.

While the current campaign promotes the channel's weekend programming line-up, Star Plus has plans to fill the afternoon slot as well.

According to Gupta, Star Plus is aggressively pushing new and fresh content with an array of new movies that will be aired.

The channel's creative duties are handled by Ogilvy India, while its media buying partner is Mindshare


Another article, I don't think it is leading in that many shows now.
shanti05 IF-Stunnerz
shanti05
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Joined: 17 January 2005
Posts: 32880

Posted: 24 January 2011 at 11:26pm | IP Logged
They played the new anthem in the star screen awards !!

All these  things dose'nt answer why Bidaaii was axed...

When there was much story left say even ragini's life as having second marriage could have been a major focus she getting back to her dancing and even they could have brodended her angle and made her  the new  women of the 21st centurny...

Focusing on women power and women in this age  has changed television viewing ,.

they could have continued with that angle and thne given a closure

Rehana86 IF-Dazzler
Rehana86
Rehana86

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Posts: 4685

Posted: 24 January 2011 at 11:35pm | IP Logged
and they are introducing every tom dick and harry but no Bidaai sequel..... chalo, i'll shut up Stern Smile

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harman05shanti05

shanti05 IF-Stunnerz
shanti05
shanti05

Joined: 17 January 2005
Posts: 32880

Posted: 24 January 2011 at 11:47pm | IP Logged
Rehana they are making excuses big time

i don;t mind new shows, but its ridiculous to have axed Bidaaii

and more i get angry is when they can shuffle show times for other shows to accomidate new shows
they could have done taht with gulaal also
why bring it in 9 pm slot  instead  move other shows which were fairing badly and  put gulaal there




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Rehana86

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