STAR One aims for 50 per cent rise in advertising revenue this fiscal

The GEC is revamping its programming line up gradually; it is also increasing its time band to 10:30 pm.

After a hiatus of almost two years, it appears that general entertainment channel (GEC) STAR One is geared for some competition in the entertainment space. With the channel now concentrating on beefing up its fiction programmes, it's aiming at an increase in advertising rates, too.

In an exclusive interview with afaqs!, Nikhil Mirchandani, general manager, STAR One, says, "We will now concentrate on building the programming line up for fiction and with a strong line up, we are aiming at increasing the advertising revenue by 40-50 per cent this fiscal. In addition, we are also aiming to reach 100 GRPs by the end of the year."

The channel is currently in the process of gradually revamping its programming line up. It has lined up new shows, some of which have already been launched, while some will be launched in another one-two months.

Mirchandani adds, "It's been some time since STAR One started launching new programmes. For example, Geet-Hui Sabse Parayi and Rang Badalti Odhani were launched some time ago. Subsequently, it launched Pyaar Kii Ye Ek Kahaani at 8:30 pm, followed by Yeh Ishq Haaye on November 4. The channel is also expanding its time band to 10:30 pm by adding new shows as its wants to strengthen its time band during 8-11pm."

Interestingly, the channel, which is focusing on the youth as its target audience, has found romance or love as the perfect theme for its shows. Mirchandani explains, "STAR One is targeted at the youth. Romance, or rather, love, plays a very important part in their lives. Through our programmes, we show different aspects of love."

The channel will soon launch another love story, Dhoondh Legi Manzil Humein, set in the backdrop of politics. Additionally, it has created a pipeline of content as back up. According to Mirchandani, a bank of content for the future will ensure that if there is a need to replace a show, the process can be initiated easily.

With STAR One setting its agenda, it's a matter of time before it completely bounces back in the reckoning.