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The
strategy of identifying different slots and then scheduling programmes
for them seems to have worked for the channel. It claims the number
one position in the early prime time slot of 7 pm to 9 pm and the
prime time slot of 9 pm to 11 pm as also in the afternoon band and
weekends, and now the Sunday morning slot.
And it is more than reflected in the ratings as well. Market research
agency AC Nielsen's TAM Media data just released (for the week 15
to 21 September in all C&S homes) has Star Plus' shows occupying
all the Top 30 positions. In fact, SET India's Kkusum is
the highest non-Star Plus show on the charts and it makes its presence
felt only at 34.
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Gurukul,
Jai Mata Ki and Yatra have helped Star Plus catapult to
the No.1 position as the most watched satellite channel on Sunday
mornings. Star Plus' channel share for the block is 10.2 for August
Sunday mornings. Compared with Sony's 8 and Zee's 4.2 (TAM C&S 4+,
9 cities Sundays 8:00 a.m. - 1:30 noon), Star Plus' Sunday mornings
are apparently much more blissful. 
The
leader in its slot is Jai Mata Ki, which had a channel share
of 14.3 on 4 August, 16.1 on 11 August, 13.3 on 18 August and 13.7
on 25 August. Yatra, which is a very different concept and
a first of its kind, is also leading in its slot, claims Star.
