Star is unwilling to give up its hold over the 9-10 pm band. Even as Sony's top two soaps, Kkusum and Kutumb continue to inch their way up the charts, Star maintains that the rise is yet to make a dent in its number one position.

The channel has released prime time channel share figures (week 7, 1930-2330, TAM C&S 4+, All India) to prove that Star Plus accounts for 19.6 per cent compared to Sony's 7.6 per cent and Zee's 2.7 per cent. The channel has consistently accounted for more than 70 per cent in the top 50 programmes list week-on-week, it maintains.

With Kussum and Kutumb , Sony has made a bid for the 9-10 prime time programming band, and asserts it has eaten into Star's dominance in the post- KBC phase. Star, however, counters that some very big successes like Kaahin Kisi Roz has created an entire new audience till as late as 11:30 pm.

Star now also leads afternoon and Friday time bands traditionally led by Sony, claims the channel. Although Kkusum & Kutumb have seen an increase in the past couple of weeks, Star still claims a lead, quoting these figures