Star Plus beefs up afternoon slot with four new shows; refreshes strategy

In a fiercely competitive category, Star Plus has been anchoring change by redefining the rules of the game. In keeping with its strategy to continuously reinvent by bringing cutting edge, differentiated content to its viewers, Star Plus is launching a fresh viewership slot featuring fresh and original content in the afternoons with four shows in ‘Star Plus Dopahar’. 

The myriad bouquet of content for this afternoon slot has been sourced from diverse content providers – Shashi & Sumeet Mittal, Sandip Sickand & Balaji Telefilms, Ved Raj, Dheeraj Sarna, Purnendu Shekhar, Nandita Mehra And Bhairavi Raichura. 

Commenting on what makes afternoons the next strategic inroad, Narayan Sundararaman, General Manager, Star Plus, said, “We at Star Plus are constantly striving to reframe and reinvent Hind 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.” 

While introducing the unique programming line-up, Gaurav Banerjee, President & Head of Content Studio, Star India, said, “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 endeavour 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 truely being companions in their special’Me-time’.”


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