In India, the 21:00 – 22:00 timeslot has seen some intense competition between STAR Plus and ZEE TV, with the latter giving market leader a run for its money in a big way!

India’s top rating channel STAR Plus is axing Balaji soap ‘Kkavyanjali’ later this month (next month in the UK) and replacing it with another Balaji offering called ‘Karam Apna Apna’.

Commenting on the change, Shailja Kejriwal, Creative Director, STAR India admitted that Kkavyanjali۪ hadn۪t worked as per expectations. She said, The show started very well and we had always designed it as a finite show. It has even given us 12 plus on peak days. However, I think the problem came in when we changed the story track to give it another lease of life. The show has been slipping since and we didn۪t see any point in dragging it further.۝

ZEE TV’s ‘Saat Phere’ and ‘Kasamh Se’ have been delivering record numbers in the past few days and so rival STAR Plus is pulling out all the stops to make sure it remains the most watched in that timeslot. Recently, the channel also launched ‘Virasaat’ during primetime. ‘Virasaat’ was brought in to replace ‘Milee’.

‘Viraasat۪ has so far been playing in between the 4 and 5 TRP region for STAR Plus, which by STAR standards are very low. Commenting on the numbers of the new show, Kejriwal said, At present, I am very happy. The show has clocked in an average of 6 plus last week and that indicates that it is on an upward trend, which is very good news.۝

With ZEE TV launching ‘Dulhan Banoo Mein Teri’ and Sony launching its mega dance show ‘Jhalak Dikhlaja’, its good timing for STAR Plus to make the changes. But will the changes perform? Keep it with BizAsia.co.uk for updates.