STAR's winning formula

The roaring success of KBC has helped STAR Plus overtake other channels. In a chat with Sameer Nair, Chief Of Programming, SUBHASH K. JHA finds out about their strategies.

EVER SINCE STAR Plus roped in Amitabh Bachchan to host ``Kaun Banega Crorepati'' (KBC), the channel has gone from strength to strength, leaving the earlier leaders in the market - Zee and Sony - feeling like they had been mugged midway to paradise. Now that STAR has made its point, what next? STAR TV's Chief Of Programming, Sameer Nair, talks about the channel's forthcoming plans.

Wannabe participants have a new way of getting into KBC. Care to talk about it?

Sure. We first connected KBC to the audience with ``Nau Baj Gaya Kya?". Looking at expanding on that audience, our programming department worked on an entry mechanism, which was made the focus of our next- generation KBC audience. The new catchline is, ``Kaun Banega Crorepati Aap Ya Aapke Padosi?''. There are people out there who are no longer watching the show. But they are still calling up to be in it. Though our phone lines are still clogged, it is no longer a foolproof barometer of KBC's viewership. Now you have to watch the show to be in it. Mr. Bachchan asks a question, viewers have to reply to it within 12 hours. Because, in the evening we announce the names of the 10 participants who are on the show.

How is KBC Junior doing vis-a-vis the regular KBC?

KBC has the edge. It's to do with the time slots. Sunday mornings, when KBC Junior is telecast, is a low-viewership slot. Our Sunday morning slots are doing much better ever since KBC Junior was introduced though. But nothing to beat the week nights primetime. The regular KBC is still the leader among the pack. Our new ad campaign for KBC with Mr. Bachchan has been shot by Priyadarshan.

KBC's original ``How To Become A Millionaire'' goes off the air seasonally all over the world. Why not in India?

We wanted to do that. But in India, programming schedules and viewers are not as evolved as they are in the West. In Britain, they play for 10-12 days then they take a break. In India it takes six-eight weeks for a show to catch on. Even if I take KBC off, what do I put in its place?

How does your host cope with the rigorous shooting for KBC?

Mr. Bachchan is wonderful. This month he had to leave for a two month-long film shooting abroad. He completed two months of KBC's episodes in 20 days. He is so focussed on his work and is a great professional.

Any more specials coming up on KBC?

Recently we recorded a ``Kahani Ghar Ghar Ki'' special for KBC with the good and bad daughters-in-law, just as we had done a ``Kyunki Saas Bhi Kabhi Bahu Thi'' special earlier on. KBC's ``Kahani Ghar Ghar Ki'' special will be telecast on the first anniversary of the soap. We also have a Sanjay Dutt special coming up on the occasion of Cancer Day. He speaks at length about the setbacks in his life.

You recently revamped your Friday-night schedule. Has the experiment worked?

Very much. All the three new Friday-night shows, ``Kya Masti Kya Dhoom,'' ``Khul Ja Sim-Sim''and ``Shh... Koi Hai'' are doing very well. It turned out to be a good strategy for us.

Are you roping in celeb-anchors like Sonali Bendre to attract star-guests to the shows?

The guests are invited by us, not Sonali. Though she is part of our planning and execution, the star guests are not her responsibility. We plan a star's appearance on ``Kya Masti Kya Dhoom'' as part of a movie promotion. They come when one of their films is round the corner. That works well for both of us.

Are the stars paid to come on these shows?

No, we do not pay them. I think television needs to get out of this trend of paying stars to appear on shows. What we at STAR Plus do is set aside a budget of about Rs. 50,000 or a lakh to be put into a star's favourite charity fund.

A show like ``Khul Ja Sim Sim'' promotes aggressive and vulgar materialism.

Zee has gone even a step further with their new show ``Neelam Ghar.'' These kinds of `me-too' shows have been on international television for years. This is an internationally accepted game- show format. Remember the hue and cry that was made when KBC was started? ``Money is being thrown. Culture is being destroyed.'' Compared to KBC, something like ``Khul Ja Sim Sim'' is child's play. It's the Indian counterpart of ``Let's Make A Deal.''

Big deal.

Yeah big deal... Now we take on Sony's strong shows ``Henna'' and ``Boogie Woogie'' on Fridays. We have moved away from movies on Friday nights. We now have feature films on Saturday and Sunday nights.

Zee TV has completely revamped its programmes. What does this mean for STAR Plus?

Ever since July 3, 2000, when we started KBC, this is the first attempt by any channel to come up with a concerted competition. But STAR Plus has no reason to feel threatened. We have our own game plan about our future. We keep an eye not only on the competition but also on our own shows. The minute we found ``Ji Mantriji'' was not happening, we put ``Kangan'' in its slot instead. And what a grand opening it got! Coming up is a new daily comedy by Shrey Gulari called ''Hum Saath-Aat Hain.'' Then we have shows coming up from Ravi Rai, Vipul Shah, Kunal Kohli, Siddharth Basu and of course Ekta Kapoor. We also have plans to revive ``Rendezvous With Simi Garewal'' on STAR World.

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