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STAR PLUS vs. colors

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Star Plus dominating the Top 10 in all C&S homes

Channel Date Day Start Time Program TVR

Star Plus 21-July-08 Mon 8:58 PM BIDAYI 4.01

Star Plus 24-July-08 Thu 9:01 PM BIDAYI 3.9

Star Plus 22-July-08 Tue 9:00 PM BIDAYI 3.88

Star Plus 23-July-08 Wed 9:01 PM BIDAYI 3.84

Star Plus 24-July-08 Thu 8:30 PM KIS DESH MEIN HAI MERAA DIL 3.43

Star Plus 23-July-08 Wed 8:31 PM KIS DESH MEIN HAI MERAA DIL 3.24

Star Plus 21-July-08 Mon 8:30 PM KIS DESH MEIN HAI MERAA DIL 2.96

Zee TV 24-July-08 Thu 8:00 PM BANOO MAIN TERI DULHAAN 2.91

Star Plus 22-July-08 Tue 8:30 PM KIS DESH MEIN HAI MERAA DIL 2.78

Zee TV 21-July-08 Mon 9:00 PM KASAMH SE 2.74

Target group : All India Market CS 4 + Yrs

For the week of20/07/2008 to 26/07/2008.

Source: TAM peoplemeter system

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21 July 2008

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Colors regains the Top position in all C&S homes

Channel Date Day Start Time Program TVR

Colors 23-Oct-08 Thu 7:59 PM BALIKA VADHU 5.21

Star Plus 23-Oct-08 Thu 9:01 PM BIDAYI 5.06

Colors 23-Oct-08 Thu 8:30 PM JAI SHRI KRISHNA 3.58

Star Plus 21-Oct-08 Tue 7:59 PM RAJA KI AAYEGI BAARAT 2.92

Zee TV 22-Oct-08 Wed 8:30 PM MAAYKA 2.71

Star Plus 20-Oct-08 Mon 8:30 PM KIS DESH MEIN HAI MERAA DIL 2.63

Zee TV 23-Oct-08 Thu 9:00 PM KASAMH SE 2.51

Neo Cricket 19-Oct-08 Sun 3:10 PM L/T AIRTEL BG-08 2TEST IND/AUS 2.41

Star Plus 19-Oct-08 Sun 8:59 PM PRITHVIRAJ CHAUHAN 2.31

Star Plus 25-Oct-08 Sat 7:59 PM NACH BALIYE 4 2.26

Target group : All India Market CS 4 + Yrs

For the week of19/10/2008 to 25/10/2008.

Source: TAM peoplemeter system

Within 3 months oflaunch

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Owned by Viacom 18, a 50/50 JV between

Viacom and Network 18

Introduced in July 2008 in Hindi GEC category.

Became no. 3 in 4 weeks, no.2 in 10 weeks and

no. 1 in 32 weeks after launch.

Replaced Star Plus from no. 1 slot after 9 years.

Clocked 350+ GRP hi hest ever for Hindi

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TRP

GRP

Advertisers have approx Rs 8500 Cr as TV ad

budget of which Rs 3000 Cr is spent on Hindi

GECs.

GEC running cost: Rs 300-500 Cr/Yr

Leadership Criteria

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Week ended Sep 24, 2009Channel Market ShareColors 27%

Zee 20%STAR Plus 17%

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3Ds-

Differentiation

Disruptive Scheduling of Programs

Distribution

Entry Strategy

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Placed between Star Plus and Zee on cable

networks.

Free to air.*

Mix of fiction and non fiction on prime

time even on weekdays.

Started off with Fear Factor.

Entry Strategy

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Accommodate versus FightStar Plus evaluated their Programming StrategySaas-Bahu episodes not workingNew program offerings as new Mantra

Family craving for girl child Female Infanticide

Vs.

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Current Shows

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Will the battle continue?

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ThankYou