Afaqs: Star one is all set to launch two fiction shows in the coming month. Both the shows do not target the youth but will speak about the “changing women.” Geet-Hui Sabse Parayi and Rang Badalti Odhani are new shows that are targeted to women.
Endemol India and 4 Lions films together have produced Geet-Hui Sabse Parayi. The story revolves around an 18 year old from Punjab who marries an NRI and the kind of challenges she has to face. Rang Badalti Odhani has been produced by Beyond Dreams and Anahita Productions. The story for this series is about a young widow girl from remote Gujarat on her fight for justice.
Talking about the new focus on the women audience, Nikhil Mirchandani, general manager, STAR One, says, “Our target audience has evolved. In the last five years, the 18 year old has turned 23 and we are moving with the times, depicting the changing woman.” “More than 15 per cent of the population in India is below the age of 25 years. There is a potent gap as there is no channel catering to this age group,” he adds.
With the shows slotted in the 9:30 pm and 10 pm time band, Monday to Friday, they will be pitted against strong properties on channels such as Colors, STAR Plus and Zee. Currently, the channel airs repeats of its shows Laughter Ke Phatake and Dill Mill Gayye in this time band.