Star Plus is an advertiser’s go-to choice on TV in the HSM/HGEC space: Kevin Vaz

‘Ravivaar with Star Parivaar’ on Star Plus is unique in format in the non-fiction space. “When you have a show that brings together four out of four of India’s most loved fictional female characters (Anupama, Imlie, Akshara and Sai), it becomes a must-watch for viewers. This show is a platform to present them in a never-seen-before manner – the fun, frolic and competitive side that our viewers look forward to watching,” says Kevin Vaz, Head, Network Entertainment Channels, Disney Star, in this interview with Adgully. Excerpts:

What do you have to say about ‘Ravivaar with Star Parivaar’s success?

‘Ravivaar with Star Parivaar’ is testament to the fact that viewers want to consume content in newer and innovative formats. The show has pulled in a total of 111 million viewers till date, showing that viewers are really looking forward to Sundays as a destination for entertainment (Source: BARC, India U+R 2+, O+R, SD+HD, TV+OOH, W’24-32 2022).

What has set ‘Ravivaar with Star Parivaar’ apart from other non-fiction shows?

‘Ravivaar with Star Parivaar’ is a format that is fresh and innovative in the non-fiction space. We have focused on our biggest asset as a channel – our home-grown characters whom India loves. When you have a show that brings together four out of four of India’s most loved fictional female characters (Anupama, Imlie, Akshara and Sai), it becomes a must-watch for viewers (Source: Ormax Characters India Loves Hindi July 2022). This show is a platform to present them in a never-seen-before manner – the fun, frolic and competitive side that our viewers look forward to watching.

How has the advertiser response been to ‘Ravivaar with Star Parivaar’?

‘Ravivaar with Star Parivaar’ is witnessing a great response from advertisers. The power of our content and iconic characters help create value-driven opportunities for brands to connect with consumers across age groups in unique ways. We currently have nine sponsors onboard across categories, including FMCG (foods, personal care, paints), apparel, auto, auto-ancillary and more. The show provides a platform for innovative brand solutions, which has been received well by brands. Some of these include branded rounds, dealer meet & greets and product showcases.

What have been the changing trends in viewer consumption patterns that you have witnessed post the pandemic?

Audiences have become intuitive in their choices and they are clear about the content they want to watch on Television. We understand the pulse of our viewers and our compelling storytelling has helped us offer content they connect with. We have received an overwhelming response for breakthrough shows such as ‘Anupama’, ‘Ghum Hain Kisikey Pyaar Mein’, and more recently. ‘Ravivaar with Star Parivaar’, which is a fresh format in the non-fiction category.

How was the year 2021 in terms of content packaging? How has been the audiences’ and advertisers’ response to your original programmes?

We are humbled by the positive response our shows have received. Star Plus hit several milestones in 2021, including Top 3 shows of the year*, Category reach leader* and the only channel since 2015 to be #1 in 52/52 weeks* (Source: BARC, 7PHGEC|MF15+ HSM U, Original programming |India UR 2+|*MF15+HSM U, W1-W52’21|***MF15+ HSM U, Mon-Sat 1800-2330). Our break-out show, ‘Anupama’, was also the most loved character of 2021 (Source: Ormax Characters India Love, Hindi Fiction Show Category).

Viewers have shown a strong preference for original programming on Star Plus across both fiction and non-fiction formats. While existing shows, led by ‘Anupama’ and including the likes of ‘Ghum Hain Kisikey Pyaar Mein’, ‘Yeh Rishta Kya Kehlata Hai’ and ‘Yeh Hai Chahatein’, continue to top the ratings week on week, even new shows like ‘Banni Chow Home Delivery’ (fiction) and ‘Ravivaar with Star Parivaar’ (non-fiction) have seen tremendous response from the audiences. While ‘Banni Chow Home Delivery’ opened its innings at a #2 position with 4.9 million average impressions, ‘Ravivaar with Star Parivaar’ was the highest-rated non-fiction show in Week 32 of 2022, while being a regular Top 3 non-fiction show since launch (Source: BARC, MF 15+ HSM U, Original programming).

We are fortunate that our shows and iconic characters are loved by millions of viewers; this helps us drive immense value amongst advertisers. Star Plus is an advertiser’s go-to choice on TV in the HSM/HGEC space.

One emerging trend we see amongst advertisers is the rise in deeper integrations involving our characters. This helps brands achieve a more robust and integrated marketing communication campaign – where our fictional characters essay the role of influencers and help drive up awareness and advocacy for these brands.