Star-Wars of Indian Television Channels

Dr. Puneet Rai

doi:https://doi.org/10.51976/gla.prastuti.v6i2.621706

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Star-Wars of Indian Television Channels

Puneet Rai

Vol 6 , Issue 2 , July - December 2017 | Pages: 43-49 | Research Paper

https://doi.org/10.51976/gla.prastuti.v6i2.621706

Published Online: January 10, 2018

Author Details ( * ) denotes Corresponding author

1. * Puneet Rai, Assistant Professor, Jaipuria Institute of Management, Lucknow, Uttar Pradesh, India

Star Plus has been Number 1 Hindi channel amongst the Indian television channels from 2000 to 2008. It had a phenomenal lead over its competitors. However from year 2006 onwards it started losing viewership has been decreasing at a steady state. The ad revenues have also decreased substantially. On the face of it the content cost is increasing. Its competitor Zee has made impressive progress in the same period. This case study stimulates readers to find out answers to following questions: What reasons led to decrease in the viewership? What strategies Star Plus could have adopted to avoid the down-fall and how it can prepare for the future considering the changes in the customer habits?

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