Star One goes desi

Star India's youngest baby, born November 2004, is all set to tap the desi market. No longer will it talk to the metrosexual, Star One's going all desi with a vengeance to attract the 'small city audience'! After the success of The Great Indian Laughter Challenge, which pushed the channel into the top 50 shows, Star One is now targeting an audience that feels at home with desi packaging and content. Hence, the brat pack of Vinay Pathak, Gaurav Kapoor and Ranveer Shorey and their brand of tongue in cheek 'high society' have been pushed aside to make way for Shekhar Suman and his rustic, earthier tattle. "Yes, we are trying to broad base our viewership and build a strong presence in the cities. For example, we were doing humour in TGICS, but now with the familiar face of Shekhar Suman, we have got his style of storytelling that is very simple and understandable. You know, a take on say, Paris Hilton, would have a greater effect on audiences if it is said in the Shekhar Suman way…it is the way that the story is told, that makes all the difference," smiles Star One programming head Ravi Menon. But a case in point that makes this broadbasing a little surprising is the fact that the channel was launched with a clear target audience in mind (remember those huge hoardings with guys and girls with switches embedded in their foreheads?), why make loyal audience feel betrayed? "No, we are keeping the themes as they are and making innovations in the background score and the language. They are not drastic changes, but ones that will keep both sets of viewers happy," points out Ravi, who seems very upbeat about the latest game show on the channel that calls itself Super Sale, Sare sale ka Baap. This show too, concentrates on Hindi as it medium than English - Sajid Khan was brought in as the host primarily because of his command over the language. The show will be aired Monday-Friday, from 15 August at 7:30 pm, thus expanding the prime time slot on the channel. The show will be followed by the channel's most popular show, Remix. Star One's desi tune is now evident in all its shows. Take Remix for example. What started as a tale of four students in a upper class residential school, has now moved on to accommodate parent child relationships and issues relating to religion. The Indian living in the cities will perhaps connect with a guy who has an identity crisis over his turban or the guy whose mother can't speak English, than a super star and her starry tantrums. In the other shows as well, a point has been made to attract the desi audience --- In Sarabhai…we have Monisha; in Siddhanth, we have a commoner's problem being sorted out, The Great Indian comedy Show has gone rustic with Shekhar Suman; Even Games Bond will have a different feel from the next episode. Will the desi version of Star One give Star Plus a run for its money...let's see!