TAR One�s channel for the �urban upscale� viewer has been on air for nine months now. The channel has seen success with some programmes, especially the humorous ones, like The Great Indian Comedy Show, Sarabhai vs Sarabhai and Instant Khichdi. A new show, The Great Indian Laughter Challenge - a hunt for the best comedian - has been doing well. The channel has just launched Super Sale, an auction cum game show with comedian Sajid Khan as host. "The show is all about winning products at an unbelievably low price. And in a market such as India, which has a huge number of price-conscious consumers from the great Indian middle class, the show is bound to generate interest among the viewers from sub-metros and smaller towns," says Ravi Menon, head of programming, STAR One.

Doesn�t that sound more like mass rather than �urban upscale�? Menon believes that the channel is just broadening its appeal. "That�s not the same as going mass," he contends. According to Menon, there are many viewers, sitting on the fence, who would like to come in, but don�t find the content too inviting. STAR One has taken steps to tempt them in. For example, in order to find acceptance with broader audiences, the percentage of English in dialogues has been reduced. Widening audience does make sense since SEC A1, A2 give single-digit.... more