n November 2004, STAR India, the Big Brother of the Indian satellite television market, set upon the task of expanding its territory like any leader would do. The challenge was to bring back the fickle-minded younger audiences who were rather indifferent to television in general. And the result was STAR One, the uptown cousin of STAR India�s milch cow, STAR Plus. Two months on, the channel claims to be right on target.

According to TAM data cited by STAR One, its all day share for the three metros of Mumbai, Delhi and Kolkata was 1.55 per cent, while it was 0.79 per cent and 0.41 per cent for cities with a population of 10 lakh-plus and 1-10 lakh respectively (average share for November 1-December 11 period in C&S; homes among SEC A and B, age group 15-34 years). The channel reached 60 per cent of the total C&S; viewer base during the same period. That�s great growth for a channel in its fifth week, says STAR. ... more