The channel is trying to reinvent itself, but can the ads pull it off?

So the older (it’s been ten years) private Hindi entertainment channel has decided to re-launch itself. It was about time too! At one point, Star Plus was by far the number one channel, but mainly due its own lethargy and complacency, the channel steadily lost share to both Zee and Colors. And has been struggling to get back into shape for some time now.
 
The logo has been redone (red colour), and there’s a promise of fresh programming.
 And what’s on offer? “Rishta Wahi, Soch Nayi”. Now, to be honest, I don’t watch soaps much these days (almost all are regressive). And on those evenings when I just feel the need to mindlessly surf, it’s usually Zee or Colors. Stopped giving Star Plus a dekko many moons ago, such rubbish has been its programming.
 
Still, if I were to decode their new slogan, it basically means: ‘Dudes, we will still continue to bring you household conflicts, but now the style of the quarrels and their participants will be different.” Hmmm… ok… though to be fair, let’s hope the channel has some earth-shaking content on the menu, and for that one has to wait and watch.
 
However, we can discuss the slew of commercials the channel has released to announce the change. And they are pretty warm and interesting. In one TVC, the lady tells her hubby she’s booked tickets for a night show. The chap complains he can’t make it due to work pressures. He is told the tics are for the wife and the dear ma-in-law (methinks they will be stuck watching a film at home on Star Plus!). End of saas-bahu fights? In another one, a bunch of kids is seen playing football on a mountain valley. There’s just one girl in the gang, and she gets caught by an angsty cop. Just when you think the fellow will give the poor thing a slap (or do worse things), he offers to buy her shoes. End of regressive village shows? The third one has a mother and daughter struggling to find the seat in an examination hall. The twist in the tale? It’s the mom who’s appearing for the exam. End of conservative maajis?
 
So yes, the commercials are exciting and suggest a radical change in programming. Let’s hope Star Plus delivers on that score—god knows how badly the GECs need fresh ideas. However, I remain cynical on that count. After the initial burst of new stuff, the programmes will regress back to the routine, due to ad pressure. We have seen this happen in the past with the rest of the channels. And sadly, the only new thing that will remain new is the swish new logo. Anyway, hope I am wrong!   — Anil Thakraney