Competition hots up: Zee TV is finally getting closer to STAR Plus
 Cool: SaReGaMaPa Challenge
Even as the Hindi general entertainment channel (GEC) genre has seen STAR Plus reign for over six years, the channel has taken a clear slide over the last two years. The prime time bands are the areas where the effect is most accentuated.
In 2007, the first 12 weeks have seen a very wide gap between STAR Plus and Zee TV. This could be because of KBC-SRK and the top three soaps Kyunki Saas Bhi Kabhi Bahu Thi, Kahaani Ghar Ghar Ki and Kasautii Zindagi Kay. But this scene is slowly changing.
Kasautii has taken a huge blow, while Kyunki and Kahaani are managing some TRPs.
 Huge blow: Kasautii Zindagi KayShows like Prithviraj Chauhan are on the third slot over-all, but Zees Saath Phere, Kasamh Se and SaReGaMaPa Challenge are competing as closely with STAR for a slot in the top 50.
Instances have already emerged where Zee TVs Maayka is beating Kahaani. STAR Voice of India and STAR Parivaar are bringing in TRPs for the channel, but right now they are just about enough to keep STAR Plus on number one position.
Indian Idol has allowed Sony Entertainment Television to come close to Zee TV as well. Sonys new initiative like Khwahish is expected to help the channel.
Zee TVs Ashish Kaul believes it is only a matter of time before they beat STAR Plus.
Kaul said, There are various things that are working for us as a channel. Efforts put in from the last two years are paying off. Even when we were on a lower position, we were innovative.
What is the last innovation that STAR Plus has done? For a long time they have just bet on the same shows. Everything has a life it will end some day.
Meanwhile, STAR officials like Ajay Vidyasagar have re-asserted their faith in the channel, with new leaders and new teams operating on the programming end.
Officials were quoted saying that the new machinery brought in at STAR will make all the difference to the channel.
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