Take the logos of the general entertainment channels and it is difficult to tell which one you are watching. The new launches are not promising to be any different. You already know what 9x has to offer- the same old soaps and the soon to launch NDTV Imagine is going to town with its fresh new look Ramayan. So, will Star Plus, the undisputed leader lead from the front and bring about some changes? In an exclusive interview with CNBC-TV18, Uday Shankar, CEO, Star India says a resounding yes.

Excerpts from CNBC-TV18’s exclusive interview with Uday Shankar:

Q: I have heard that in the past six months, one of the things you have done is actually focus on research and trying to get to know your consumer well?

A: Yes, it is important to know the viewer. This was a perception that was first formed when I was in news that journalist, creative people or content people often allow their own perceptions to become a reality. They believe in it so intensely that after a point of time, it just becomes a reality. I just wanted to take a look at the real world through some factual prisms on that and we are doing that.

Q: What are the insights that it is throwing up, because from what we can see Kyunki Saas Bhi Kabhi Bahu Thi is almost a decade old, minus Smriti Irani. It has single digit ratings but is still your highest rated show. So, is your data saying that in the GEC space, soaps will rule?

A: No, it is wrong to say that there is any data to suggest that fiction is the only thing that will work. On Star Network and Star Plus in particular, in the last six months, we have clearly brought in different kinds of programmes.

It started with Amul Star Voice of India and then it was Garnier Fructis Nach Baliye. There are a few other programmes that we are currently running like Chote Ustad. So, there are a lot more events on the channel. You can already see that soaps continue to be dominant but there is an attempt, at least from our side, to introduce new kinds of programmes.

Q: How are you looking at the competitive scenario, at this point of time?  NDTV Imagine is to launch with Ramayan on January 23. Do you think advertising the launch with Ramayan is clever or the same old thing?

A: On the launches that we have seen so far, the biggest problem that we are facing is that there is very little new that is being done. When you are challenging established players and not just one-two or three established players, you have no choice but to come up with something dramatically different.

The risk of success, when you try something different, is much higher. But if you do not try something dramatically different, there is no hope for success.

Q: But your competitor obviously does not see the need to. Look at 9x’ programming and advertising. It is the same old staple soap and the token big budget reality show.

A: Yes and that is why viewers are not exactly excited about the new launches.

Q: While you are saying that you need to take the risk and do something different, I am really wondering if you guys will do it. I will not be surprised if a few months down the line Star Network comes out with a new and improved Mahabharata. Can you say that you will not do it?

A:  No, why will I say that. We are already doing a series called Durga, which is a great mythological. We have been doing something historical and mythological called Prithvi Raj Chauhan, which has been a roaring success for a long time. So, it is not that we have not been doing things. If we do something more, it would not be just as a response to Ramayana.

Yes, I can assure you that we will do something different, because we need it. As the leader, we feel that it is our responsibility to once again come up with some new things.

Q: When are we expecting to see new programmes?

A: When you are a leader like Star, one of the things you do not do is to respond to every new launch. Whoever is launching, we wish them well. But it is a long while before somebody else can start challenging Star Network.

The only threat or the only challenge that comes to Star Network is from within. If we get complacent, if we do not innovate enough or not do new things to excite viewers’ imagination, we will have a problem. We are really not scared because of somebody who is going to launch because it is going to be a long while for a new player to beat all others in between and approach Star.

Q: So Zee is your immediate focus?

A: Yes, Zee is our immediate competitor. But Zee is not my immediate focus. My immediate focus continues to be our viewer. We feel that the category is long overdue for a significant overhaul and we need to move in that direction.