By Anil Merani: Typically, daily TV shows run for 30-minute durations. However, Star Plus has initially launched its lawyer show Advocate Anjali Awasthi with a fifteen-minute slot running from 8.45 to 9 pm. Ghum Hai Kisikey Pyaar Meiin (8 pm) had been given a fifteen-minute more run time after Imlie which aired at 8.30 pm, ended.
Udne Ki Aasha was also made 45 minutes to meet Imlie’s hour shortfall
The premiere of Advocate Anjali Awasthi as a 15-minute show meant that Udne returned to its normal run
The reasons behind the scheduling changes remain shrouded in mystery. Why was Ghum not immediately returned to its original slot, and why was Anjali given a 15-minute run? Despite this enigma, Anjali has managed to secure an opening rating of 2.2, a commendable achievement. We must also acknowledge Ghum (2.1) for its tune-in and overlap. With such a strong start, who’s to say Anjali’s ratings won’t continue to climb?
It is a no-brainer that sooner rather than later, Ghum will return to a half-hour telecast as it leads to logistical and creative issues, and Anjali, starring Shritama Mitra and Ankit Raizada will be extended to a typical half-hour slot.
However, the strong opening might entice the Star Plus decision-makers to prolong this experiment. Why disrupt the current situation? Could this be the beginning of more inventive scheduling changes in the future?
How will these changes influence audience behaviour? Will they be more drawn to the unique 15-minute slot of Anjali, or will they favour the longer format of Ghum? This is a pivotal factor to consider when dissecting the scheduling changes. This arrangement appears to put the Ghum unit at a disadvantage, as it is compelled to work harder and relinquish viewership midway to another show on the same network.
