STAR Plus, India's leading Hindi entertainment channel has racked up 11% of the market share. This is the largest portion in this space, bigger than ZEE TV and Sony Entertainment Television Asia put together.

A report in Economic Times indicates soaps are still the main drivers and STAR Plus has overcome viewer fatigue with innovative content and fresh story lines.

Speaking to PTI here today, Keertan Adhyantaya, Executive Vice-President and General Manager, highlighted the latest Television Audience Measurement (TAM) data and said the channel has remained undisputed leader in the Hindi general entertainment channel space for the last nine years.

"Audience ratings in the first half of 2008 clearly demonstrates that STAR Plus has retained a lead over its closest rivals. In the face of tough competition and fragmentation, STAR Plus has continued to win the attention of its viewers with fresh content and programming initiatives," Keertan said.

"STAR Plus continues to dominate the Indian television scene with one mega show after another. In the early 2000s, it was Kyunki, Kahaani, Kasauti and KBC, then it was the turn of afternoon shows like Kum Kum, Bhabhi and now shows like Bidaai, Kis Des Mein Hai Mera Dil, Raja ki Aayegi Baraat, Voice of India and Nach Baliye," he added.

Related link:
STAR Plus increases gap with ZEE TV
STAR Plus widens gap over ZEE TV in India