"We have not been dethroned. We have got challengers in the Hindi space. We do not like it, but we also know we will fight back," Star India CEO Uday Shankar told PTI.
He said Star Plus continued to be very strong and disagreed that his Hindi general entertainment channel (GEC) has been dethroned by the new entrants.
"Star Plus has been the number one (entertainment channel) for nine years. A few weeks here and there do not make a difference," he added.
He conceded that Hindi GEC space has become very competitive, but maintained that despite slipping from the No.1 spot, Star Plus continued to be ahead in the race.
"It is no more a fight between two or even three players. It has become a fight between four and five players. All one needs is one show to create an unsettling effect," he said.
"Even in the weeks when we have not been No.1, it is barely a 10 per cent gap and that gap changes on a weekly basis," Shankar said.
Although he did not share the line up of new serials and concepts Star Plus is working on, Shankar said the channel would soon launch a programme based on theme around spirituality and pilgrimage.
Shankar said the channel would continue to focus on women audience for viewership, although "Saas-Bahu" serials which helped Star reach the top slot have moved to other channels.
He said Star, part of the global media group owned by Rupert Murdoch, was among the few broadcasters in India that was profitable despite a host of troublesome issues facing the industry.
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