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StarPlus is an Indian Hindi-language general entertainment pay television channel owned by JioStar, a joint venture between Reliance Industries and Disney India. Its programming consists of family dramas, romantic comedies, youth-oriented reality shows, shows on crime and television films.[1]

Key Information

History

[edit]

When it was first launched on 21 February 1992,[1] StarPlus was an English language entertainment television channel, broadcasting international television shows from the United States, United Kingdom, Australia and New Zealand, with Zee TV being the Hindi-language counterpart.[2]

After Star ended its relationship with Zee TV on 30 June 2000, StarPlus was transformed completely into a Hindi-language channel from the next day - 1 July 2000 (from April 1996 to June 2000, StarPlus was a bilingual TV channel consisting of Hindi and English programmes),[3] with Star World becoming the network's English-language counterpart channel.[4] The company's CEO Sameer Nair and programming chief Tarun Katial introduced a number of new shows, which helped solidify the channel's position as a large influence in Hindi-language television broadcasting.[5][6][7]

The channel launched in the United States in November 2004.[8]

The channel's high-definition feed was launched on 15 April 2011.[9]

StarPlus HD was set to launch in both the United Kingdom and Ireland by the end of 2011,[10] but it was delayed until 5 July 2012.[11]

On 6 October 2017, Canada's ATN Channel lost rights to Star programming, with viewers directed to the new streaming service Hotstar, which was recently introduced into the Canadian market.[12]

On 4 January 2019, Star similarly shut down its linear channels in the United States, in favour of Hotstar.[13] On 14 September 2023, Dish Network and Sling TV relaunched Star Plus and other Disney Star channels in the United States.[14]

Rebranding

[edit]

On 14 June 2010, it underwent a rebranding along with a change from the blue rectangular logo to a ruby red star with the tagline "Rishta Wahi, Soch Nayi" (Same Relationship, New Thinking).[15] The signature tune was composed by Shankar–Ehsaan–Loy and rendered by Shreya Ghoshal.[16]

On 7 November 2016, it underwent a rebranding with the tagline "Nayi Soch" (New Thinking).[17]

On 27 May 2018, it underwent a rebranding with Alia Bhatt as the face of the campaign with the red crystal star with gold swoosh along with the tagline "Rishta Wahi, Baat Nayi" (Same Relationship, New Conversations), and signature song composed by A. R. Rahman.[18]

On 30 December 2020, Disney announced that the Star branding in the Netherlands would be replaced with Utsav from 22 January 2021. On 22 January 2021, StarPlus became Utsav Plus in the UK and Europe.[19][20]

Reception

[edit]

In 2000, StarPlus was at third position in terms of revenue and viewership after Zee TV and Sony Entertainment Television while none of the series were in top 10.[21] With the launch of Indian Hindi version of Who Wants To Be A Millionaire?, Kaun Banega Crorepati, hosted by Amitabh Bachchan, emerged as a major blockbuster, becoming the number one show in 2000 followed by the launch of Ekta Kapoor's Kyunki Saas Bhi Kabhi Bahu Thi, on the same day which became the second most watched show in 2000, which soon beat KBC after the new year to the number one position, held for the next 6 years, while StarPlus emerged as the most watched channel.[21][22][23] This followed Kahaani Ghar Ghar Kii in October 2000 and later Kasautii Zindagi Kay a year after it and many more produced under Balaji Telefilms which made StarPlus to achieve the highest viewership during that time, making it the channel at No. 1 position since.[24][25] Most of the series (80-90%) aired in the channel during that period were produced by Balaji Telefilms.[26] 70% of the revenue for the production house was obtained from Star then.[24] After 2006, their top rated shows started to decline in viewership and were axed one by one by the channel.[27][28] Later Sapna Babul Ka...Bidaai became the first Hindi GEC to beat Kyunki Saas Bhi Kabhi Bahu Thi to the top position at that time garnering 5.28 TVR during first week January 2008.[citation needed] Until March 2008, it shuffled in and out of top ten shows.[29] In March 2008, it got 6 TVR on one of the leads Sadhana and Alekh's wedding track. Since April 2008 to September 2008, it was consistently the number one series except twice in June 2008, when it was pushed to second by Kyunki Saas Bhi Kabhi Bahu Thi and Star Parivaar Awards.[29] In the week during 5 to 11 October 2008, it was second most watched after Balika Vadhu with 6 TVR.[30] Its highest rating garnered in the year was 8.8 TVR for the Taj Mahotsav sequence in October 2008.[31] In November 2008 overall, it was the second most watched Hindi show with averaging between 5 and 6 TVR.[32] However, during 2008, differences arouse between Star India and Balaji due to termination of their serials over declining ratings, cancellation of joint venture for regional content in South India and as a result the agreement of Balaji buying Star's stake was terminated.[33][34] Both suffered some downfall after it.[35] However, after two years, they patched up and Tere Liye was the show produced after it in 2010.[36][37] During the slight downfall in viewership in the end of the 2000's the No.1 position dominated by it for nine years continuously was beaten by the rival channel Colors TV in April 2009 for the first time pushing it to second position.[38][39][40] During last week of May 2009, it was beaten by Zee TV for the first time in nine years, pushing it to third position and only Yeh Rishta Kya Kehlata Hai had maintained its ratings among the list of the Top 10 shows.[41] After Yeh Rishta Kya Kehlata Hai maintaining its ratings among Top 10, few other shows like Saath Nibhaana Saathiya, Diya Aur Baati Hum, Iss Pyaar Ko Kya Naam Doon?, Yeh Hai Mohabbatein and Mann Kee Awaaz Pratigya helped StarPlus to regain their position into Top 10.[1]

On week 12 of 2020, while it dropped to fifth position in Hindi GEC while overall at sixth position in India, the following week the channel did not even feature in top ten Indian channels owing COVID-19 pandemic when production and new episodes broadcast were halted and reruns began.[42][43]

Post first lockdown, in 2020, a new lineup of shows like Anupamaa, Ghum Hai Kisikey Pyaar Meiin,[44] Saath Nibhaana Saathiya 2,[45] Imlie[46] and Pandya Store[47] helped StarPlus regain their position.[48][49]

Programming

[edit]
Main article: List of programmes broadcast by StarPlus

From 2 October 2022, StarPlus extended its fiction airtime band to seven days a week.[50] All shows aired everyday since then.[51]

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

StarPlus

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StarPlus is an Indian Hindi-language general entertainment channel that broadcasts a mix of family dramas, reality competitions, mythological series, and youth-oriented shows, making it one of the most viewed channels in . Owned by JioStar—a formed in November 2024 between Limited (holding approximately 63% directly and through its subsidiary ) and (with about 37%)—the channel reaches millions of households via cable, satellite, and streaming platforms like . Launched on 21 February 1992 as part of the pan-Asian Star TV network, StarPlus initially aired English-language international content from the , , and to appeal to urban English-speaking audiences in . The channel's evolution began in the mid-1990s amid growing competition from local broadcasters like , prompting Star TV to introduce Indian sensibilities and programming on StarPlus starting in 1996 to capture a broader demographic. By 2000, following the end of its syndication partnership with , StarPlus fully transitioned to a -centric general channel (GEC), focusing on relatable narratives and emotional that resonated with middle-class Indian viewers. Under Star India—which was acquired by (now ) in 1993 and later became part of through its 2019 purchase of assets—StarPlus consistently topped viewership ratings through the 2000s and 2010s, driven by iconic serials emphasizing themes of relationships, empowerment, and tradition. In the digital era, StarPlus has adapted by expanding its prime-time slots, launching high-definition feeds in , and integrating with streaming services to offer on-demand access to its content library; in September 2025, the channel underwent a major rebrand with new and a lineup of fresh shows to redefine its entertainment offerings as of November 2025. The channel's , "Rishta Wahi, Baat Nayi" (The relationship is the same, is new), reflects its strategy of blending timeless family bonds with contemporary issues, solidifying its position as a cultural staple in Indian television. Post-merger, JioStar leverages the combined strengths of StarPlus's broadcast legacy and Reliance's digital infrastructure to compete in India's evolving media landscape, where traditional TV coexists with OTT platforms.

History

Launch and early years

StarPlus was launched on 21 February 1992 as part of the Star TV network, which had begun broadcasting to , including , in late 1991 following the country's that opened doors to foreign . At the time, the network was owned by Hong Kong-based Satellite Television Asian Region (STAR), founded by , before Rupert Murdoch's acquired a 63.6% stake in July 1993 for $525 million, marking a pivotal in the Asian . This launch positioned StarPlus as a pioneer in delivering multi-channel satellite TV to Indian households, previously limited to state-run , and capitalized on the post-1991 reforms that encouraged foreign and private broadcasting. The channel initially targeted urban, English-speaking Indian audiences with a mix of imported Western programming and limited original English-language content, aiming to appeal to the emerging in metropolitan areas like and . Popular imports included American sitcoms and action series, which introduced global entertainment formats to viewers accustomed to local productions. Operations were managed from headquarters in , with signals beamed via the AsiaSat satellite, though this setup soon faced regulatory scrutiny in over content control and . By mid-decade, Star TV began shifting key operations, including content production, to to better localize offerings and comply with evolving policies. A significant milestone in StarPlus's early years came with its coverage of major cricket events, such as the , which marked one of the first live satellite broadcasts of in and dramatically increased the channel's visibility among sports enthusiasts. This event, featuring colored clothing and floodlit matches, drew massive audiences and highlighted Star TV's technological edge, contributing to the rapid expansion of cable TV subscriptions in urban and semi-urban areas. The coverage not only boosted ad revenues but also solidified StarPlus's role in transforming India's media landscape during its formative phase.

Shift to Hindi programming

StarPlus began introducing programming in 1996, transitioning from a primarily English-language channel to one featuring a mix of English and content to appeal to a broader amid competition from local broadcasters. This partial shift laid the groundwork for further localization. In 2000, StarPlus underwent a strategic pivot to become a fully -centric channel, implemented on 1 July following the end of its syndication partnership with on 30 June 2000, as the channel faced growing competition from established local broadcasters like that were capturing larger with indigenous content. This repositioning marked a departure from its earlier mix of English and shows, aligning StarPlus as a dedicated general channel to better serve the mass Indian market. The relaunch was spearheaded by the introduction of high-profile Hindi programs designed to drive immediate engagement. On 3 July 2000, the family drama Kyunki Saas Bhi Kabhi Bahu Thi, produced by Balaji Telefilms and focusing on intergenerational family dynamics, premiered and quickly became a cornerstone of the channel's evening lineup. In parallel, Kaun Banega Crorepati, an adaptation of the international game show format hosted by Amitabh Bachchan, also debuted on 3 July 2000, airing four nights a week in the prime-time slot and offering prizes up to ₹1 crore to attract widespread participation and viewership. These shows exemplified the channel's emphasis on relatable storytelling and interactive entertainment tailored for Hindi-speaking households. To support this content overhaul, StarPlus forged early partnerships with key production houses, notably Balaji Telefilms, which supplied multiple flagship series starting in 2000, including Kyunki Saas Bhi Kabhi Bahu Thi alongside Kahaani Ghar Ghar Kii and Kasautii Zindagii Kay, all centered on dramatic family narratives that appealed to urban and rural audiences alike. This collaboration provided exclusive content, enabling rapid production scaling and creative consistency under an arrangement that barred Balaji from supplying rival channels during StarPlus's active slots. The transition yielded rapid audience impacts, propelling StarPlus to the position of India's leading Hindi channel from 2000 onward, with a dominant lead over competitors through 2008 as measured by viewership metrics. Between 2000 and 2005, the channel's reach expanded significantly, doubling its viewer base from approximately 9 million to 18 million, driven by the viral success of programs like , which generated over 30 participant calls in its initial episodes and boosted prime-time ratings into double digits. By 2002, StarPlus had solidified its status as the top-rated general entertainment channel, capturing a substantial share of the burgeoning cable and satellite market.

Ownership changes

StarPlus, launched on February 21, 1992, as part of the Star TV network, initially operated under the ownership of before acquired a 63.6% stake in Star TV in 1993 for $525 million, establishing it as a key asset in the company's Asian expansion. Under , StarPlus grew as a channel within the Star India portfolio, benefiting from investments in local content and satellite distribution across . In June 2013, News Corporation restructured by splitting its entertainment and publishing arms, with Star India transferring to the newly formed , which assumed full operational control of the network's international assets, including StarPlus. This transition maintained continuity in ownership lineage, as continued to invest in Star India's growth, expanding its reach to over 720 million consumers in and neighboring countries as of 2019. On March 20, 2019, completed its $71.3 billion acquisition of Fox's entertainment assets, integrating Star India—including StarPlus—into Disney's global portfolio and rebranding the entity as in 2022 to align with its streaming and broadcast synergies. Under , the channel saw enhanced production capabilities and cross-promotion with Disney's international content libraries until the next major shift. In February 2024, and Limited announced a $8.5 billion joint venture merging with Reliance-backed , forming JioStar effective November 14, 2024, with Reliance securing a majority stake of approximately 63% through its direct and indirect holdings. This merger positioned JioStar as India's largest media entity, leveraging Reliance's for integrated content distribution across TV, streaming, and telecom services, which has begun influencing StarPlus's digital accessibility and bundled offerings. The post-merger structure has facilitated synergies in content delivery, such as unified access to StarPlus programming via , enhancing viewer engagement without altering core broadcast genres.

Corporate structure and operations

Ownership and affiliations

StarPlus is owned by JioStar, a formed through the merger of Star India (a subsidiary of ) and Viacom18 Media Private Limited (controlled by Limited). The merger was completed on November 14, 2024, creating one of 's largest media conglomerates valued at approximately ₹70,352 (about $8.5 billion). Under the current ownership structure as of 2025, holds a 16.34% direct stake, Viacom18 owns 46.82%, and retains 36.84%, giving Reliance and its affiliates majority control at 63.16% while ensuring 's significant . The formation of JioStar received regulatory approval from the (CCI) on August 28, 2024, following voluntary modifications proposed by the parties to address antitrust concerns, including the of seven television channels to prevent excessive in sports and general entertainment. Additional approvals came from the (NCLT) in September 2025 for the cross-border merger of Star Television Productions Limited with JioStar entities, consolidating operations and brand ownership. These conditions aimed to maintain competitive dynamics in India's sector, where JioStar now controls a substantial share. As part of the broader JioStar portfolio, StarPlus benefits from synergies with over 100 television channels across genres, including sports networks like Star Sports, enabling integrated content strategies such as cross-promotions and shared advertising revenues. For on-demand access to StarPlus programming, the channel affiliates with JioHotstar, the unified streaming platform launched on February 14, 2025, following the merger of and , which combines extensive libraries to offer subscribers seamless viewing of episodes, live events, and exclusives. This affiliation enhances StarPlus's digital reach, leveraging JioStar's combined user base exceeding 500 million monthly active users in as of 2025.

Headquarters and technical specifications

StarPlus, as part of JioStar, maintains its primary headquarters in , , , at Star House, Urmi Estate, 95 Ganpatrao Kadam Marg, Lower (West). This central location oversees channel operations, strategic planning, and administrative functions. Production facilities are situated in Film City, Goregaon East, , where in-house studios support the filming of popular series and reality programs, leveraging the complex's integrated infrastructure for efficient content creation. The channel's technical specifications include a high-definition uplink in HDTV format, introduced on 15 April 2011 as part of Star India's "Asli HD" initiative, which enhanced visual quality for viewers while preserving the standard definition feed for wider accessibility. Satellite distribution occurs primarily via the Indian Space Research Organisation's and INSAT series satellites, with ongoing migration to GSAT-17 and Intelsat-20 as of 2025, enabling reliable nationwide broadcast through direct-to-home and cable platforms. Production infrastructure encompasses in-house studios in for principal shooting, complemented by partnerships and cloud-based systems for to streamline , , and final mastering. This digital transition, including the 2011 HD launch, has optimized workflows and supported high-volume content output under JioStar's corporate oversight. As of 2025, JioStar employs approximately 3,500 staff across its operations, with a substantial focus on , production, and distribution for flagship channels like StarPlus.

Branding and visual identity

Rebranding campaigns

StarPlus initiated its major rebranding efforts in the 2010s to refresh its identity and appeal to evolving viewer preferences. The campaign, titled "Rishta Wahi, Soch Nayi" (The Relationship is the Same, the Thinking is New), launched on June 14, , and focused on portraying progressive family narratives that blended traditional relationships with contemporary perspectives. This initiative marked a strategic shift toward content that encouraged innovative storytelling within familiar familial structures, aiming to resonate with urban and semi-urban audiences seeking aspirational yet relatable content. In 2016, StarPlus unveiled the "Nayi Soch" (New Thinking) rebrand on November 7, which targeted modern viewers by introducing refreshed graphics and a streamlined visual package to reflect evolving societal dynamics. The campaign, conceptualized earlier in October 2016, emphasized empowerment and forward-looking narratives, particularly through collaborations like the one with the (BCCI) highlighting women's roles in sports. This rebranding sought to position the channel as a platform for progressive ideas, appealing to younger demographics while maintaining its core family-oriented ethos. The 2018 rebrand, "Rishta Wahi, Baat Nayi" (The Relationship is the Same, the Conversation is New), was launched on May 27 and featured Bollywood actress as its brand ambassador to infuse youthfulness and relevance. Bhatt appeared in promotional content, including a signature song, to symbolize fresh dialogues within enduring relationships, targeting a broader, digitally savvy . This campaign updated the channel's aesthetic while reinforcing its commitment to meaningful, contemporary discussions. In October 2025, StarPlus underwent a major revamp coinciding with the Star Parivaar Awards, introducing updated on-air graphics, a refreshed visual identity, and a new lineup of shows to redefine its entertainment offerings. This rebranding aimed to align with the evolving media landscape under JioStar, emphasizing innovative content while preserving the channel's family-centric appeal. Internationally, StarPlus underwent a targeted rebrand in the UK and on January 22, 2021, renaming the channel to Utsav Plus to better align with cultural celebrations and positivity for the . This adaptation aimed to enhance accessibility and relevance in overseas markets by evoking festive energy and community connections, distinct from the domestic branding. These campaigns collectively incorporated visual updates like logos, tying into the channel's broader branding evolution.

Logos and slogans

StarPlus launched on February 21, 1992, with a simple star icon rendered in a , reflecting its initial focus as an English-language . This early featured minimalistic design elements, including a basic symbol accompanied by the channel name in a clean font, and was used in idents that emphasized a sky animation for bumpers. In June 2010, StarPlus underwent a significant , introducing the "Ruby Star" —a vibrant -red star icon with a white trailing behind it, paired with the channel name in a modern, bold font. This change marked a shift from the previous blue palette to a warmer, energetic red tone to symbolize femininity, strength, and vitality, with idents featuring crystalline animations where the star "ignited" in ruby hues during transitions. The accompanying slogan, "Rishta Wahi, Soch Nayi" (The Relationship Remains the Same, the Thinking is New), was unveiled alongside the at the Star Parivaar Awards, aligning with the channel's evolving programming focus. By November 2016, another refresh introduced subtle enhancements to the Ruby , incorporating orange accents to the red scheme for a more dynamic visual identity, while maintaining the core and elements. The idents evolved to include fluid, glowing animations with layered bursts in red and orange, emphasizing and aspiration in bumpers. This coincided with the slogan "Nayi Soch" (New Thinking), promoting progressive storytelling and updated graphics packages. In May 2018, StarPlus refined its branding further with an updated , retaining the red crystal but replacing the white with a gold-dusted version to evoke positivity, freshness, and celebration. The color scheme blended the signature red with golden highlights, and idents featured sparkling, handwritten-style animations that allowed the logo to adapt colors for program-specific bumpers, enhancing versatility. The shifted to "Rishta Wahi, Baat Nayi" (The Relationship Remains the Same, the Conversation is New), building on prior themes while signaling continued evolution in content delivery. Following Disney's acquisition of Star India in and the 2024 merger forming JioStar, StarPlus integrated elements of the parent company's branding, such as subtle orange influences in digital idents, though the core Ruby Star persisted in linear TV broadcasts as of late 2025. No major overhaul was announced post-merger specifically for StarPlus, with emphasis placed on unified JioStar campaigns promoting "infinite possibilities" across platforms.

Programming

Genres and content types

StarPlus primarily features a diverse array of Hindi-language programming centered on family dramas, often referred to as saas-bahu sagas, which depict intergenerational family dynamics and interpersonal conflicts within joint family structures. These are complemented by romantic comedies that blend light-hearted romance with humorous situations, youth-oriented reality shows such as and competitions, crime thrillers exploring investigative narratives, and mythological series drawing from Hindu epics and legends. This mix emphasizes emotional tailored to Indian audiences, with forming the backbone of its daily schedule. Following its 2016 rebranding under the tagline "Nayi Soch" (New Thinking), StarPlus evolved its content to incorporate social issue-based stories, particularly those addressing and . Campaigns like "Chal, Kar Pehel" highlighted initiatives encouraging women to take initiative in challenging societal norms, influencing the channel's narrative focus on progressive themes within its dramas. This shift marked a departure from purely traditional tales toward more contemporary, issue-driven plots while retaining core emotional elements. The channel's production standards adhere to the daily format, producing episodes typically lasting 20-25 minutes to fit standard broadcast slots, allowing for multiple airings per day. Popular series are often adapted or dubbed into regional languages like Bengali, Marathi, and Telugu for syndication on affiliate channels such as and Star Utsav, broadening accessibility across . This approach ensures high-volume output, with shows airing five to six days a week to maintain viewer engagement.

Notable shows and series

StarPlus has produced several landmark programs that have shaped Indian television, particularly in the genre. One of the channel's most iconic series is Kyunki Saas Bhi Kabhi Bahu Thi, which aired from 2000 to 2008 and achieved unprecedented viewership, becoming a cultural phenomenon with peak ratings that redefined success in . The show's in 2025 further highlighted its enduring legacy, recording over 1.659 billion watch minutes and 31.1 million TV viewers in its launch week, marking the highest-rated fiction premiere in recent history. Another enduring staple is , which premiered on January 12, 2009, and continues to air as of 2025, holding the record as the longest-running television series with over 4,900 episodes as of November 2025. This has maintained consistent popularity by evolving its narrative across generations while focusing on themes of love and relationships. The channel's game show offerings have also been pivotal, with launching on July 3, 2000, and hosted by across multiple seasons, transforming quiz formats into national events. The first season alone ran for 315 episodes, establishing Bachchan as a television icon and boosting StarPlus's prime-time dominance. Subsequent seasons, including the ongoing ones as of 2025, have continued to draw massive audiences, with the 2025 edition featuring high-profile guests and innovative twists. In recent years, StarPlus has sustained its leadership with top-rated dramas like , which premiered on July 13, 2020, and has remained a viewership powerhouse through 2025, often securing the number-one spot in TRP charts. The series achieved TRP highs exceeding 3.0 in 2023, reflecting its resonance with audiences through stories of empowerment and family dynamics. Similarly, Jhanak, launched on November 20, 2023 and concluded on October 27, 2025, has emerged as a hit, blending romance and drama to attract younger viewers and maintain strong ratings into 2025. Adding to the 2025 lineup, premiered on September 8, exploring themes of love, betrayal, and justice, and quickly garnered attention as a fresh addition to the channel's drama slate. These programs have earned numerous accolades, underscoring their impact; for instance, has received multiple nominations for lead performances, while holds records for longevity and sustained TRP performance. Kyunki Saas Bhi Kabhi Bahu Thi's original run set benchmarks for family sagas, influencing subsequent shows with its record-breaking episodes and cultural references. Overall, these series exemplify StarPlus's ability to blend tradition with contemporary storytelling, contributing to the channel's dominance in general .

Schedule evolution

StarPlus launched on 21 February 1992 as an English-language channel, primarily featuring international imports such as U.S. and U.K. shows during slots from 8:00 PM to 11:00 PM, alongside content from and to cater to urban English-speaking audiences. This initial schedule focused on dubbed foreign series and movies, operating on a limited broadcast window typical of early satellite channels in . Following its relaunch on 1 July 2000, StarPlus transitioned fully to a Hindi-language general channel, expanding to a 24/7 format dominated by soap operas and family dramas targeted at a broader Indian audience. Until 2022, programming aired primarily on weekdays, with weekends reserved for reality shows, movies, or repeats to balance viewer engagement and production schedules. This weekday-focused approach for scripted content helped maintain high ratings for prime-time soaps while allowing flexibility for non-fiction specials. A significant shift occurred on 2 October 2022, when StarPlus expanded its fiction lineup to seven days a week, airing primetime dramas from through in the 8:00 PM to 10:30 PM slot, thereby reducing dedicated weekend space for reality programming. This move aimed to capitalize on audience loyalty to ongoing narratives, such as family sagas, by providing consistent daily episodes and minimizing disruptions from alternative formats. By 2025, following the JioStar merger that integrated Star India's assets with Reliance's , StarPlus adjusted its schedule to a five-day fiction telecast from to starting March, to reintroduce weekend reality shows. Evenings from 7:00 PM to 11:00 PM continue to be dominated by new drama episodes, while mornings (6:30 AM to 11:30 AM) feature reruns of classic shows like Kyunki Saas Bhi Kabhi Bahu Thi to attract nostalgic viewers and tie into streaming availability on the merged JioHotstar platform. These changes enhance synergy between linear TV and digital consumption, with episodes often premiering or repeating online post-broadcast.

Broadcast and availability

Domestic distribution

StarPlus is widely distributed across through networks, direct-to-home (DTH) services such as and , and (IPTV) platforms, enabling access in over 200 million television households nationwide. This extensive reach is facilitated by multi-system operators (MSOs) and local cable operators who integrate the channel into their bouquets under regulated agreements. The channel maintains compliance with the (TRAI) guidelines, including caps on carriage fees at 25 paisa (₹0.25) per channel per subscriber per month, with the total carriage fee not exceeding ₹5 per channel per month, ensuring fair placement in distribution platforms without discriminatory practices. Additionally, its free-to-air counterpart, Star Utsav, is available on (added in June 2020, removed in March 2022, and re-added in April 2025), providing no-cost access to rural and underserved areas via ’s direct-to-home service. Following the 2024 merger between and , StarPlus offers and on-demand content through JioHotstar, with the platform reporting over 280 million subscribers by mid-2025, enhancing accessibility via mobile and connected TV devices. This digital integration complements traditional broadcast, allowing simultaneous viewing on apps like JioTV for users. To cater to non-Hindi speaking regions, StarPlus provides dubbed versions of its popular programs in languages such as Tamil and Telugu, aired on affiliated regional channels like and , broadening its appeal in southern . These adaptations preserve the original narrative while localizing dialogue and cultural references for better engagement.

International reach

StarPlus has established a significant international presence, primarily targeting communities through cable, satellite, and streaming platforms. In the , StarPlus was initially distributed via starting in 2004 as part of efforts to bring to South Asian viewers. By 2013, had become the exclusive satellite provider for the channel, offering popular series and Bollywood content. However, on December 18, 2018, Star India announced that effective January 5, 2019, StarPlus and other channels would cease linear broadcasts and shift exclusively to the Hotstar streaming service in the to prioritize digital delivery. The channel was relaunched on September 14, 2023, via , providing access to 19 linear channels including StarPlus, along with 150 hours of weekly on-demand content from the portfolio. In the and , StarPlus is distributed through major providers such as and , catering to the large South Asian . On January 22, 2021, the channel was rebranded as Utsav Plus in these regions to emphasize celebratory programming for overseas audiences, retaining its position on channel 705 and channel 803 without changes to schedules. The channel's footprint extends to other regions, including where it is available via satellite platforms like Astro in , offering dramas and series to local viewers. In the , StarPlus is carried on following a multi-year extension agreement signed in February 2018, ensuring continued access to premium Indian content. Availability is limited in certain countries, such as and , due to regulatory and distribution restrictions. Unlike its robust domestic infrastructure in focused on cable and DTH, international efforts emphasize targeted diaspora access via partnerships. As of 2025, StarPlus content has seen expanded streaming integration on Disney+ international hubs, with subtitled offerings available in over 50 countries following the October 8 rebranding of the tile to in non-US markets, enhancing global accessibility to its shows.

Reception and impact

Viewership and ratings

Star Plus dominated the Hindi general channel (GEC) landscape from 2000 to 2009, consistently holding the top position with flagship shows like Kyunki Saas Bhi Kabhi Bahu Thi and achieving peak TRPs exceeding 8.0, contributing to the channel's strong market leadership during this period. In April 2009, Colors TV surpassed Star Plus for the first time, displacing it from the number one spot after nearly a decade of dominance, as Colors' prime-time programming garnered higher GRPs of around 139-149 in key weeks. Following a post-2020 resurgence driven by hits like Anupamaa, which has maintained top ratings since its launch, Star Plus averaged channel GRPs in the 150-200 range across 2023-2025, reflecting a recovery in audience engagement amid shifting viewer preferences toward family dramas. BARC data for 2025 indicates Star Plus achieving overall impressions of approximately 1,894 million in recent weeks, underscoring its sustained relevance in the GEC space despite competition. Audience demographics for Star Plus skew heavily toward women, with studies showing a significant portion of viewers in the 15-50 age group favoring its content, though exact urban-rural splits vary by region, with urban households contributing a larger share of measured viewership per BARC's panel distribution. In the competitive landscape of 2025, Star Plus has generally outperformed and in GEC GRPs, often leading with 150+ points weekly, while occasionally trailing during high-impact periods like IPL overlaps, highlighting narrative-driven trends in family-oriented programming as key to its edge.

Cultural and industry influence

StarPlus has significantly shaped Indian television by popularizing family drama tropes that emphasize joint family dynamics, intergenerational conflicts, and romantic entanglements, influencing societal perceptions of relationships and household roles. Shows like Yeh Rishta Kya Kehlata Hai have become cultural touchstones, portraying elaborate wedding rituals and family bonding that mirror and sometimes dictate real-life celebrations, such as incorporating dramatic proposal scenes or extended family involvement in marriages. These narratives have contributed to reinforcing traditional values while subtly challenging social norms around gender roles and marital expectations, fostering discussions on love and duty within Indian households. In the industry, StarPlus pioneered the reality TV format in with (KBC) in 2000, adapting the global model to local sensibilities and revitalizing prime-time viewing by blending entertainment with aspiration. Hosted by , KBC not only boosted the channel's ratings but also set a benchmark for interactive programming, inspiring a wave of quiz and talent shows that democratized television participation across socioeconomic classes. Additionally, StarPlus has served as a launchpad for numerous actors who transitioned to Bollywood success, such as , who debuted in the channel's flagship soap Kyunki Saas Bhi Kabhi Bahu Thi in 2006 and later starred in major films like . The channel's accolades underscore its industry stature, with numerous wins at the , including multiple Best Channel honors and category sweeps for its dramas in earlier editions. In 2025, StarPlus programs received recognition for integrating social messaging into narratives, such as promoting equal parenting responsibilities, highlighted through campaigns like the brand film NotJustMoms at FICCI Frames. These awards affirm StarPlus's role in elevating television production standards and addressing contemporary issues like family equity. Post-2023, following the merger of Star India with Reliance's media assets, StarPlus content has extended into streaming hybrids via the JioHotstar platform, blending linear TV with on-demand access to reach younger, urban audiences. This evolution has amplified the channel's promotion of diverse representation, featuring stories rooted in regional cultures and inclusive to reflect India's multifaceted , thereby bridging traditional with digital .

References

  1. https://timesofindia.indiatimes.com/topic/Star-Plus
  2. https://variety.com/2024/tv/news/disney-reliance-merger-complete-1236210028/
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