Ten years down the line, barring a week or two when either Zee TV or Colors took over, Star Plus has always enjoyed the number one position.
Taking an average of twenty four weeks of 2014, Star Plus has a lead of fifty four per cent over Zee TV; making Zee TV the number two channel and about sixty one per cent over Colors; this making Colors take the third position.
Star Plus enjoyed a peak period for five years in the last decade, until Colors, toppled it in mid November 2008 but then one saw Star Plus coming back with a bang and has retained its top spot.
As its core consumers, most of whom were women, Star Plus started mending its programming to be in sync. The daughter-in-laws were progressive, while their families were still important to them, they they had moved beyond just their families. Akshara, the lead protagonist of Yeh Rishta Kya Kehlata Hai, who was earlier shown as a housewife, transformed herself into a professional businesswoman, Sandhya from Diya Aur Baati Hum trained to become an IPS office
During the second half of 2013, Star Plus opened up a huge gap with its rivals. The channel invested heavily on its production and marketing of the shows to make a big mark with shows like Yeh Hai Mohabbatein, Mahabharat and Veera.
Currently Star Plus is getting ready to launch two new shows; Airport and India’s Raw Star. While Airport is a fiction series, India’s Raw Star is a platform to find the ultimate performing artiste who can bring in a visual experience to music.