Star Plus bets big on premium non-fiction as broadcasters chase new audiences, advertiser interest

Star Plus is making a calculated return to premium non-fiction programming after years of focusing largely on fiction, as India's broadcasters increasingly invest in unscripted formats to broaden audiences, deepen engagement and create new advertising opportunities.

The Hindi general entertainment channel, owned by JioStar, has launched India Ke Top 1%, a family quiz show hosted by actor Anil Kapoor. The launch marks Star Plus' first major non-fiction offering in several years and signals a broader strategic shift toward premium entertainment formats.

India Ke Top 1% is the Indian adaptation of The 1% Club, the globally successful game show created by Dean Nabarro and Andy Auerbach for Magnum Media. The format has been adapted in more than 15 countries.


"We're re-entering the non-fiction space after a long gap, and we've done so very deliberately," Sumanta Bose, head of entertainment business for Star Plus, Star Bharat, Star Utsav, and the East and West Cluster at JioStar, told ET. "We spent a lot of time introspecting, identifying the white space in the category and understanding what audiences are looking for."

The move comes as broadcasters and streaming platforms ramp up investments in reality, comedy and game shows, betting that premium non-fiction can attract wider audiences than fiction, build long-running franchises and offer brands richer integration opportunities.

According to Bose, Star Plus had stepped away from non-fiction after concluding that the genre was no longer creating the desired cultural impact despite significant investments.

"A participant in one of our focus groups told us that our fiction shows felt more real than our reality shows. That was a wake-up call," he said.

Unlike conventional quiz shows that reward specialised knowledge, India Ke Top 1% is built around logic, observation and common sense, making it accessible across age groups and professions. The show will also be simulcast on Star Plus and JioHotstar, allowing viewers to participate through interactive play-along features.

Bose said non-fiction serves a different strategic purpose from fiction.

"Fiction primarily caters to your core audience, whereas non-fiction has the ability to bring in new viewers and expand the universe of the channel. That's an important lever for growth," he said.

The renewed push into premium non-fiction also reflects evolving advertiser preferences. While fiction continues to attract significant brand partnerships, Bose said unscripted formats offer greater flexibility for integrations and audience participation.

"This show is being simulcast on Star Plus and JioHotstar, and it has a play-along format. That creates a much richer ecosystem for brands, with opportunities that extend beyond traditional advertising," he said.

Addressing concerns over declining television viewership, Bose rejected the notion that audiences are simply migrating from linear television to digital platforms.

"I don't believe viewers are simply moving from linear to digital. Today, every entertainment platform is competing for the consumer's attention," he said, adding that viewers increasingly gravitate toward compelling stories regardless of the screen on which they are consumed.

He said Star Plus' programming philosophy remains centred on creating premium, family-safe entertainment with universal appeal. "If the story is compelling, it shouldn't matter whether someone chooses to watch it on a television set, a connected TV or a mobile phone," he said.

Bose pointed to the continued success of shows such as Anupama and the revival of Kyunki Saas Bhi Kabhi Bahu Thi as evidence that strong storytelling continues to resonate across both television and streaming platforms.

"BARC measures only linear television viewing, leaving out audiences on other platforms. When we evaluate the success of our content, we look at the total audience across platforms rather than viewing them in silos," he said.

Bose also dismissed concerns that Hindi general entertainment channels are struggling to attract younger viewers.

"Whenever a show truly breaks through, it cuts across generations. If you create a compelling story or an engaging format that captures people's imagination, audiences across age groups will find it," he said.

Looking ahead, Bose said Star Plus will evaluate further investments in non-fiction based on audience response to India Ke Top 1%, while continuing to build its fiction slate around stories of women's aspirations, family relationships and emotionally resonant romance.