When it was first launched on 21 February 1992, Star Plus was an English language television channel showing international content from the U.S., U.K and Australia, with Zee TV being the Hindi language channel. However, after STAR (subsequently acquired by News Corporation) ended its relationship with Zee TV, Star Plus was transformed into a Hindi language channel, with STAR World becoming the network's English language channel. But competitors like Sony Entertainment Television and Zee TV were in the lead, and Star Plus struggled to survive with shows like Kora Kagaz and Saans. Star Plus found success in 2000 with Balaji Telefilms soaps such as Kyunki Saas Bhi Kabhi Bahu Thi, Kahaani Ghar Ghar Ki, Kasautii Zindagii Kay, Kahiin to Hoga and also with BAG Films the TV Show Kumkum Ek Pyara Sa Bandhan.
In 2000, the company's CEO Sameer Nair and programming chief Tarun Katial introduced a number of new shows.
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