Star World becomes India specific from today

MUMBAI: Today is the day of reckoning for Star World as it unveils its new programming strategy. The niche English channel with international shows will now split its beam with an Indian specific beam catering exclusively to Indian viewers.

Still from Goodness Gracious Me

With an impressive line - up of shows like Kumars at No. 42 , Goodness Gracious Me (GGM), Knight Rider and new episodes of Rendezvous with Simi Garewal and Top Drive to name a few, the channel is gearing to strengthen its position among the niche English channels.

"In our endeavour to make Star World India- specific, we are now bringing Indian Diaspora products from across the globe to Indian television through Kumars and GGM. Thus fine tuning the channel will also help to compartmentalise programmes catering to every family member," says Star India senior VP, content and communication, Tarun Katial.

As expected, the channel has drawn up an extensive marketing campaign using media like print, radio, outdoor, Internet, cinema and onground events.

"The focus currently is to familiarise the viewers with the new schedule and new shows coming on Star World. Currently we are looking to do joint promotions, like the tie-up that we have with Barista. Exciting viewer contests are also planned," reveals a channel spokesperson.

Refusing to divulge the exact figures going into the exercise, the spokesperson adds that "A substantial amount of money is being spent. We are looking to create a lot of buzz and impact."

Still from Kumars at No. 42

Though the channel packaging will remain the same, the channel intends to have a new set of promos for its new schedule and shows. It also intends to revive the 'Absolutely Everybody Watches STAR World campaign' by shooting with a host of Indian celebs.

"We have already done endorsements with a number of international celebrities like Holly Valance,Justin Timberlake,Taron Hayes,Whoopi Goldberg, Ray Ramona, Baz Luhrmann and others. We are also planning to do the same with Indian celebrities," he says.

As the channel fine-tunes itself to suit the Indian palate, it remains to be seen if it surges further ahead of Zee English. Whether the Zee Group niche channel can hold on to the gains it has slowly made in recent months will be closely watched.

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Star World plans a rejig to capture family audience

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