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.

See related story: 

Star World plans a rejig to capture family audience

Latest Reads
Content a 'Game of Thrones'; AT&T's control over HBO, Cartoon Network, Warner Bros faces regulatory lens

The global media landscape is resulting in a new juggernaut as an internet and cable behemoth yesterday purchased an entertainment conglomerate making the former unmatched in its size and reach to consumers through home broadband, smartphones, satellite television and a battery of movies and cable...

Television TV Channels English Entertainment
US$ 4.5 bn expected from IPL rights; SC recommends accounts scrutiny

The Supreme Court on Friday froze all financial transactions between the BCCI and state cricket associations by directing the apex body not to disburse any funds till it resolves to abide by the Justice RM Lodha panel recommendations on reforms by 3 December . The top court ordered that none of...

Television TV Channels Sports
TVS Tyres is co-presenter for Asian Champions Trophy 2016

Continuing its strong connect with sports, TVS Tyres has associated with Asian Champions Trophy 2016 by becoming the co-presenter. The Asian Champions Trophy is one of the premier hockey tournaments, a much sought after annual international competition promising some great hockey action. This...

Television TV Channels Sports
Q2-17: Zee Learn declares maiden interim dividend

The board of directors of the Essel group’s education company Zee Learn Limited (ZLL) have declared a first time ever dividend of 5 percent per equity share of Re 1 each for the quarter ended 30 September 2016 (Q2-17, current quarter).

Television TV Channels Factual & Documentary
Whether BARC action can stop unethical practices?

MUMBAI: Can businesses and industries practise their art of selling fairly although they have 'Fair Practices' training during academic courses, workshops and several ISO and other certifications? There seems to be the fear of the lawman, and not the law in India. If the traffic cop is watching,...

Television TV Channels Viewership
TV Superhighway: beIN, Yaddo, AfricaXP have joined us, says Magine CEO Ambuj Goyal

CANNES; Magine has secured partnerships with four of the industry’s most exciting sports, documentary and entertainment content providers. Partnerships with beIN, the international media group and owner of MIRAMAX; Yaddo, the new documentary streaming service headed up by former head of The BBC’s...

Television TV Channels Factual & Documentary
Colors emerges strong on strength of Naagin I & II

MUMBAI: One of the top rated shows Naagin Season 2 helped Colors reach a top-ranking position.

Television TV Channels GECs
Pakistan Broadcasters Association to oppose PEMRA Indian content ban

MUMBAI: The Pakistan Electronic Media Regulatory Authority (PEMRA) shocked both Pakistan and Indian broadcasters when it issued an order blanking out  all Indian content from Pakistan’s television channels on 19 October.

Television TV Channels GECs
Sony Pix to telecast 'Jurassic World' on 22 October

Sony Pix will take the viewers on a thrilling, adventurous journey with cloned dinosaurs in their Billion Dollar Premiere property. The channel plans to air Jurassic World on 22 October at 1 pm and 9 pm.

Television TV Channels English Entertainment

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories