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
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