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MUMBAI: "Eta Halo Star. Apanara Dekchen Star Ananda"
(This is Star. You are watching Star Ananda). This signature tune
was reverberating in a large number of Bengali homes from 9 am this
morning, which is when Star's new regional language news channel
officially started beaming.
Star Ananda, a Bengali news channel from Star-ABP Group, joins
an already crowded Bengali language space. However, the channel
is only the second full-fledged Bengali news channel after Tara
Bangla.
The channel is aiming at garnering eye balls from the Bengali community,
which is considered voracious readers and digester of information.
Through a variety of programmes have been concetpualised to attract
viewers, the channel made its debut very tactically on a day when
the Kolkata Municipal election campaigning was underway.
Media Content & Communications Services India Pvt. Ltd (MCCS)
chief executive officer Uday Shankar said, “Star Ananda is the expression
of the Bengali on the move. It reflects their urges and aspirations
and their impatience with the rate of change. Star Ananda will mirror
the new vibrancy among the Bengali-speaking people. Besides, in
emerging markets that are culturally rooted like Kolkata, there
is a need for a dedicated channel that can offer high quality news
coverage along with views and analysis in the language of the viewers.”
At present, the channel has programmes weaved around the municipal
election templated on the lines of the popular Kaun Banega Mukhyamantri
that was on air during the recently concluded Bihar and Maharashtra
assembly elections. Star Ananda is devoting a lot of airtime to
the coverage for the elections. The programme has been identified
as a platform for the Kolkata masses to air their concerns. Another
programme with a similar aim in mind is Kolkata Kar. Star
Ananda has infused some talk shows around the elections as well.
Among the branded segments on the channel are Khela Shuru (sport
bulletin) and Baire Doore (international news).
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