MUMBAI: English GEC Star World will air Australian TV series ?Packed To The Rafters?. The aim: to bring shows relevant to the English content viewing audience, depicting problems they face in life.

Packed to the Rafters? is an Australian drama series which revolves around the story of the Rafter family, who are fighting different problems of life together.

Star India senior VP, English programming Rasika Tyagi said, "From our Hindi and Regional GECs, one of the biggest learning?s is that viewers seek life lessons from the daily soaps they watch. The issues faced by the Star World audience, the English speaking, urban Indian youth, is quite myriad and they don?t get to see shows which reflect their life on TV. Our audience will be able to resonate with the issues faced by the characters in Packed to the Rafters and emulate the way they resolve the conflicts".

To make the show more relatable to the audience, Star World has chosen Karan Johar as the face of campaign. In the past the filmmaker has hosted ?Koffee With Karan? on the channel. He is known for making films based on problems faced by urban Indian families. The Indian youth connects with his films as he depicts the Indian values of respect and loving the family in a modern context. He believes relationships are universal, be it in set in any other part of the world and that?s why he relates to Packed to the Rafter.

The channel has launched a six week on air campaign with Johar. Closer to the launch of the show, there will a robust Print, Digital, DTH, Cinema, Radio and OOH campaign reaching audience across the target markets.

In keeping with the growing importance of the digital platform, the channel will be hosting a Web Premiere across the Star World website (www.starworld.in/PTTR) and other social networking sites to give the Indian viewers an experience of the show before it goes on air. Star World will be taking such initiatives up for key shows to create reach and buzz. The digital premiere will be held on 30 November before its official launch on the channel on 4 December.

Subsequently, each of the episodes of the show will be available to be streamed and viewed on the Star World web and wap platforms after it telecast on air. The broadcaster has also associated with Vodafone to ensure that our viewers can catch up on the key moments of the show at their convenience - anywhere, at any time.

Tyagi added, "When we go for Consumer home visits, we get a reality check on how content is being viewed by the youth today. They want to watch a show at their convenience - anywhere, at any time. So, we as content providers have to gear up to share our content across platforms, on internet or on mobile".