MUMBAI: A couple of months back, Star Plus' ads were sprawled across leading newspapers wherein the channel tagged itself as the 'Star of your media plan'. After four years of having the onerous responsibility of entertaining viewers consistently and maintaining the numero uno spot; the Star Network is out again with a new ad campaign targeted specifically at media planners and buyers.

Christened as the 'Power of Television'; the new ad campaign's first phase is already out in the form of three television commercials (TVC). Come September, the next two phases too will begin.

The Star Network is primarily looking at communication via TVCs and direct mailers. Says Vidyasagar, "There was a strong need felt to churn out this campaign. Today Star is at a position where it is the leading network in India. There was an industry wide need felt to convey the power television has today as it has acquired a status much beyond the basic picture."

So while television has almost become like a glue that connects families and society at large, Star thought something needed to be done here to imply just that.

Speaking about the campaign, O&M senior creative director Sagar Mahabaleshwarkar says, "This campaign has been unveiled to demonstrate the power television has and is targeted at media buyers. On the whole, the campaign is not just about Star but for all television channels."

The ads are dramatically done with the end result of having a powerful impact. The three TVCs have the same premise but different copies. A typewriter is shown and these are the lines that are shown being typed on it:

One: "50% of the people watching this cannot read. But they are still watching it. That is the power of television." Then comes the Star logo.

Two: "Sohaib Akhtar scalps six. Doesn't feel like the real thing. Does it? That's the power of television."

Three: "Ting Ting Ti Ting (Britannia signature tune). Doesn't have the same effect. Does it? That's the power of television."