Mumbai, June 1, 2006: STAR Ananda, India’s First
24 hour National Bengali News Channel celebrates its first anniversary. And if
impact, viewer response, marketshare and other news channel launches are anything
to go by, STAR Ananda can justifiably claim to have introduced a paradigm shift
in the broadcast of regional language news on the foundation of viewer relevance
and trail-blazing leadership. Viewers have indeed provided a thumbs up to STAR
Ananda’s positioning as the expression of the Bengali on the move, reflecting
their urges, aspirations and their impatience with the rate of change. STAR Ananda
thus mirrors the new vibrancy among the Bengali-speaking people.
Says Uday
Shankar, CEO & Editor – MCCS, “Last year with STAR Ananda we offered
to the viewers of Bengal a news channel that does justice to their news needs
& requirements. The response has been overwhelming by the people of Bengal.
But more importantly the channel has gone to create a new benchmarks & standards
in language news broadcasting.” Indeed, STAR Ananda has blazed an enviable
trail with commendable milestones. While leading the Bengali television news space
currently with close to 60% marketshare and a recent milestone reach of 3414000
with a whopping 138% growth in West Bengal since it’s Launch, the Channel
has also pulled its weight with general entertainment channels. On Counting Day
in the recently concluded legislative elections viewers ‘voted’ for
STAR Ananda as the undisputed # 1 television channel in ‘any category’
in Kolkata with a 30% marketshare ahead of ETV Bangla and Aakaash Bangla (both
GEC Channels) and far ahead of the rest of the news television world with Kolkata
TV’s 7% and 24 Ghanta TV’s 5%. On the important parameter of Time Spent
too, STAR Ananda scored at the top of the list at 54 minutes, here too ahead of
ETV Bangla, thus consolidating a fast-building legacy.
The successful trend
for STAR Ananda began with the launch on June 1, 2005 and quickly consolidated
with the Municipal Elections in Kolkata in TAM Week 26, notching an astounding
69 % market share on Polling Day (19th June) and 63% market share on Counting
Day (21st June) in Kolkata (amongst all news channels) and in the process also
achieved the unique distinction of the highest watched Channel during the Exit
Polls leaving even the GEC channels far behind in its wake. The coverage
of the most important event in the Bengali calendar also proved another feather
in the STAR Ananda cap last year, with an outstanding variety filled line-up of
the Durgotsav celebration in the State of West Bengal, thus proving that STAR
Ananda best represents the pulse of the Bengali people.
STAR ANANDA
features a mix of informative and thought-provoking programming. Almost all its
programmes occupy an overwhelming top slot in the ratings for the week 23rd Apr
– 20th May 2006 (Source: TAM; TG: All Adults; CS 15+; Market: Kolkata). Ananda
Prabhat on STAR Ananda boasts a 48% marketshare against Kolkata TV’s 27%,
24 Ghanta TV’s 19% and Tara Newz’s 6% in the time band 6 am – 7.59
am. Shokaler Ek Dojon meanwhile ranks a 53% marketshare against 24 Ghanta TV’s
19%, Tara Newz’s 17% and Kolkata TV’s 11% in the time band 10 am –
10.59 am. Ekhon Kolkata ranks a 48% marketshare against Kolkata TV’s 27%,
24 Ghanta TV’s 19% and Tara Newz’s 6%in the time band 18 – 18.29
hours (Mon-Sun). 7Tar Duniya ranks a 49% marketshare against Kolkata TV’s
23%, 24 Ghanta TV’s 16% and Tara Newz’s 12% in the time band 19 –
19.29 hours (Mon-Sun). Abaar Kolkata meanwhile shares a 37% marketshare against
24 Ghanta’s 31%, Kolkata TV’s 20% and Tara Newz’s 12% in the time
band 20 – 20.29 hours (Mon-Sun). Ak Dojon Golpo scores a 44% marketshare
against 24 Ghanta’s 23%, Kolkata TV’s 22% and Tara Newz’s 12% in
the time band 22 – 22.29 hours (Mon-Sun). Hou Ma Noy Bouma leads at 52% marketshare
against 24 Ghanta TV’s 24%, Kolkata TV’s 16% and Tara Newz’s 9%
in the time band 16.50 – 16.59 hours (All Days). Filmstar also leads at 51%
marketshare against Tara Newz’s 18%, 24 Ghanta TV’s 15% and Kolkata
TV’s 15% in the time band 23.20 – 23.29 hours (All Days). Meanwhile,
STAR Ananda scores a winner with Berliner Ladai, the new World Cup football programme,
at a whopping 53% marketshare (16th May – 20th May)!
STAR Ananda has
constantly scored with its programming, positioning and packaging, bravely showcasing
the people’s point of view. The anniversary success is merely an endorsement
of the STAR Ananda philosophy to keep the viewer first and for its stand of empowering
viewers. In the manner of a pioneer and trailblazer, by keeping its programming
initiatives fresh and addressing the aspiration of the Bengali all over the country,
STAR Ananda renews its commitment to the people.
ABOUT STAR Ananda
STAR
Ananda is India’s First National Bengali News Channel. Introducing a paradigm
shift in the broadcast of regional language news, STAR Ananda reflects the heritage
of an impressive parentage and provides in-depth and extensive coverage of local,
national and global news. STAR Ananda is broadcast by Media Content & Communications
Services India Pvt. Ltd. (MCCS), a 74:26 joint venture between ABP TV – a
100% subsidiary of ABP Pvt. Ltd., and STAR News Broadcasting Ltd., wholly-owned
subsidiary of the STAR Group; two of the biggest brands in Indian media. Headquartered
in Kolkata and housing state-of-the-art production facilities, STAR Ananda boasts
an extensive bureau network, bringing to the Bengali viewer unparalleled, comprehensive
and incisive news coverage. With an over 40 per cent majority marketshare in the
Kolkata and West Bengal markets amongst all news channels in launch week, STAR
Ananda continues to consolidate, adequately reflecting the aspirations of the
Bengali people.
For further info, please contact:
Navin Tauro / Swati
Sundareswaran / Daylon D’cruz
Vaishnavi Corporate Communications;
Tel:
022-66568787 / 9821154455 | 
