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
