Star India to back its Star Jalsha and Jalsha Movies HD launch with aggressive marketing and adequate content

MUMBAI: It is very easy to say that the television industry in India is in a state of stagnation and soon will fall prey to the new predator- digital, as has happened in the west. But then, when you have a constantly innovating broadcaster like Star India, the perception can be false. Setting trends has been a regular habit for the media baron Rupert Murdoch backed broadcaster and it’s repeating itself again.

"We launched the first HD channel in India and the rest followed the trend. Now we are launching the HD feed of Star Jalsha and Jalsha Movies, which is a first in the Bengali space," says Kevin Vaz.

This Bengali new year (Poila Boishak), the front-runner in the Bengali entertainment space, Star Jalsha and Jalsha Movies will have their HD offering to woo their consumers with an exquisite viewing experience. "We have a 51 per cent market share when it comes to viewership, we have 8 to 9 shows always featuring among the top shows, which clearly proves our superiority and our leadership in the space. It's our responsibility to go and invest on an innovation like this," asserts Vaz.

There are a lot of new shows that Jalsha has launched recently and a good number of them are there in the pipeline. "It's not just launching a channel, it's about backing it up with adequate content also. We have shows like Krian Mala which in HD will give viewers an all new experience to cherish. We are coming up with our 100 episodic show Mahanayak starring Tollywood super star Prasenjit Chatterjee. It will be our biggest production ever and when you have a show like this going HD, is a certain proposition," explains Vaz.

"The HD feeds will be exact replicas of the SD channels" confirms Vaz, which also rules out the possibility of exclusive HD premiers. But the network will not follow the replicating strategy when it comes to monetisation. "As a group, Star India monetises HD separately, and we will continue to do this with the two new Bengali HD offerings also," he adds.

A media planning expert on condition of anonymity says, "HD is emerging as an exclusive platform to cater to the niche or rather the top of the pyramid audience and the rates too are reaching a premium, at least in the English entertainment genre. This new offering from Star in the regional Bengali market too will have its premium price. And it's not only the people from that region who will consume the content, Bengali people across the country will enjoy the offering, so from the brands point of view, its not only that particular region but the entire community that the channels will reach out to."   

The launch will be backed by aggressive 360 degree marketing, "We will promote it across all our HD offerings, this is a big launch that we are doing and we will back it in every possible way," Vaz concludes.       


Latest Reads
Star Movies presents 'Films To See...' every weekday starting 7 Nov

Star Movies Select HD has been staying true to its promise of impeccable curation by showcasing the best. Star Movies sets standards of storytelling high inspiring a lot of others to try and re-invent the art of movie showcasing business.

Television TV Channels English Entertainment
Q2-17: Zee Media operating profit up

BENGALURU: The Essel Group’s news network Zee Media Corporation Limited (ZMCL) reported more than double (2.47 times) year-over-year (y-o-y) operating profit (Simple EBIDTA) for the quarter ended 30 September 2016 (Q2-17, current quarter) . The company reported EBIDTA of Rs 18 crore (14.3 per cent...

Television TV Channels GECs
National Geographic Channel to undergo major rebranding

MUMBAI: Come 14 November and the National Geographic Channel will have a new shortened sobriquet. The word channel will disappear from its name and it will be simply known as National Geographic and a new tagline “Further.” The change is expected to take place simultaneously across all the 445...

Television TV Channels Factual & Documentary
Maha Cartoon targets 65 per cent rural HSM via DD FreeDish, 2000 LCOs

Who can forget the Charlie Chaplin show which entertained the world audience of all ages. Maha Cartoon, the first free-to-air (FTA) Hindi cartoon channel targeted at the Hindi-speaking markets (HSM), will be launched on India's largest DTH platform DD FreeDish on 1 November. The new Maha Cartoon...

Television TV Channels Kids
Vikram Chandra steps down; KVL Narayan Rao is new NDTV group CEO

The rumours that were making rounds of Vikram Chandra quitting NDTV have now been put to rest.

Television TV Channels People
Naagin helps Colors capture top position this week: BARC

Backed by Naagin Season 2, Colors was almost close to Star Plus to get the number one position, but, this week, Colors went few steps ahead and grabbed the leadership position and replaced Star Plus in week 42. Even in Urban GECs market, Colors toppled Star and took over the number one position.

Television TV Channels Viewership
SPN India to broadcast Barclays ATP World Tour finals

Sony Pictures Networks India (SPN) will exclusively broadcast the upcoming ATP events in the month of November. The ATP 1000 Paris Masters will be aired live on Sony ESPN channels and will be streamed live on SonyLIV app and website. The ATP 1000 Paris Masters in Paris will begin on 31 October.

Television TV Channels Sports
Hunt for Zee Business head continues

MUMBAI: Zee Business, an arm of Zee Media Corporation, has seen several transitions in its management this year. The channel was initially headed by Amish Devgan, who decided to move away after serving for 14 years. It was then led by Zee Media Corporation’s then CEO for content Samir Ahluwalia,who...

Television TV Channels People
'King' content will take over monopolistic media entities, says Arnab Goswami

NEW DELHI: The future of news lies in breaking away from the interdependence of politicians and the media on each other.

Television TV Channels News Broadcasting

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories