Television

Star Utsav Movies to launch on 28 May; focuses on being truly rural

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2016/05/25/Untitled-1_8.jpg?itok=HDtEFK_h

MUMBAI: With an extensive portfolio of channels under it, Star India is all set to add one more feather to his hat. The network will launch its free to air (FTA) Hindi movies channel Star Utsav Movies on 28 May.

The advent of BARC has led rural markets taking the center stage with more than half of the TV viewership coming from the heartland. Entering this space, is this new channel which is completely focussed at the rural market and will play popular Bollywood films for the homes that do not have access to these films.

Following the motto of being the first truly rural channel, their tagline Har Din Utsav promises an indication of their endeavour to give its viewers a reason to celebrate every day with the biggest and best stars on screen. Aimed at building a strong footprint in the rural market, the new channel will cater to the rural tastes, consumption and need.

Star Gold, Movies OK, Star Gold HD and Star Utsav Movies general manager Hemal Jhaveri says, “We are excited to announce the launch of Star Utsav Movies on 28th May, India’s first ‘Truly Rural’ Hindi movie channel. Our analysis indicated that there was a clear need gap in this category since 25% of the total viewership came from movies, but the Hindi movie genre share is a miniscule 5 %. This is because of the non-availability of good content from the existing Hindi movie channels in the FTA space”.  

The channel has done an extensive research over 8-9 months in multiple states like Rajasthan, Gujarat, Uttar Pradesh, etc to unravel the rural psyche before rolling out the channel. Through their survey, various key elements like afternoon slot, rural entertainment viewing pattern, the availability of screen, etc were considered before laying the channel’s programming schedule.  

“The study shed light on the key usage and behavior patterns which has been the cornerstone for all acquisition, programming and marketing inputs on this new channel offering”, points Jhaveri.

Through this data, the channel will look at their content vigilantly to have a sturdy family appeal policy being followed in their line-up.

“What made this research unique and accurate was the fact that it was tailor made to each respondent surveyed basis their viewing behavior which was captured on close circuit cameras positioned in their homes. The rural markets are the last important frontier and we believe Star Utsav Movies will empower both the consumers and advertisers alike,” he further adds.

The channel will be initially available exclusively on Doordarshan’s free direct-to-home (DTH) platform Freedish and will later be made available on other platforms according to the channel’s distribution strategy.

Various advertisers from FMCG, telecoms, tractors, agriculture equipment, etc sectors are expected to get on board. Whereas, the content offering on the channel will be different from the network's other channels like Star Gold, Movies Ok and Star Gold HD.

To drive reach and awareness for the new channel, a multi-media launch campaign has already kick-started. Besides a comprehensive high impact TV plan, the promotion also includes a high octane radio plan besides unique brand experiences on ground across villages in key markets which will bring alive the brand promise.

The channel is leveraging the might of Star India Network to rapidly build awareness.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/27/hul.jpg?itok=I64gNkoD
HUL top advertiser in week 46: Barc

FMCG firms beginning with Hindustan Lever Ltd dominated the top-10 advertiser list in week 46 (13 to 19 November) according to Broadcast Audience Research Council (Barc) data. Recorded ad volumes for the company stood at 4486.09 (‘000s). Reckitt Benckiser (India) Ltd was second at 3462.72 (‘000s).

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/27/star-plus.jpg?itok=LNOjGhK6
Star Plus regains top spot in week 46: Barc

Star Plus regained the top spot after a gap of two weeks as per Broadcast Audience Research Council (Barc) data for week 46 (13 to 19 November). The channel garnered weekly AMAs of 2726.35 (‘000s).

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/27/77.jpg?itok=OllFX0Pz
Times Now, Mirror Now to air docu-series on formation of Bangladesh

Times Chronicles, the content studio from Times Network has launched "1971 Birth of a Nation," a documentary series on India post-independence. The seven-part docu-series will begin airing on 27 November on Times Now and Times Now World starting at 6 p.m and Mirror Now starting at 7:30 p.m.

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/27/saurabh_sancheti.jpg?itok=p8K4kZ-z
Right time for the LCO ecosystem to reinvent itself: Jio Platforms' Saurabh Sancheti

Mumbai: Saurabh Sancheti, the young and dynamic CFO of Jio Platfroms, and one of Fortune India’s 40 under 40 has been instrumental in scripting the success story of Reliance’s Cable business post its acquisition of two largest cable TV and broadband companies in the country - Hathway Cable &...

Television TV Channels People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/26/sony_sports.jpg?itok=7eDGuq5E
Sony Sports ropes in five sponsors for ‘The Ashes 2021’

Mumbai: Sony Pictures Sports Network (SPSN) is set to telecast ‘The Ashes 2021’ live from 8 December. The broadcaster has roped in BYJU’s, Policy Bazaar, Siggnature Elaichi, Bosch Appliances, Dafa News as sponsors. The series will be aired on Sony Six (English), Sony Ten 3 (Hindi), and Sony Ten 4 (...

Television TV Channels Sports
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/26/men-t20.jpg?itok=snj8kafo
ICC Men’s T20 World Cup '21 garners reach of 167 million on TV

Mumbai: The ICC Men’s T20 World Cup 2021 garnered a reach of 167 million on TV. The event staged in the UAE and Oman, broke viewership records in several regions, including India, as per data shared by the cricket governing body. There was nearly 10,000 hours of live coverage of the tournament...

Television TV Channels Sports
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/26/tv9.jpg?itok=GwOBucLE
TV9 Network onboards Munaf Merchant as VP - sales

Noida: As part of its aggressive expansion plans, TV9 Digital has strengthened its digital sales team further and onboarded Munaf Merchant as vice president – sales. Merchant will be responsible for building and driving direct revenue streams that cater to the TV9 Digital platforms bouquet. He will...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/25/udaan.jpg?itok=6zb4XyBQ
Zee 24 Taas to host 'Udaan - Dare to Dream'

Zee 24 Taas is set to host 'Udaan – Dare to Dream' event that aims to shine a light on emerging businesses that are achieving excellence through innovation. The event will celebrate and acknowledge the inspiring stories of achievers, champions, and entrepreneurs who have exemplified leadership,...

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/25/newsx.jpg?itok=cKAf_dgK
iTV Network launches NewsX Kannada news portal

One of India’s largest news networks iTV Network on Thursday launched newskannada.com in Bengaluru in the presence of Karnataka chief minister Shri Basavaraj Bommai.

Television TV Channels Regional

Sign up for our Newsletter

subscribe for latest stories

* indicates required