Star Maa goes in for an identity refresh

A new vibrant motif was launched with Bigg Boss 4.

MUMBAI: When you are the leader, you set the pace. Disney Star India’s Telugu bouquet under the Star Maa umbrella – which has been numero uno in that language ever since one can remember - is going in for an identity refresh. Coinciding with the launch episode of the fourth season of its blockbuster Big Boss, it unveiled a new vibrant channel identity with host Nagarjuna saying it saying it’s a new start for an even more glorious journey of an already very strong brand.

A press release issued by the network states that “Star Maa holds together three important aspects - pride in our Samskruthi (culture), our Sampradayam (tradition), and weaving stories towards Purogati (progress). At Star Maa, our attempt is to celebrate the blend of these three aspects in every story we tell. We believe that there is a little bit of Star Maa in every one of us “

The Star Maa cluster of channels operates and leads in three genres: GEC, movies and music. Commanding a combined market share of 25 per cent  these channels own the largest share of Telugu television viewership. In the GEC category, Star Maa enjoys a 30 per cent plus market share and is a dominant leader with the widest variety of programming. Star Maa Movies is the biggest movies channel and Star Maa Music most vibrant and distinct youth destination.

Star Maa is so dominant in the Telugu market that its general entertainment/reality shows occupy four of the top five slots there. Amongst these: Karthika Deepam, Intinit Gruhlakhsmi, , Mounaragam, Teff Vineya Vidheya Rama.

Says a Star Maa spokesperson: “We are incredibly humbled by the love the audience has showered on us in the past few years and our attempt with the new identity is to thank our viewers and offer them a channel they feel more proud to be a part of. Our viewers are our inspiration and their ability to keep their roots while developing the wings to fly is what drive us. This change is intended to celebrate the cultural richness of the Telugu region and build us as not just an entertaining brand but also an inspiring storyteller, that shapes society.”

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