STAR TV has left cable operators and viewers confused with an advertisement offering decoder boxes that will enable viewers to access its STAR Plus channel. The advertisement, which highlights the popularity of the STAR Plus channel, has appeared in local vernacular dailies.
The advertisement claims that as per a survey STAR Plus offers 38 of the 50 top productions in the cable television world.
The most confusing part is the offer of decoder boxes at Rs 5,000 a piece in a market that is controlled by neighbourhood cable TV suppliers. Half the money is refundable if someone wants to return the decoder.
Then there is the matter of STAR Plus’ ratings. It is not clear from the advertisement as to who has conducted the survey. Is it Television Audience Measurement (TAM) or Indian National Television Audience Measurement (INTAM)?
According to officials of the Forum of Cable Operators (FCO), STAR had planned this move much earlier, when operators here boycotted the STAR package for nine weeks (beginning March 1 this year), to protest a rate hike.