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Star educating viewers through campaign on new rates

22-March-2001
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Star educating viewers through campaign on new rates

Star India, since last week, has begun an "educative" advertisement campaign on its revised subscription rate structure aimed at viewers. Star had hiked its subscription rate to Rs 30 per month for its bouquet, effective from March 1. The ads show a family discussing whether they should remove the Star feed rather than pay the cable operator the hiked subscription fee. The campaign ends with the family seen convinced that it should pay up.

Star was facing increasing objections by cable operators across the country on the rate hike as they found the hike "too high" and was left with no option but to pass it on to consumers. It is also understood that cable operators are angry with the marketing policy of the Star TV as they were forced to subscribe to Star Gold channel by the dealers of Star TV, which is a costly channel with no ratings at all.

In order to help the cable operators convince their subscribers, Star India has resorted to this campaign.

Despite the rate hike, Star officials are confident that the cable operators will agree to their rate hike. The Star bouquet, which has been blacked out in Kolkata due to a continuing dispute with cable operators over subscription fees is expected to be on air within the next few days.

Star is also working out independent arrangements with some sub-operators which will see a resolution to the stalemate. Star Officials are now confident that RPG Netcom , which controls 75 per cent of the C&S homes in Kolkata will soon agree to their rate hike.

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