STAR India has decided not to bid for the Doordarshan Metro prime-time slot even as it expects to break even in the next few months. Instead STAR India plans to focus more on Hindi programming, prime time and its marketing strategy, the chief executive Peter Mukerjea said.
Mukerjea said, STAR India, which follows a July-June financial year, expects to break even in the next few months. Referring to the broadcast company's other initiatives, he said it was looking at a network strategy for advertising on all its seven channels.
This move would help advertisers to leverage STAR's network and a sales team has also been re-organised for this purpose, he added.
Referring to media reports which say that STAR's contract with Prannoy Roy-promoted New Delhi Television would not be extended, he said, "It is not true." Mukerjea said that currently, advertising and subscription contributed 80 per cent and 20 per cent, respectively, to the revenues of STAR India.