STAR India Limited plans to come out with an all-new Star TV rate card, to be effective from July 1. The new rate card comprises special rates given for the advertisers who will be able to buy all the channels in the Star bouquet. This will be for a period of six months after which, the rates will be reviewed. Customised package deals, would now be offering an entire kitty of the seven STAR channels e.g., Star Plus, Star World, Star Movies, Star News, Star Gold, Channel [V] and National Geographic, to advertisers as an incentive for the clients to buy more.
While the channels are gung-ho about the new rate cards, media specialists feel that advertisers have been left with very little choice. Star is very optimistic of its new rate card and has already concluded some new deals based on the new rate card and the response was very positive.
Some media analysts feel that Star should have not jumped into this concept so soon. Star should have learnt from Zee’s mistake. But at the same time, Star, being a stronger and a bigger group, may succeed in pulling it off.
STAR spokesman said that earlier, their advertisers had to deal with seven different sales people from seven different channels. Besides being time consuming, the advertiser was unable to leverage his combined spend on the Star Network. Now it is much easier, as he has to deal with just one sales person because of which he can get the benefit of a large buy.