STAR CJ Network India, a 50-50 partnership between STAR India and CJ O Shopping (a home shopping business from South Korea), has formally launched STAR CJ Alive, a premium 24-hour home shopping channel. The channel had launched a pilot phase on September 22, 2009 on Star Utsav, where there was a six-hour slot dedicated to it.
The channel will go live on August 1, 2010 and boasts of an extensive product portfolio across categories such as electronic home appliances, it and mobiles, fashion, cosmetics, leisure and sports, among others, and has brands such as Satya Paul, Adidas, D’damas, LG, Corelle, Samsung, Benetton, Canon and Philips.
Talking about the channel, Paritosh Joshi, CEO, Star CJ Network India said, “Launching STAR CJ Alive as a six-hour slot a year back worked to our advantage by giving us an opportunity to study the market and its needs, along with the consumer behaviour pertaining to the home shopping industry in India. We realised that even though the industry is still in its nascent stage, there lies a huge potential in the years to come, given the increasing discretionary income of Indian consumers.”
Joshi added that Star CJ Alive was different than any other shopping network as it was a one stop high-end broadcasting facility, had a robust supply chain and offered complete customer care. He was not worried about the surge in online shopping and saw no threat from that medium.
Adding to that, Uday Shankar, CEO, Star India, said, “We have built alliances with an array of entities to augment our business and increase our offerings to our audience. Given the immense popularity Star enjoys and the response that the channel has received since its launch last year as a six-hour slot on STAR Utsav, we are confident that STAR CJ Alive will soon be living up to its promise of transforming lifestyles for its audience.”
Jung Seo, MD - Global Business Division, CJ O Shopping Co, added here, “Our channel will bring to Indian consumers a great variety of brands and products through quality programming content. India is the second largest broadcasting market in terms of viewership, which makes it a vital market on the global platform. Star is broadcasting giant in Asia and we are proud to have embarked on this wonderful new venture with them.”