There is considerable amount of action coming from STAR World, especially with the new content line-up that the channel has put in place. The channel has five new shows hitting the tube in July, 2005 – titles like ‘Desperate Housewives’ and ‘Arrested Development’ leading the list. The channel has donned a new look, making considerable noise around new launches like ‘Desperate Housewives’.
Sharing more on the shows that will be seen on the channel soon, Ajay Vidyasagar, Head, Marketing, STAR India says, “STAR World is the only channel that regularly refreshes its content bringing some of the best of US and UK English entertainment content, very close to their original airing in US. For example, the first season finale of ‘Desperate Housewives’ was on May 22, 2005 and on July 15 it's airing on STAR World. In fact, this week itself is choc-a-bloc with the first episodes of some truly compelling properties.”
‘Arrested Development’ launches this Thursday in the 9:30 pm slot. INXS RockStar, a reality show, which is a global search to find a lead singer for the legendary rock band INXS is airing on STAR World India at the same time as its international airing. These are topped off by two other shows ‘Tru Calling’ (launches July 12, 2005 in the 10.00 pm slot) and ‘The Collector’, which launches July 23, taking the 7.00 pm slot.
“This is only the start,” adds Vidyasagar, “you will see action on the channel month on month. Every month there will be a number of brand new hit shows premiering.”
Speaking about the new look of the channel, Vidyasagar expresses, “In a nutshell, the new design was meant to reflect and showcase the incredible new programming line up on STAR World. The channel needed a vehicle/a look that would be equal to the programme standard. Also, the look of the channel is quite radical new compared to where it was deliberately setting it apart in personality from the other channels within the STAR group and indeed in the entire region.”
The channel is very high on its property ‘Desperate Housewives’. “It is by far the biggest television sensation this year, across the world,” Vidyasagar explains, “In the US it has gone beyond being a TV show into becoming a cultural phenomenon after just its first season. When even the First Lady of the country is watching it, you know that the show has transcended the television screen in a big way. In every other country that the show has launched in, whether it is the UK, Australia, Germany, Singapore, it has broken all time ratings records and become the no.1 English entertainment show. Not to mention the fact that it's sweeping awards in every major awards show.”
Vidyasagar says that the themes handled in the show are based on insights into the woman's mind and that these insights are relevant even in the Indian context. “Most importantly, we have done some preliminary research among the urban Indian working woman before the launch of the show and it clearly indicates that there is a great deal of anticipation for a show of this kind. We believe that the show will have an enormous appeal, especially for the urban upscale women professional and indeed all English speaking women,” observes Vidyasagar.