STAR India has taken a big step on the hi-definition road. The company is taking five of its channels - Star Plus, Star Movies, Star Gold, Star World and Nat Geo - the HD way. And the effort, which STAR dubs as ‘Asli HD’, is HD at all stages. STAR’s content is shot, recorded and edited in HD and mixed for 5.1 Dolby surround sound.
An official statement said, “STAR is the only Network to be HD all the way. It involves significant efforts by trained personnel using cutting edge technology and expertise through the entire content and production chain. Asli HD channels will bear the mark of HD on their respective channel logos.”
Uday Shankar, CEO, STAR India, said, “Asli HD is a testimony to our commitment to offer our viewers world class media experience. With Star's massively popular entertainment channels turning HD, a high definition revolution is set to kick start in India. This is just a glimpse of a slew of exciting initiatives we will roll out in coming months.”
Another big announcement from the company was the launch of a new corporate logo. At the time of the STAR Plus revamp last year, STAR India had said the revamp exercise would be seen across the other channels and the corporate logo. The corporate logo is the second key step in the Network revamp. According to company officials, the new corporate logo, called Hot Star, symbolises the zeal to continuously innovate, create and invent for the 21st century India.
Shankar said, “Our new corporate logo reflects the vigour and vitality of a new India, that STAR has been privileged to grow with. We see this as a source of energy for the entire company, to continue to fire up for the opportunities and challenges in serving and inspiring our viewers.”
STAR is supporting the HD rollout with a marketing campaign that begins on Monday. The campaign would be seen in the print medium through vehicles such as The Times of India and Mint Mumbai and Delhi. The campaign will be seen on news channels and kids channels in addition to STAR Network. The campaign also includes OOH in Mumbai and retail branding in stores such as Croma, Next, Vijay Sales and Kohinoor amongst others.