Top Story


Home >> Media - TV >> Article

STAR emphasises on capping FDI at 49% in DTH venture

Font Size   16
STAR emphasises on capping FDI at 49% in DTH venture

STAR India is in favour of raising the foreign direct investment ceiling to 49 per cent, expressed STAR India chief executive Peter Mukerjea. With 20 per cent stake in a joint-venture project with Tata group for setting up a direct-to-home (DTH) platform, the media major is emphasising on the raised FDI level to ensure steady flow of funds.

“While we are happy with the Tatas, but what happens if tomorrow the funds are not available on a steady basis? I think, capping the FDI at 49 per cent is sensible,” said Mukerjea, who visited Kolkata to announce the launch of Star One on Tuesday.

With an investment figure coming close to the flagship channel STAR Plus, Star One is meant for the hep and happening upscale urban young crowd. With the new offshoot expected to hit the tube on November 1, STAR India is claiming to offer a complete spectrum of Hindi speaking audience to the advertisers.

Sharing on the promotional strategy with exhange4media on the sidelines of the press meet, Mukerjea said the channel was focussing heavily on media promotions for the newborn STAR baby. “We are mainly focussing on above-the-line initiatives but there have been regular on-ground promotional activities as well. We are also planning to associate with forthcoming cricket tournaments,” he informed.

Observing the Kolkata market as a crucial domain, Deepak Saigal, Head – Content Team, STAR India, said, “Despite repeated efforts we couldn’t get the best out of the Kolkata market as far as STAR Plus is concerned.” Perceiving a strong regional language programming bias among the Kolkata audience, he added, “It is very difficult to break away from the common general interest in regional language programming but we are hoping a better result with Star One as this will address the younger community and they are open to accept and analyse new ideas.”


Arati Singh, Channel Head, NDTV Good Times, opens up on how she loves to go on adventurous trips on a typical weekend.

In week 9 of BARC ratings, the channel led the lifestyle space with 1206 million impressions followed by TLC, FYI TV18, Food Food and Fox Life

During his brief visit to India, Ronen Mense, Vice- President- Asia, AppsFlyer, spoke to exchange4media about app marketing and the new trends one can witness in mobile marketing.

Neha Kulwal, CEO, Admitad, talks about the future of affiliate marketing and the company's growth over the years

The campaign has urged all women to go for an early detection of breast cancer.

The sticky banner appears to show up in YouTube pre-roll ads of other brands, like a standard in-video banner. And the adhesive power of the banner is so strong, that even the characters in the ads ca...

Conceptualized and executed by GREY Group, the latest campaign for ENO demonstrates how the sudden onset of acidity can not only disrupt an otherwise fun moment, but has the potential to derail the ce...