Star India on August 21 announced the launch of its Bengali general entertainment channel Star Jolsha in Kolkata. Star Jolsha is scheduled to go on air on September 8. With this, the Star TV Network further intensifies its focus on the regional channel space after Star Vijaya.
A company release quoted Uday Shankar, CEO, Star India Pvt Ltd, as saying, "Star Group has always raised the bar and set new benchmarks in Indian television entertainment. With Star Jolsha as well, we plan to create a revolution in the Bengali entertainment genre, similar to what we have been able to achieve with our other leading brands. With Star Jolsha, viewers can look forward to a standard of Bengali entertainment that is on par with the finest in the country, bar none."
With the tagline 'Chalo Paltai' (Let's bring about a change), the channel promises to offer its viewers with fresh, new and original content. Some of the megas include 'Bandhan', a family drama produced by Venkatesh Films, in which actor Victor Bannerjee will be making his small screen debut; a romantic thriller 'Neer Bhanga Jhor', produced and directed by Ravi Ojha; and 'Ekhane Akaash Neel', a romantic story set in a hospital background, produced by Screenplay Films and directed by Anindo Bannerjee, among others. There will also be a celebrity comedy show titled 'I Laugh You' and a chat show 'Ghosh & Company', hosted by well-known film director Rituparno Ghosh.
Star Jolsha has reportedly also bought the rights of several Bengali films, some of which would be premiering on small screen for the first time.
JC Giri, Regional Channel Head, Star India Pvt Ltd, said, "The Bengali regional genre has shown substantial growth in the past two years vis-à-vis other regional entertainment market. The overall market has also evolved and viewers are looking for a change. In a year's time, we promise to bring about the required change and transform the viewing habit of Bengalis with Star Jolsha. With this channel, we will bring in a new level of vibrancy and diversity to the world of entertainment."
The channel logo, identity and promotional music video were also unveiled at the launch event.
Star India to launch Bengali GEC in September 2008, GECs in Marathi and Gujarati to follow