Star Jupiter Entertainment Television, the joint venture formed late last year with STAR and Rajeev Chandrasekhar’s Jupiter Entertainment Ventures, is beginning to scale up its activities. Its Kannada GEC Suvarna has launched a mega property ‘Katheyalla…Jeevana’, which is a reality show with real life stories. South India female actor Lakshmi is the host of the show, who helps and counsels participants to overcome their challenges. The show will be telecast from Monday to Friday, in the 8 pm to 9 pm slot, beginning June 22, 2009.
Anup Chandrasekharan, COO, Suvarna TV, who was present at the launch event, said, “We are looking at revamping the entire programming line up. This is our first offering in this direction, and will launch a host of new initiatives in the couple of months.”
Jagadish Kumar, President, STAR Network, South India, added, “We have been guilty of ignoring the South India market and we are here now to make all the amends. STAR is known for its programming quality, entertainment while being socially relevant. These three qualities will be seen across all our future endeavours in this market. South India forms almost 50 per cent of the all India cable and satellite television homes which goes to show the tremendous potential and significance that this market holds.”
On the way ahead, he said, “Our priority was to get quality resources. We have been able to do that now, and have a great team in place. We had an advantage of the equity that Suvarna already had in the market. It is true that there is a huge gap between Udaya TV, ETV Kannada and Suvarna, but we are eyeing the number two slot in next six to 12 months. We engaged a research agency, which got into focus group discussions to understand the fatigue level, and also understand viewers need. Based on this, we will be taking a revamp exercise. The idea is to tell good stories and tell it compellingly enough for viewers to watch, and raise the bar for Kannada viewing audience.”
While Kumar did agree that the STAR brand name would eventually be brought to the channels under the STAR Jupiter JV, he offered no comments on the subject, and asserted that there were no immediate plans on this. He concluded, “We are right now focussing on the way ahead, and exploring ways in which we can grow.”