Star Entertainment Media Pvt Ltd has announced the launch of its third regional general entertainment channel (GEC) called ‘Star Pravah’, a Marathi GEC, on October 20. The channel is expected to be on air by mid-November.
Commenting on the launch, Uday Shankar, CEO, Star India, said, “With Star Pravah, we hope to touch the chords of our viewers and set new benchmarks in multi-genre Marathi content on television. The discerning viewers of Maharashtra are unwilling to accept mundane, regular formats and are looking for realistic, non-melodramatic and meaningful stories. Understanding their needs, we hope to showcase programmes with a strong Marathi cultural bent.”
Speaking on the marketing strategy, JC Giri, EVP and GM, Regional Channels, said, “Star Pravah would be aggressively supported by 360-degree marketing approach. Advertisers are responding very well and are positive towards the channel.” He further said that the ad rates would vary from show to show. The key focus was on original content, he added.
According to an official statement, “Quality entertainment reflecting Maharashtrian culture and values, also evoking pride in being Maharashtrian’ is the mantra of Star Pravah and would feature innovative programmes, talk shows, mega historical epics, smart comedy and much more. The most talented names in the industry are working to deliver the best form of entertainment that will become an integral part of all viewers in Maharashtra.”
The launch of Star Pravah also saw a preview of the driver show – ‘Raja Shivchhatrapati’, which is produced by Chandrakant Desai Productions. The show has been directed by Hemant Deodhar, while Nirmal D Jani is the director of photography.
On the show, Shankar said, “Epics like ‘Raja Shivchhatrapati’ promise to change the world of Marathi television viewing and also bring a new level of diversity and set higher standards in the world of Marathi entertainment.”
Commenting on the launch of ‘Raja ShivChhatrapati’ on Star Pravah, Producer Nitin Desai said, “It is an honour to present India’s greatest epic with its timeless values and teachings on Star Network’s new Marathi channel, Star Pravah. Making an epic on a personality that has left an indelible mark on the hearts and minds of the audience is a huge challenge. Viewers would be privy to the most unprecedented performances on a never seen before scale.”