With an aim to change the way English entertainment is consumed in India and fill the need gap, Star World on Friday, December 11, 2009, announced a change in its programming strategy. The English entertainment channel has created two blocks – Monday-Thursday and Friday-Sunday – which would include shows in their latest seasons and many new shows as well.
Both online and on-air would be utilised in a big way to communicate the new programming strategy. As much as 40 per cent of the marketing budget has been allocated to digital media, wherein social networking sites would be used actively, mobile applications would be created, and by and large there would be an attempt to go beyond advertising.
There will be select use of BTL and ATL activities as well aimed at attracting those who viewed English entertainment channels. This apart, it is also learnt that Star World would use cross-channel support of the Star TV network to communicate the programming strategy to audiences of similar tastes, for instance, in channels like Star Movies, Fox History, National Geographic Channel and Channel [v].
In conversation with exchange4media, Jyotsna Viriyala, VP and GM, Star Movies and Star World, said, “Star World aims to change the way English entertainment is consumed in the country. In fact, the Indian television viewing habits are very different from those in the US and hence, this need gap has to be filled.”
Keertan Adyanthaya, Executive VP and GM, Star Movies and Star World, added here, “Today, the Indian audience is exposed to a lot many entertainment, the challenge, however, remains in the fragmentation of channels, wherein all kinds of media wants to draw eyeballs, hence we are equipping ourselves to market ourselves and reach out to a wider audience.”