The Broadcasting division of UTV on July 26, 2011, announced the launch of its latest offering, UTV Stars, a specialty entertainment channel, revolving exclusively around Bollywood and celebrities. Taproot India has bagged the creative mandate for the new channel, while Motivator will be handling the media duties.
An ad campaign is slated to go on air from August 1, 2011, which will span various platforms such as TV, web, mobile and on ground. The channel is looking at a complete 360 degree marketing strategy, though the television media will be the most important part of the marketing mix.
Speaking on the launch, M K Anand, CEO – Broadcasting, UTV, said, “The Broadcasting arm of UTV has experienced phenomenal growth in a span of just four years. With focused channels for targeted audiences, we have successfully managed to break through the clutter in the entertainment space. The launch of UTV Stars is part of our ongoing effort to build a unique and differentiated network.”
Zarina Mehta, Chief Creative Officer – Broadcasting, UTV, added here that the aim was to offer the Indian audiences Bollywood up, close and personal, thereby leveraging the unique vantage point the group had of being the producers themselves.
The decision to launch a Bollywood channel was backed by strong research, said Nikhil Gandhi, Business Head, UTV Stars, adding that the findings of the research clearly identified the need for better and more structured Bollywood-centric content. “And with UTV Stars, we strongly believe that we can bridge the ‘need gap’ by constantly offering audiences never-seen-before content. There are three points that make us different from our competition – firstly, it is our packaging which is done in Denmark. Secondly, it is the innovative marketing measures that we are adopting, and the third is our content, which is innovative and has never been seen before,” he further said.
The content of the channel will primary span three categories: Original Programming, News Formats and Music. UTV Stars will air daily news shows as well as weekly features driven by a news team of over 80 people.
The UTV Stars logo seeks to portray the premium positioning of the channel. It is diamond-studded with elements that have been packaged by Thank You, a Denmark-based agency. The channel’s packaging has been inspired by the glitz and glamour, which is the hallmark of Bollywood. In keeping with the latest technology trends, UTV Stars is a high definition (HD) channel, thereby enhancing the viewer’s overall television viewing experience.
Meanwhile, UTV is also strongly focusing on the South market and had recently launched UTV Action Telugu. The group will soon launch the channel in Tamil language as well.