Bollywood entertainment may be widespread on television in India, but the number of channels that cater precisely to this genre are very few and far in between. When UTV Broadcasting launched UTV Stars on August 19, 2011, this niche space saw the addition of another serious player. And UTV Stars is elated with the response it has received in the first four weeks.
UTV officials quoted TAM Media Research data and pointed out that within four weeks of launch, the channel had seen growth to be at 23.5 GRPs for its TG of 1 million plus 15-24, in the Hindi speaking markets, in week 38.
In a press statement, Nikhil Gandhi, Business Head, UTV Stars, said, “We got the formula right and implemented it bang on. Right from the brand campaign to the shows, to the eclectic programming mix; we planned meticulously and were therefore confident of becoming leaders. The fact that we became no. 1 within four weeks is a testimony to that.”
The channel, which is the sixth addition to UTV’s bouquet of channels in the entertainment space, has positioned itself as being the only channel that is a Bollywood Insider and attempts to bridge the gap between superstars and their fans.
UTV Stars’ shows include actor Preity Zinta hosted ‘Up Close and Personal’ and ‘Live my Life’ amongst others.