Ad World Cool To Star Plan To Indianise Channel

In media, if you do not do something today, it may be too late tomorrow, Basu said at his first press coneference since assuming charge at STAR.

The mix of Hindi and English-language entertainment, news and current affairs programmes also include a package of British comedies like Yes Minister and documentaries acquired from the BBC.

However, the Hindi-language programming devised by Star TV for Plus after extensive research has not enthused the advertising world.

We are very sceptical about the dilution of the Star Plus character to begin with, O&Ms director (media), Anita Nayyar, told Business Standard.

According to Basu, the channel expect to substantially increase its revenue through such changes.

 

It expects to earn $ 10 to 15 million through advertisements this year. According to international reports, Rupert Murdochs Asian venture comprising Star TV has been incurring losses over the years.

From October 21, cable and satellite homes will be served a mix of Hindi and English-language serials and programmes not just during prime time, but also for executives in the morning, for women during afternoons and for kids after school.

This include dubbed version of Bold and The Beautiful and Hindi serials like Imtihaan and Tehkikat. On Sundays, Hindi and India-specific programmes start from 7 am.

My mandate is to Indianise Star Plus with programmes which will meet the cultural values of the country and not hurt Indian sensibilities, Basu said at a press conference.

Allaying fears on the cultural invasion from sky, Basu said the selection of programmes will be done very carefully.

However, he ruled out that Star is out to wipe out Zee TV or Doordarshan from the television homes. Rupert Murdoch does not have a cultural agenda nor is Star TV interested in getting into a competition with Zee TV or Doordarshan as both have their own base, Basu said. Star Plus, he said, will not be re-launched as a Hindi-language channel.