Presented By:

Group 7
 Indian Entertainment Industry (IEI) is the
fastest growing sector and well-performed in
the economy.
 Growth of IEI: broadband, DTH, IPTV,
digitalization and Radio industry.
 Satellite Television Asia Region (STAR) is an Asian
TV service owned by Rupert Murdoch's News
Corporation in 1 Aug 1990
 Launched in 1991, STAR is the wholly owned
subsidiary of News Corporation.
 STAR India is the most viewed network in Indian
television.
 STAR was the pioneer of satellite television in Asia
and initiated growth in television industry in the
entire region.
 It is headquartered in Hong Kong, with regional
offices in India, mainland China, Taiwan, Singapore,
as well as in other south Asian countries.
 STAR has more than 300 million viewers in 53
countries and is watched by approximately 120
million viewers everyday.
 STAR TV is estimated to have made a growth of 10% in
2008-2009, whereas it registered a growth of 20% in 2007-
2008.
 STAR·s channels are now available in the U.S., the U.K.,
the Middle East, Australia, New Zealand, Singapore and
Hong Kong.
 STAR India has also taken the best of Indian content to a
global audience, reaching the Indian Diaspora
 STAR India is the most profitable arm among
News Corp’s Asian operations, generating
revenues of over $440 million (over Rs 2,200
crore).
Star build brand on 3 planks:
 E factor (Quality Element)
 Superior Content
 Strong Grip on consumer pulse
 Localisation
GEC channel of india

Regional channels

GEC channel worldwide

movies
news

others

sports
 Launched on 21 February 1992
 Star Plus is a Hindi language general entertainment
television channel based in India.
 The channel is part of the STAR TV network's bouquet
of channels.
 Star Plus' programming primarily consists of family
dramas and telefilms.
 Kaun banega karorepati
 Kyun ki Saas Bhi Kabhi Bahu Thi
 Kahaani Ghar Ghar Kii
 Kahiin To Hoga
 Kasautii Zindagii Kay
 Nach baliye
 Sach Ka Saamna
 Kis Desh Mein Hai Meraa Dil
Strength
• High Production Capabilities
• Huge infrastructure
• Talent Hunting / Artist Management
• Solid Financial Position
• A good mix of sponsored & commissioned shows
• Integrated film maker - Production, Marketing &Distribution of
films
• Stringent Risk Management practices.
Weakness
• High Cost of Production against industry average
• Concentrated Clients
• Dependence on few key people for concept & creativity
Opportunities
• Create content for other regional languages /
international market
• Enter into more reality segments
• Monetization of content through other delivery
platforms
• Expand presence in digital space
Threats
• Rising Competition
• Piracy
• Gaining popularity of other entertainment options
likesports, gaming, internet, malls, travelling etc
• Change in Government Policies
• Rising labour Cost & Energy Cost
 Mind set of people….Saas Bahu Channel.
Challenges
 Competition from spate of new channel.
 Strong hang over of the legacy content taging STAR
Plus as a saas-bahu channel.
Approach
 Create consumer experience out of the television
medium-Consumer outreach programs.
 Create engaging content to attract new viewer and
break away from the aura of the legacy properties.
 360 degrees marketing to create sufficient
awareness about the shows.
 Effective use of PR machinery to build credibility &
perception.
 Tagline-Rishta Wahi ,Soch Nayi
 The logo designed by Venture 3,London –based brand
solution company.
 The creative team behind the new look includes
Piyush Pandey, executive chairperson and creative
director, Ogilvy South Asia; music composers,
Shankar, Ehsaan and Loy; and singer Shreya Ghoshal,
who have worked on the new signature tune.
 Red is the most special colour in India society.
 It is the colour of life, festivities, family, marriage, positivity and
energy.
 It emerged as the most compelling colour that people could relate to.
 Besides, the fact that red looks great on broadcast. "
Key marketing strategies which makes STAR India “The
market leader”:
 Maintaining aggressive promotion and packaging
approach for all programmes.
 STAR concentrate on each age group of viewers and
broadcast programmes at specific time.
 Advertisement of programmes by print media.

 Celebration of festivals.

 They invite celebrities in their shows during festival

season.
 Broadcasting famous TV show for full day.
 Star India Earn Rs1500cr ad revenue
 Major Contribution by Star Plus-Rs900
cr
 Star Vijay,Tamil-Rs 60-62cr
 Star Movies,Star Gold-Rs 200 cr
 Star One-Rs 200 cr