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FROM:FROM:
Business todayBusiness today
88thth march, 2009march, 2009
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PROBLEMS FACED BYPROBLEMS FACED BYSTARPLUSSTARPLUS
Star was losing momentum rapidlyat its flagship channel
its biggest competitor: ZEE, Colors
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Star was losing momentumStar was losing momentum
rapidly at its flagship channelrapidly at its flagship channel
its relative share in cable & satellite
home had fall 48% by end 2006from 60% in 2004.
ZEE TV had gained 21% viewer ship
than 7% during that period. misperception by its employee
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Its biggest competitor:Its biggest competitor:ZEE, ColorsZEE, Colors
Before COLORS enters in entertainment market
ZEE TV was biggest competitor.
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After entering COLORSAfter entering COLORS
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Solution made by STARPLUSSolution made by STARPLUS
Star appointed Mr. Uday Shankar asits CEO
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and How STAR isand How STAR is
Fighting BackFighting Back
Foray into regional entertainment Entry into Bollywood with Fox STAR
Studios.
Fresh programming & innovative ad-sales strategy.
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Programming OverhaulProgramming Overhaul
Showing programs like yeh rishtey,Tujh sangh preet lagai, Aap kiKacheri.
More focusing on Prime time shows.
Enters reality shows like Voice OfIndia, Nach baliye etc.
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Regional ForayRegional Foray
STAR India is earning roughly $100
millions into 6 Indian languages.
Like Marathi, Bengali, Tamil,Kannada, Malayalam, Telugu.
Now entering in Gujarati channelalso.
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Share of channelsShare of channels
ChannelsChannels ShareShare
STAR
JOLSHA(BENGALI)
20%
STAR MARATHI 10%
STAR MALAYALAM 10%
STAR TAMIL 9%
STAR TELUGU 12%
STAR KANNADA 15%
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Entry into Bollywood withEntry into Bollywood with
Fox STAR Studios.Fox STAR Studios.
It plans to be a one-stop shop that
encompasses film acquisition,development, marketing, production& distribution.
Made contract with JupiterEntertainment for southernlanguages movies.
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Innovative Ad strategyInnovative Ad strategy
STAR is attempting to draw on thestrength of the network
Client full opportunity for branding.
distribution by Hethway, TataSky.
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