Adgully Exclusive | Digital media forms a large part of our marketing spends: Star's Saurabh Yagnik

Star India Group has announced an aggressive strategy for the channels in its English entertainment portfolio this year. With a view to consolidate its position in the competing space of niche entertainment the Network is vying at some big ticket launches. For starters FOX History & Entertainment (FHE) was re-branded as FOX History & Traveller. The channel,with its changed name and approach will look at focusing on extensive travel based content, which will be edgier and focusing on young adults.

While for the other channels the network has chalked out a strong programming line-up with newer formats and seasons. While on the English movies' front Star Movies will package Hollywood blockbusters in an engaging format that will be extremely popular with fans in India. The channel has already seen its properties like the Martial Arts festival; Forever Bond, etc doing extremely well. STAR Movies will also soon premier the biggest movie of the decade, Avataar in August.

To know more about the Star Network's strategic plans to engage audiences better and embark growth for its English bouquet of channels, Adgully caught up with Saurabh Yagnik, General Manager & Senior VP, English Channels, Star India.

Talking about the new programming strategy for the English channels, Yagnik says that STAR English channels regularly bring engaging and exciting content for its viewers on a timely basis. As a part of the same belief he further adds that STAR World is committed to bring blockbuster entertainment with new Indian content every quarter, with shows like Koffee with Karan, Simi Selects India's Most Desirable, to critically acclaimed and popular international shows like Lie to Me, Masterchef Australia, Castle, etc. "In the next quarter, STAR World will bring popular English entertainment content such as Masterchef Australia Season 3, Lie to Me, Two & a Half Men 'Season 3, a new season of Simpsons, Rules of Engagement, Terronova, etc. For the FOX channels such as FX and FOX Crime, which are more premium English GEC's, we constantly introduce award winning and bold content such as Californication, Mad Men, 30 Rock on FX and Archer, CSI, 1000 ways to Die on FOX Crime," Yagnik points out.

Further elaborating on the growing market for English entertainment channels in India, Yagnik points out that about 30% of India's population converses in English, and thus the scope of growth in the English entertainment category is tremendous. Moreover he explains that with the increase in the number of English-speaking people in the country, this segment will grow atleast 2 to 3 times in the near future. "So this is nothing but good news for the television industry, especially the English GEC's, as the category has just started to open up," Yagnik says.

When asked about the Network's plan to bank on this growing audience base, he adds, "At STAR, we constantly strive to engage audiences beyond television by introducing path breaking initiatives such as customized promos, enhanced digital engagement programs through various social media activations, as well as clutter breaking on-ground initiatives. Moreover, we regularly introduce exclusive Indian content such as Koffee with Karan and Simi Selects India's Most Desirable that reaches out to more masses. Similarly for STAR Movies, we bring blockbuster Hollywood films that are extremely popular amongst fans in India. Also our exclusive tie-ups with some of the best international studios allow us to bring the best of Hollywood content to India regularly."

Talking about the Network's supremacy in the English entertainment genre, Yagnik says, "We have been redefining the growth of the English Entertainment category for over 16 ' 17 years now and will continue to do so with our exciting content and clutter breaking marketing initiatives. Moreover, we have pioneered the introduction of world class technology with Asli HD, thereby raising the standards of viewing television in the country."

The Network will focus to engage viewers beyond television. Yagnik says it will do so with its path-breaking initiatives that connect with the fans in India through digital and on-ground promotions. "We will continue driving the growth of this category in India through our exciting content and engaging initiatives across our channels," he adds.

While talking about the channel's strong plans Yagnik points out that the Network's English entertainment channels currently focus on a TG of male and female audiences in the age group of 15 ' 35, SEC A, across 7 metros. "Star Movies is consumed by a slightly broader base audience, where as Star World is consumed a higher end audience," he is quick enough to add.

STAR World recently introduced the Jukebox on Facebook to engage fans for longer on the site. Also for "Forever Bond' property on STAR Movies in July, the channel introduced a number of never seen before digital innovations that consist of special browser and facebook page apps that help the user destroy LIVE pages with the help of this mobile phone. Moreover, there will be constant engagement and entertainment for all JAMES BOND and STAR MOVIES fans through the social media platforms such with regular Bond Webisodes, daily trivia and contests.

Speaking further on the importance of digital media for engagement, Yagnik says, "Digital is a very integral part of marketing at STAR English channels. We have a dedicated team led by a Product manager and internal content writers. For us, Social Media is more important than just buying digital media vehicles. Through Social Media we look to engage and grow our fan base organically week on week. It is about pure engagement and not plain Brochure communication. We use digital media vehicles very effectively which forms a large part of our marketing spends and these spends would range from 30 to 40 per cent of our overall budgets." | By Prabha Hegde [prabha(at)adgully.com]