Programming change at Star World

To change the metric of consumption of English channels across the nation, Star World recently announced changes in its' programming strategy, with two new blocks-Monday-Thursday and Friday- Sunday- created to showcase seasonal new programs and new shows.

Online and on-air will disseminate the new strategy and 40% of advertising budget has been allocated to digital media for this purpose to utilize social networking and mobile apps in an attempt to relocate the focus point beyond the ken of traditional advertising.

Select BTL and Atl activities shall be engendered to promote this new strategy and cross- channel support off the Star TV Newtork- to advocate English programmes to similar audiences- shall be made to Star Movies, Fox History, National Geographic and other English-content driven channels.

Indian TV habits differ widely from those in the US and changes are required, especially in the region of fragmentation- where all kinds of media vie for increased leverage and visibility- leading Star World to diversify marketing strategy in order to attain wider viewership.