Star India, with an extensive portfolio of channels is all set to add one more channel to its lineup. The network will launch its free to air (FTA) Hindi movies channel Star Utsav Movies on Saturday 28 May 2016. The new channel which is completely focused on rural market will play popular Bollywood films for the homes that do not have access to these films.
Hemal Jhaveri, General Manager of Star Gold, Movies OK, Star Gold HD and Star Utsav Movies said: “We are excited to announce the launch of Star Utsav Movies on 28th May, India’s first ‘Truly Rural’ Hindi movie channel”.
“Our analysis indicated that there was a clear need gap in this category since 25% of the total viewership came from movies, but the Hindi movie genre share is a miniscule 5 %. This is because of the non-availability of good content from the existing Hindi movie channels in the FTA space”, he added.
To drive reach and awareness for the new channel, a multi-media launch campaign has already kick-started. Besides a comprehensive high impact TV plan, the promotion also includes a high octane radio plan besides unique brand experiences on ground across villages in key markets which will bring alive the brand promise. The channel is leveraging the might of Star India Network to rapidly build awareness.