Star Group Ltd seems to be gung-ho on strengthening its regional foothold. Last year though the broadcaster had given indications regarding expansion of the channel portfolio, it is this year when it is finally taking shape. This year, Star will launch a number of regional language general entertainment channels (GECs). The network is planning to launch one Bengali GEC by the end of July 2008. And also one Gujarati GEC and a Telugu GEC by the end of this year.
The channels will mainly focus on fiction and non-fiction reality shows. Media planners and advertisers are pretty upbeat about the entire venture. The network’s internal research shows that the size of the GEC market is upwards of Rs 150 crore and is growing by the hour.
Therefore, there is a lot of space for regional language GECs. The primary funding is being done by Newscorp through Star Asia.
When contact Uday Shankar, CEO, Star declined to comment on the matter. However, sources disclose that Star may launch the Telugu GEC for the Andhra market first because regional channels account for 65% viewership in Hyderabad market. Sources also disclose that for the Bengali GEC the channel is currently in talks with all the leading production houses in Kolkata.
Till now, Star had one Hindi GEC (Star Plus) and one Tamil GEC (Vijay TV) in its bouquet. Besides this they also have one Hindi news channel and other regional language news channels like Star Ananda in Bengali and Star Majha in Marathi, el al.
Besides this Star in JV with Ekta Kapoor’s Balaji Telefilms is slated to launch GECs in South India. The joint venture, 51% owned by STAR and 49% by Balaji, will be headquartered in Chennai.