Mumbai | Broadcaster Star India today said it will launch a free-to-air (FTA) Hindi movies channel ‘Star Utsav Movies’ on May 28. The channel will be an exclusive offering for the rural market, the company said in a statement.
With the advent of BARC, rural markets took the center stage with over half of the TV viewership coming from the heartland, said Hemal Jhaveri, General Manager – Star Gold, Movies OK, Star Gold HD and Star Utsav Movies. Our analysis indicated that there was a clear need gap in this category since 25 per cent of the total viewership came from movies, but the Hindi movie genre share is a miniscule 5 per cent.
This is because of the non-availability of good content from the existing Hindi movie channels in the FTA space, Jhaveri added. It did an extensive research study on the key usage and behaviour patterns in rural area, which has been the cornerstone for all acquisition, programming and marketing inputs on this new channel offering.
A multi-media launch campaign has been rolled out to create awareness for the new channel. We will leverage the might of Star India Network to rapidly build awareness.
Besides a comprehensive high impact TV plan, the promotion also includes a high-octane radio plan besides unique brand experiences for viewers on ground across villages in key markets, he added.
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