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Star’s
Hindi business channel to target rural viewers too
Star
TV is planning to launch a Hindi business news channel aimed
not only at the urban elite but also rural viewers, according
to sources. The decision has come at a time when NDTV, which
provides content to Star News, is working on having its own
business channel.
Star
is also planning to launch a 24-hour Hindi movie channel and
channels on health and education and put FOX News, FOX Kids
and UK Granada on its network.
Sources
say that The News Television group, the Rupert Murdoch company
which owns the Star channels, will be spending Rs 80 crore
on advertisements, of which Rs 50 crore would be spent on
building the Star Plus brand.
UTV,
in which Rupert Murdoch’s News Corp holds 12 per cent
stake, is also in talks with News Television for distributing
Vijay TV, its Tamil channel, on the Star network. Senior Star
officials said that the two companies had almost concluded
the final stage of the talks. Vijay TV has the second largest
viewership among Tamil channels. Therefore, when the deal
is struck, Vijay TV will have a wider audience and Star will
have penetrated a new market where its arch rival, Zee Television,
is already settling down through an alliance with Asianet.
This
is probably the first of a series of steps that Star will
have to take to secure a base in south India. It is likely
that UTV will also produce and provide content and programmes
to News Corp’s webcasting and Internet sites globally,
while Star will offer TV content to UTV’s broadband portal
sharkstream.co.
Chandan
Banerjee
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