MAM
Star’s new ad rate systems aims at transparency
MUMBAI: It is a step that could alter the way media buying takes place. Buoyed by the latest NRS 2005 survey putting the cable and satellite homes at a whopping 61 million, Star India is pressing hard for a more transparent advertising rate card structure to its clients.
The new system titled ‘Star Advantage’ has drawn up rates for the entire network to minimise discounting and pave the way for a structured sales scenario.
Says Star India COO Sameer Nair, ” The card rates were anyway so absurd. We are going to redefine the way ad sales is done. The aim really is to ensure consistency in spends across the network and drive the next phase of growth for Star.”
How? Nair says the new improved structure will ensure more client focus as well as more reach for the advertisers. The endeavour being uniform consumption across the channel leading to an increase in their yield.
The ad sales division is also undergoing change, aimed at sharper focus at spreading spends across the network. It will now comprise account and channel teams. While the former will cater to specific clients and present Star as a “One stop Shop” which offers eyeballs across all TGs and SECs, the latter will be focussed on servicing brands and clients across channels.
Last month, the network announced specific ‘client service teams’ to build and promote their brands across its entire portfolio of channels. The new set-up follows the network sales route, enabling Star’s top 55 clients to deal with one single client servicing team making it simpler and effective for clients. While two dedicated teams were formed to handle the Hindi and the English channels as a cluster for the remaining clients. Star has a total of 400 clients.
Star Advantage will offer rates for all the channels across the Star Bouquet which will be available for clients on www.star.co.in , which will be accessible from 8 July.
But does this mean Star is taking the radical step of doing away with discounts? Volume buys and established spend patterns will still attract discounts. But the leading network in the country is saying ‘no’ to its other clients. The ‘Star Advantage’ rates will be used as the final effective rates.
When queried as to whether media buyers could still negotiate on the new rates, Nair retorts,” They can try.”
Star will not be the only network to take a hard stance on its ad rate structure. TV Today and Eenadu, according to the industry, have been rigid on their rates.
To put things in perspective, if one looks at Star’s rate card stated below, it throws light on how redundant and unrealistic the rate card has been. Star Advantage is an attempt to bring the rates closer to industry estimates.
Snapshot of the old Rate card Vs Star Advantage –
Programme
Old card rate per 30 secs (INR)
Star advantage 30 secs (INR)
Kyunki Saas bhi kabhi bahu thi
20,00,000
8,16,000
Kahaani ghar ghar kii
20,00,000
7,14,000
Kasautii zindagii kay
20,00,000
6,63,000
Kahiin To Hoga
17,00,000
4,95,000
So, have the Star’s effective rates ( much below Star’s old rate card) been upped? Explains Nair, “If you look at a simple spot rate from last year to this year, then the rates have gone up. But, one cannot say if it has or not as rates have varied for different clients on the basis of spends and volume buys.”
A media professional from a leading agency says, “Star has tried to rationalise its cost and make it more authentic. If Aaj Tak can do it, then why not Star. This will bring in more clients with varying spends across its network. Although undoubtedly, it will be a tough task, as negotiations will still take place.”
Lodestar Media’s national media director Nandini Dias says, “Media buying is all about demand,supply and pricing. If the pricing is really transparent and matches the current market rates then why not.”
Group M’s Manas Mishra views this as a good step. ” This is a sign that the industry is maturing. Media buyers will, however, continue to negotiate because economies of scale will never go out of fashion.”
Validating Star’s move, TV Today vice president ad sales Rajnish Rikhy says, “The problem with the television industry is the fact that there has not been a listed card, hence the market is very confused. Television needs to start working on MRP’s too. We as the news genre leaders have been strictly following our rate cards and are happy to have the leaders of the entertainment genre adopt this practice too. This will bring in uniformity, credibility as well as centralisation of the whole process. Star may face some short term issues but it will definitely help the network as well as the industry in the long term.”
Summer comes with intense sun exposure, sweat, and excess oil. The result is tanning, dullness, and uneven skin tone. Your skin may continue to appear tired if your routine stays the same. Therefore, a detan face wash is essential.
It can remove tan, cleanse thoroughly, and restore your natural glow when paired with a tan removal face mask, without over-drying your skin. Understanding how it works and why it matters will help you use it to get the desired results.
What Is a Detan Face Wash?
A detan face wash is a cleanser for addressing sun tan, pigmentation, and buildup caused by UV exposure and pollution.
It works on the following aspects.
- Surface cleansing by removing dirt, oil, and sweat.
- Mild exfoliation to remove dead skin cells.
How it works?
Function What it does? Exfoliation Removes dead, pigmented cells Brightening Reduces melanin buildup Cleansing Clears sweat, oil, and pollution Skin renewal Promotes fresher, even-toned skin
Why Your Skin Needs Extra Care in Summer
Summer conditions in India mean heat, humidity, and UV exposure. They can directly affect your skin barrier.
Common summer skin issues
- UV rays lead to more melanin, which results in tanning and pigmentation
- Sweat and oil clog pores, leading to acne and blackheads
- Dust and pollution make your skin dull and uneven
What happens without proper cleansing?
- Tan layers build up
- Skin looks darker and patchier
- Breakouts become frequent
Using a face wash for summer that removes tan can prevent this cycle.
Top Detan Face Wash Benefits for Skin in Summers
- Removes Tan and Brightens Skin
Detan cleansers contain exfoliating ingredients that fade pigmentation caused by the sun.
Result
- More even skin tone
- Visible brightness over time
This is the right way if you are searching for how to remove sun tan from face at home.
- Deep Cleansing Action
Sweat and oil trap dirt inside pores. A de tan face wash benefits in clearing this buildup.
Benefits
- Reduces clogged pores
- Prevents acne and blackheads
- Keeps skin breathable
- Controls Excess Oil
A de tan face wash for oily skin controls sebum without stripping moisture.
Ideal for
- Oily skin
- Combination skin
- Humid conditions
- Refreshes and Revitalises Skin
The skin feels heated and fatigued after sun exposure. Detan cleansers include soothing ingredients.
Effects
- Cooling sensation
- Reduced irritation
- Instant freshness
- Cleanses Without Drying
A good formula balances cleansing with hydration.
For example, the Detan face wash by Foxtale uses:
- Papaya enzymes for gentle exfoliation
- Vitamin CÂ for brightening and antioxidant protection
Its sulphate-free formula removes tan and buildup, but also hydrates the skin. It is suitable for daily use in dry heat.
Key Ingredients to Look For in Detan Face Wash for Summers
Choosing the right ingredients determines whether your cleanser will work or not.
Ingredient guide
Ingredient Function Vitamin C Brightens, reduces pigmentation Papaya Enzymes Enzymatic exfoliation removes tan Aloe Vera Soothes sun-exposed skin Lemon Extract Mild astringent, helps cleanse Activated Charcoal Detoxifies, controls oil
These ingredients make a formula work in de tan face wash for men and women with outdoor-heavy routines.
How to Use Detan Face Wash Effectively
Consistency and technique matter as much as the product.
- Splash your face with lukewarm water.
- Take a small amount of the cleanser.
- Massage gently for 30–40 seconds.
- Focus on tanned areas (forehead, nose, cheeks).
- Rinse thoroughly and pat dry.
- Follow with moisturiser and sunscreen.
Frequency
- Twice daily (morning and night).
Use the cleanser with a weekly Tan removal face mask to get faster detanning results.
Who Should Use a Detan Face Wash?
A detan face wash is suitable if you:
- Spend long hours outdoors
- Notice tanning or uneven skin tone
- Have oily or combination skin in summer
- Want a brighter, fresher look without harsh treatments
It works equally well as a de tan face wash for men dealing with sun exposure and oiliness.
Final Thoughts
A detan face wash is an upgrade to your summer routine with a specific purpose. It removes tan, controls oil, and maintains clarity in conditions that naturally damage your skin.
Tanning fades slowly with the right ingredients and regular use. Your skin will appear clearer and more even. Results take time, so let your skin recover from sun damage by being consistent with your routine.
