GECs
Star Utsav Movies to launch on 28 May; focuses on being truly rural
MUMBAI: With an extensive portfolio of channels under it, Star India is all set to add one more feather to his hat. The network will launch its free to air (FTA) Hindi movies channel Star Utsav Movies on 28 May.
The advent of BARC has led rural markets taking the center stage with more than half of the TV viewership coming from the heartland. Entering this space, is this new channel which is completely focussed at the rural market and will play popular Bollywood films for the homes that do not have access to these films.
Following the motto of being the first truly rural channel, their tagline Har Din Utsav promises an indication of their endeavour to give its viewers a reason to celebrate every day with the biggest and best stars on screen. Aimed at building a strong footprint in the rural market, the new channel will cater to the rural tastes, consumption and need.
Star Gold, Movies OK, Star Gold HD and Star Utsav Movies general manager Hemal Jhaveri says, “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”.
The channel has done an extensive research over 8-9 months in multiple states like Rajasthan, Gujarat, Uttar Pradesh, etc to unravel the rural psyche before rolling out the channel. Through their survey, various key elements like afternoon slot, rural entertainment viewing pattern, the availability of screen, etc were considered before laying the channel’s programming schedule.
“The study shed light on the key usage and behavior patterns which has been the cornerstone for all acquisition, programming and marketing inputs on this new channel offering”, points Jhaveri.
Through this data, the channel will look at their content vigilantly to have a sturdy family appeal policy being followed in their line-up.
“What made this research unique and accurate was the fact that it was tailor made to each respondent surveyed basis their viewing behavior which was captured on close circuit cameras positioned in their homes. The rural markets are the last important frontier and we believe Star Utsav Movies will empower both the consumers and advertisers alike,” he further adds.
The channel will be initially available exclusively on Doordarshan’s free direct-to-home (DTH) platform Freedish and will later be made available on other platforms according to the channel’s distribution strategy.
Various advertisers from FMCG, telecoms, tractors, agriculture equipment, etc sectors are expected to get on board. Whereas, the content offering on the channel will be different from the network’s other channels like Star Gold, Movies Ok and Star Gold HD.
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.
GECs
Samsung TV Plus launches Kings of Comedy channel
New free FAST channel brings iconic Hindi comedy shows to millions of Samsung Smart TV owners.
MUMBAI: Samsung TV Plus has just turned up the laughter volume and it’s completely free. The leading free ad-supported streaming television (FAST) service in India has launched Kings of Comedy, a premium comedy channel featuring some of the country’s most beloved primetime shows. Available exclusively on Samsung TV Plus, the channel delivers back-to-back hits including Comedy Nights with Kapil, Khatra Khatra Khatra, and Comedy Nights Bachao, with no login or subscription required.
The launch marks a milestone for free streaming in India, offering audiences a dedicated comedy destination directly from their Samsung TV home screen. It arrives as Samsung TV Plus India celebrates its 5th anniversary, during which the service has grown its monthly active users by 42 per cent and more than doubled its total viewing hours. The platform now offers over 180 free channels across 14 languages.
Samsung TV Plus India general manager and head of business development Kunal Mehta said, “Comedy is the heartbeat of Hindi entertainment, and Kings of Comedy brings together the shows Indians already love, completely free on their Samsung TV. Our focus remains the same take the content people know and make it effortless to access.”
Globally, Samsung TV Plus has surpassed 100 million monthly active users across more than 4,500 channels, solidifying its position as one of the world’s leading free streaming services.
Kings of Comedy is now available on all compatible Samsung Smart TVs. For viewers seeking non-stop laughter without any cost, this new channel delivers a royal treat proving that sometimes the best entertainment really does come with no strings (or subscriptions) attached.
