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Star Utsav Movies to launch on 28 May; initially available exclusively on Doordarshan’s free direct-to-home (DTH) platform Freedish


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.

Source: Indiantelevision.com


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  1. Excellent, Well Done DD !!

    40% Hindi speaking population gets 100% additional channel
    60% Regional language speaking population gets Nothing(0% additional channel).

    DD is biased and favors only Hindi. DD completely discriminates,neglect and ignore Regional channel like Assami,Bengali,Tamil,Telugu,Malayalam,Gujarati..etc.

    This is BIG injustice to regional languages.

    1. 40% people can understand hindi. If add Tamil, telugu then only 6% population can understand.

      Tum jaise logon ki wajah se hi country alag alag tukdon mein bat gayi hai.

  2. Already launched hai.21 may se.
    Galat posts mat dalo.

  3. Aur bhai south indian har wakt tamil telgu mat kia kar.10% logo ko ati hai tamil baki kaya !
    Its better k hindi channel aye & sab dekh paye.
    Tumhe hindi nahi ati to seekh lo.
    Also abs freedish 75° pe many south indian channels hai.20-25 approx.

  4. Sir kindly add atleast one tamil news channel in free dth in tamil language the channels like
    channels are available in tamil language and my request is kindly add atleast one tamil news channel in the above mentioned channels in the private dth like SUN DIRECT,RELAINCE BIG TV,DISH TV all tamil news channel become available but in our free dth no tamil news channel become available in dd free dish and my request is not give support for private dth and the other regional languages like hindi there are lot of news channel become available in our free dish and in tamil language no news channel become available so kindly add atleast one tamil news channel in free dish immediately

  5. Bhai koi batayga ye mpeg4 box kaha milega please

    1. sir plz add zee classic channel

  6. anis ji abhi ruko quiki DD apna STB launch karne ja raha he, jisme kayi naye function honge
    abhi MPEG4 me koi chanel DD par nahi he, 24 chanel repeate chanel the aur ab band he jinki quality bhi MPEG2 jaisi thi.
    Nye DD STB me SUB Tital, EPG aur encripted chanel ki suvidha hogi, magar ye STB market me kab aayege pata nahi, uspe kam chal raha he aisi jankari he.
    MPEG4 Free DTH market me uplabdh ke jo ki 1400-1800 tak ki range me he jisme- HDMI, recording/play,USB port he. Apni nazdik electronic market me pata kare

  7. zee news 8pm to 9pm time me hi kyo chalta hai baki time band rahta hai daily. aisa kyo. ya kab tak rahega.

  8. Dear Sir Please Add KANNADA Channel

  9. satish sir, any news about today’s e-auction? which channels won the slots? please update.

  10. 24 ghante ho gaye 27 e-auction ko .koi updates nahi.

  11. Good news.
    Utv movies won slot in 27 e auction.

  12. Zee tv luanch new hindi movie channel ‘Zee anmol cinema’..

  13. wrong he zee premiere cinema he

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