The Broadcasting division of UTV announced the launch of its latest offering, UTV STARS – The Official Channel of Bollywood, a specialty entertainment channel, dedicated exclusively to Bollywood and its most sought after celebrities.
The launch of the channel was announced in a grand ceremony at JW Marriot, Mumbai. The event was graced by the presence of Bollywood biggies such as Yash Chopra, Karan Johar, Farah Khan, Ashutosh Gowarikar along with Ronnie Screwvala.
Having revolutionized the Movie Production industry in the past 6 years and established a strong foothold in the Broadcasting industry, the UTV Group, the leader of Bollywood launches the brand UTV STARS. The group proposes to offer the viewer outstanding content packaged in the glamour, shimmer and shine that’s truly Bollywood.
Research suggests that Bollywood is omnipresent. Bollywood never ceases to fascinate its followers. The average viewer is exposed to a plethora of Bollywood centric content across all platforms. However, the sporadic presentation of the content is what makes his appetite even richer. Simply put, the viewer is yearning for holistic content.
UTV STARS is an invitation to be part of the dream world of Bollywood. It is both glamorous and approachable. It promises to satiate the viewer’s appetite for exceptional content that showcases the land of ‘Bollywood’ from the inside.
The UTV STARS’ logo instantly portrays the premium positioning of the channel. It is diamond studded with elements that have been packaged by ‘Thank You’, a renowned agency based in Denmark. The striking packaging of the channel has been inspired by the glitz and glamour, which is the hallmark of Bollywood. In keeping with the latest technology trends, UTV STARS is a high definition (HD) channel, thereby enhancing the viewer’s overall television viewing experience.
The content of the channel will primary span three categories: Original Programming, News Formats and Music. UTV Stars has a rich assortment of daily News Shows and weekly Features driven by a large news team of over 80 people. Innovative Original Programming characterized by formats that give fans access to the star as also formats involving top celebrities, will take charge over the weekend.
Commenting on the launch of the channel, MK Anand, CEO – Broadcasting, UTV said: “The Broadcasting arm of UTV has experienced phenomenal growth in a span of just 4 years. With focused channels for targeted audiences, we have successfully managed to break through the clutter in the entertainment space. The launch of UTV STARS is part of our ongoing effort to build a unique and differentiated network.”
Zarina Mehta, Chief Creative Officer – Broadcasting, UTV said: “UTV is known for creating innovative, cutting edge products be it Channels, Movies or TV shows. We believe with UTV Stars we have created a truly Stand out Brand for our consumers – be it in the logo, packaging and in the very innovative content offering we have created. Our aim is to offer the Indian audiences Bollywood up, close and personal, thereby leveraging the unique vantage point we have of being the producers ourselves.”
Nikhil Gandhi, Business Head, UTV STARS, opines: “Having revolutionized the movie production space, the foray into a Bollywood Centric channel seemed entirely logical. Our decision to launch a Bollywood channel is backed by strong research just like the other channels in the network. The findings of the research have clearly identified the need for better and more structured Bollywood centric content. And with UTV STARS, we strongly believe that we can bridge the ‘need gap’ by constantly offering audiences never seen before content.”
The channel is primarily targeted at urban Indian youth and is being established as a 360 degree brand that is present across various platforms such as TV, Web, Mobile and On – Ground. It will primarily be distributed in all HSM (Hindi Speaking Markets) in India on launch and will foray into the UK, US, Europe and UAE markets immediately after that.