Aimed at rural viewers, Star Utsav Movies channel to go on air on May 28

Star India has announced the launch date of its free to air (FTA) Hindi movies channel, Star Utsav Movies, which will be an exclusive offering for the rural market.

Speaking on the launch, Hemal Jhaveri, General Manager, Star Gold, Movies OK, Star Gold HD and Star Utsav Movies, said, “We are excited to announce the launch of Star Utsav Movies on May 28, India’s first ‘Truly Rural’ Hindi movie channel. With the advent of BARC, rural markets took the centerstage with more than half of the TV viewership coming from the heartland. Our analysis indicated that there was a clear need gap in this category since 25 per cent of the total viewership came from movies, but the Hindi movie genre share is a miniscule 5 per cent. This is because of the non-availability of good content from the existing Hindi movie channels in the FTA space. An extensive research study undertaken to unravel the rural psyche shed light on the key usage and behaviour patterns which has been the cornerstone for all acquisition, programming and marketing inputs on this new channel offering. What made this research unique and accurate was the fact that it was tailor made to each respondent surveyed basis their viewing behaviour, which was captured on close circuit cameras positioned in their homes.”

“Star Utsav Movies has been designed with the rural viewer in mind. The insights from research gave us a rich perspective on triggers that dictate his approach towards life and his entertainment needs. ‘Har Din Utsav’ as a promise is an indication of our endeavour to give our viewers a reason to celebrate every day with the biggest and best stars on the channel,” Jhaveri added.

To drive reach and awareness for the new channel, a multi-media launch campaign has already kick-started leveraging Star India Network’s reach. Besides a comprehensive high impact TV plan, the promotion also includes a high octane radio plan besides unique brand experiences for viewers on ground across villages in key markets.

“The rural markets are the last important frontier and we believe Star Utsav Movies will empower both the consumers and advertisers alike,” Jhaveri said.