Buoyed by the success of its initial experiment with merchandising, Star India is planning to develop this as a full-fledged revenue stream.
It is now in the process of tying up with manufacturers for the branding of several new products featured in its popular shows.
Moreover, Star is planning to factor in potential branding of products at the conceptual stage of its programmes itself and is working out a strategy on this front, said Kaushal Dalal, executive vice-president, business development, Star India.
According to Kaushal,