In one of the biggest communication blitzes in recent times, Star TV will spend about Rs 80 crore on promoting its channels.
About Rs 50 crore will be spent on creating a brand out of Star Plus. The company wants to change viewers' perception of Star Plus from a foreign channel to one meant for Indians.
"We'll be spending about Rs 50 crore in communication support to Star Plus and creating brand awareness for the channel. There is a perception that Star Plus has a mixed identity, partly English and partly Hindi. The strategy is to remove the perception that Star Plus is not a channel for an average Indian. It's totally made in India for Indians," Star TV India chief executive Peter Mukerjea told Business Standard.
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According to Mukerjea, almost simultaneously, Star will spend additionally between Rs 10-15 crore on marketing the Amitabh Bachchan-hosted game show Kaun Banega Crorepati, which is soon to go on air on Star.
If that is not enough, the communication and marketing strategy for other Star channels, Star World, Star Movies and Star News, too, has a budget of about Rs 5 crore each. This means, Star TV will be spending approximately Rs 80 crore on a media blitz revolving round its bouquet of channels to start soon.
For the marketing and communication strategy, Star will be working closely with two of the biggest ad agencies in the country, Ogilvy & Mather and Rediffusion.
While O&M is slated to handle the `change in consumer perception' angle for Star, the Bachchan show account is likely to be managed by Rediffusion.
For the marketing strategy all the avenues available _ print, electronic, Internet and outdoor _- will be used by Star TV.
These spendings signal more than doubling of the advertising budget of Star TV India which itself is a clear indiaction of the changing priorities of Rupert Murdoch who, till a couple of years back, was more bullish on China.
Murdoch and Star TV are very keen on investments in the ICE (Information, Communication and Entertainment) sectors in India. According to informed sources, Star has lined up investments worth about $200 million over the next twelve months.
Star TV will be involved in three major areas here _ infotech, content creation and television broadcasting. It is looking at making Bangalore the center for infotech operations. Mumbai will be the hub for content creation, mainly for movies and television.
Star India is also looking at the ISP (Internet service provider) business and have portals and vortals and form alliances with ISPs, The alliances may be different for different states.
Apart from total Hindisation of Star Plus, Star will launch a Hindi movie channel and also a health channel.
The Programme
* Rs 50 cr to boost Star Plus as a brans
* Rs 10-15 cr on marketing the Amitabh Bachchan-hosted game show
* Rs 5 cr each on marketing Star world, Star Movies and Star News