STAR NETWORK

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Media mogul Rupert Murdoch and his Indian ambassadors have taken their job very sincerely!

Since the dawn of the 21st century, Rupert Murdoch’s Star has outshone other entertainment brands (including the once invincible Zee) in Indian media landscape. The network’s flagship brand Star Plus has reigned the General Entertainment Channel (GEC) category for over six years now, giving requisite push to its other channels viz. Star One, Star Movies, et al. Yet last year, has been a bit shaky for Star Network, with drowning audience interests in its K-serials (soaked in kitchen politics!) and the not-sogreat response to the third season of Kaun Banega Crorepati with SRK. Star also underwent an internal turmoil with exit of Peter Mukherjea and Sameer Nair from the Star Parivar. But, despite all odds, the brand has defended its leadership position with a market share of 41.7% in the GEC category. Yash Khanna of Star India, says: “For STAR Plus, the concentration Has been on category expansion. We will strive to carry this on with other initiatives like Star Voice of India.” Guess there’s no pushing this star off the horizon!

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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